“Built to Scale” eCommerce Show

Decoding Facebook Ads Algorithms & iOS 14 Update With James Chadwick, Ex International Marketing Director at Facebook

April 9, 2021

Let’s welcome James Chadwick to the podcast in this episode. James is the co-founder of Pencil, a machine-generated creative platform that generates fast and affordable ads. We’re going to hear James discuss his past work experience at Facebook, overlooked aspects of artificial intelligence, the secrets to more effective advertising on Facebook, and why creative work is the next frontier.

On this episode:

  • [0:51] A little bit about James’ background and how he got into digital advertising.
  • [2:28] When James joined Facebook and a look at the roles he had working there.
  • [4:18] Developments in mobile advertising.
  • [5:01] How James feels having worked with Facebook for several years.
  • [7:46] The organizational culture James experienced at Facebook.
  • [10:00] How will iOS 14 impact Facebook advertising?
  • [13:42] What James suspects about Apple’s future as a tech platform.
  • [15:39] Explaining discrepancies between ad agencies and Facebook.
  • [18:06] Why James feels that creative work is the next frontier.
  • [18:48] The type of businesses that will most benefit from using a service like Pencil.
  • [22:08] Overlooked aspects of artificial intelligence.
  • [24:55] The use-it-or-lose-it dynamic in budgets for advertising.
  • [25:50] The “lakes and rivers” analogy as a strategy for advertising.
  • [28:10] How does Facebook choose CPMs for certain campaigns?
  • [31:33] The three components to Facebook’s advertising algorithm.
  • [34:04] What are sone strategies for unlocking new audiences?
  • [35:16] The mindset with which you should approach Facebook advertising.
  • [36:26] What Pencil is great for and how to get a hold of James.


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