Unwritten Rules of TikTok and Meta Ads

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 two-day in-depth module, you will:

• Gain a deep understanding of TikTok and Meta algorithms, including how it works.
• Track competitors’ daily ad spend across various channels.
• Analyze and compare offer strategies to stay ahead of industry trends.
• Review and assess competitors’ creative approaches to enhance your own campaigns.
• Monitor industry CPMs (Cost Per Thousand Impressions) on a daily basis for better ad performance insight.
• Implement AI-driven strategies to improve ad engagement and performance.
• Master the daily optimization process for controlling Campaign Budget Optimization (CBO).
• Develop weekly optimization routines to maintain ad performance on CBO.
• Create monthly optimization schedules to fine-tune campaign performance on CBO.
• Understand how to analyze A/B testing results from over 3500 tests for better insights.
• Apply a structured approach to continuous testing for ongoing improvement.
• Learn to set up a full-funnel marketing strategy targeting cold, warm, and hot audiences.
• Develop a daily retargeting strategy to keep potential customers engaged in the sales funnel.
• Engage 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.