🔑 How to win with Facebook AAA (Automated App Ads) campaigns - with Gina Kwong, Senior UA Manager at Electronic Arts (EA) 🛍️

The Mobile User Acquisition Show

Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels.
With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so.
We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you.
KEY HIGHLIGHTS
👬🏼 Facebook AAA is just like Google UAC
🎰 Marketers are already working with reduced levers on Google UAC
💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns
⚖️ How to evaluate creative performance using the UI
🌐 Expect discrepancies between a self-attributing network and internal data
🚧 The changes to the Facebook API may not be there yet
💯 Why 100 creatives was reduced to 50
👌 The optimum number of creatives to maximize effectiveness of the campaign
🏆 How to structure a campaign to surface winning creatives
🎛️ The downsides to having too many creatives in a campaign
🔄 When to refresh creatives in a campaign
🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns
📜 How AAA handles the bias between historical and new creatives
🗺️ How to mitigate the risk of one geo-language optimization
🧺 Putting all eggs in the AAA basket isn’t recommended
🎡 The product life cycle determines the campaigns
🏘️ Using country clustering to test in multiple geos
🏃🏻‍♂️ The case for running different types of campaigns at the same time
🧑‍🤝‍🧑 Factoring in audience overlap into a campaign strategy
🎚️ The balance between audience overlap and performance
💰 There are days when learning will be costly
💸 How to think about a high CPA with respect to the product
📅 Using higher funnel events to amplify algorithm optimization
🖼️ How to think about creative testing with AAA
🧪 It is important to be open to testing in multiple scenarios
📈 Spend and conversion do not always correlate exactly
⚓ Using AAA to correct for historic creative bias
🧱 Structure campaigns for scale based on geo and regional observations
🔭 The case from moving from broad to narrow during optimization
⚙️ User exclusion doesn’t work perfectly; and why that’s ok
🆗 How fewer levers could be a positive thing
📖 Learning can be achieved on conservative campaigns
🦺 Multiple ways to mitigate risk on Facebook AAA campaigns
🎆 Best practices for scaling campaigns
👗 Facebook can take multiple changes in a week
🔆️ Why it is important to keep campaign changes to less than 30%
📶 How to think about scale responsibly
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/

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