Manage episode 278095178 series 2575608
Facebook recently made its Automated App Ads(AAA) available for all advertisers - as a part of its broader push toward having greater automation drive advertising performance.
As of this writing, we see a number of challenges with AAA due to which we don't recommend doubling down on AAA.
In this episode, we explain how AAA works - and what some of the challenges with it are.
🤖 What are Facebook’s Automated App Ads
🦾 The optimisation that AAA automates
⚗️ The introduction of liquidity
📏 Why CPA is not necessarily the right metric to use
🤷 AAA doesn’t leverage your existing knowledge of your users
🧭 Navigating the learning phase is tricky
🔌 Why knowing when to pull the plug is uncertain
🧺 AAA is like putting all your eggs in one basket
🌁 How performance data is obfuscated
😵 There’s no way to know what’s going wrong, when something's going wrong
🎯 Target exclusion is not quite there yet
🌅 It’s early days yet; AAA will get better
🌏 Test in non-critical geos
⚖️ How to choose the right type of campaigns for testing
☔ Using split tests is the prudent path forward
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/5-reasons-why-facebooks-automated-app-ads-aaa-arent-ready-for-prime-time-yet/
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