Paid UA
Don't rely exclusively on broad targeting despite the fact it's now an industry best practice. BetterMe maintains a significant portion of campaigns with interest-based targeting, suggesting there's untapped potential in targeting niche interests alongside your broad campaigns.
"Majority of the market usually do broad targeting, but it's interesting that the share of ads with interest targeting is quite big. So there is definitely big potential to, for diversification to target some niche interests, uh, look-alikes. It looks like more like experiments, not big amount of, uh, creatives are targeting look alikes, but interest is, it's very interesting."
What I Found Reviewing 75,000 BetterMe Ads at 31:34 · Featured in Growth Gems #137
Sylvain's take: It’s interesting to hear this when the common sentence shared is “creative is the new targeting”. Worth (re)testing?
Paid UA
Challenge the conventional wisdom of primarily using low-cost bidding strategies. BetterMe uses cost cap and bid cap strategies for over 60% of their creatives, with low-cost optimization accounting for only 15% - suggesting more controlled bidding approaches may yield better results at scale.
"Usually on the market a low cost is the main uh bidding uh optimization bidding strategy, but only like 15% of all ads using uh, the they use low cost. They use cost co cost cap or bitcap a lot. If you combine cost cap, bitcap, multi-bitcap and multi-cost cap, it will be more than 60% of the the creatives, and it's very good inside to be honest."
What I Found Reviewing 75,000 BetterMe Ads at 35:54 · Featured in Growth Gems #137
Sylvain's take: 
Paid UA
Use unique pixels for each major topic, while grouping similar topics under shared pixels. This approach optimizes learning algorithms while maintaining segmentation between distinctly different user journeys.
"Regarding pixels, uh, is the same. They usually use, uh, different unique pixel for each, uh, topic, but there are some similar topics when they can use and share the same pixel. For example, for calisthenics and gym workout they use the same set of pixels; for walking and treadmill, same."
What I Found Reviewing 75,000 BetterMe Ads at 27:45 · Featured in Growth Gems #137
Sylvain's take: 
I thought this was super interesting, but now I wonder how they handle CAPI (Conversion API).
Paid UA
Create dedicated fan pages for different segments/use cases rather than using a generic brand page for all campaigns. Match your fan pages to specific funnels to improve personalization, ad optimization, and reduce ad fatigue when targeting the same users with different products.
"They have different fan pages and usually fan page, uh, is being used for some specific uh, topics like Lacy Fitness. Their top, uh, fan page is being used for calisthenics, for wall Pilates, and a little bit for treadmill, and for example, Tori Rea is being used for chair yoga and nutrition funnels, and so on. So, but it's very important to, like, have a match between the fan page and the funnel, uh, because they don't use some generic fan pages."
What I Found Reviewing 75,000 BetterMe Ads at 25:00 · Featured in Growth Gems #137
Sylvain's take: I wonder if some apps are doing this even for the exact same product, just different segments.
Source: Motionapp.com
Kirill mentioned this might help with mitigating ad fatigue because viewers see ads from different Facebook/Instagram pages.
Another thing that can help with this: running whitelisted ads under Partnership creator’s accounts.
Paid UA
Prioritize English-language funnels as your core market (80% of effort), then strategically expand to secondary languages. Each non-English localization typically adds only 3-5% incremental revenue (or at least reach), so be selective about expansion.
"So 80.58% of creatives running traffic to English funnels. The rest is distributed among different locals. The Spanish is the number two, French, Dutch, Portugal. Interesting that there are some like Eastern European countries like Polish or Czech, uh, and for example, there is Japanese, which is 3% of the creatives."
What I Found Reviewing 75,000 BetterMe Ads at 22:03 · Featured in Growth Gems #137
Sylvain's take: Be very mindful about the additional effort new localizations represent. My advice is to make good progress on optimizing a given funnel before localizing it.
