Unwritten Rules of TikTok and Meta Ads

Chris Erthel has changed the ads game!

Now that the third module is completed, we can confidently say that we are prepared for everything that the gods of algorithm have prepared for us thanks to Chris and his amazing advice.

We started with learning everything about ads creation, and Chris taught us how to create a compelling first frame that is bound to catch everyone’s attention. After covering the creative part of the ad creation process, we’ve turned to the budgeting side of the ads.

We all know that it’s never easy to find the perfect balance of budgeting for social media campaigns, but there are many tricks of the trade that make it easier. Chris taught us that Monday is the most fruitful day for successful ads, and you can be sure that only 7% of people use TikTok with their sounds turned off — so don’t waste your times with putting titles on your content.

We’ve covered all of this and much more, but don’t forget — You don’t check TikTok, you watch it.

Unlearn everything you thought you knew about TikTok and Meta…

…because if you don’t, you’re already falling behind. These platforms are changing so fast that what worked last week could tank your performance tomorrow. Without a deep understanding of their algorithms and Ads Managers, you might as well be throwing your budget into a black hole. The rules are shifting, and if you’re not in the know, you’re missing out on smarter targeting, better engagement, and — ultimately — revenue. TikTok and Meta are the gatekeepers of digital success, and if you don’t know how to play their game, your competitors will leave you in the dust.

Learning outcomes

By the end of this in-depth module, you:

• Gained a deep understanding of TikTok and Meta algorithms, including how it works.
• Tracked competitors’ daily ad spend across various channels.
• Analyzed and compare offer strategies to stay ahead of industry trends.
• Reviewed and assess competitors’ creative approaches to enhance your own campaigns.
• Monitored industry CPMs (Cost Per Thousand Impressions) on a daily basis for better ad performance insight.
• Implemented AI-driven strategies to improve ad engagement and performance.
• Mastered the daily optimization process for controlling Campaign Budget Optimization (CBO).
• Developed weekly optimization routines to maintain ad performance on CBO.
• Created monthly optimization schedules to fine-tune campaign performance on CBO.
• Understood how to analyze A/B testing results from over 3500 tests for better insights.
• Applied a structured approach to continuous testing for ongoing improvement.
• Learned to set up a full-funnel marketing strategy targeting cold, warm, and hot audiences.
• Developed a daily retargeting strategy to keep potential customers engaged in the sales funnel.
• Engaged in hands-on activities to implement testing structures and strategies in real time.

About the educator

Chris Erthel is a seasoned entrepreneur and digital marketing expert who launched seven startups within one year of living in Barcelona. With a decade of experience, he’s mastered TikTok and Meta Advertising and now consults for Visa Card while mentoring over 82 startups, overseeing millions in ad spend each year.