Matthew Skurnik

Post-ATT on iOS, beware of misleading ads and clickbait more than ever because they can significantly mislead creative-based data models & misdirect production processes.

Have the UA team isolate the creatives and elements that work for focused feedback sessions with the creative team. It can be based on spend, CTR, IPM, etc. This is better than just sharing a spreadsheet and will help them with ideation.

Start by building a structured creative strategy and naming convention that supports ideation, production and optimization.

The Facebook Ad Network team is looking at validating ads through AI (SafeDK-style methodology). More info about SafeDK using AI here.

If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.

Identify where there are strength for each creative (example: great CTR even though the rest is meh) to implement in best performing concepts

Implement winning creative elements into new concepts and templates.

Present a challenge and "dare" players to try (Homescapes): use psychology by saying that most people can't achieve something and provide a lack of satisfying ending to get people to try themselves.

Keep iterating on a creative if scaling works, stop otherwise

Identify where there are weaknesses for each creative at each step of the funnel: CTR, CVR, PYR (Install > Payer), ROI, etc. so you can tweak where needed.

Have an actress on top of the video, influencer-style (Best Fiends), that way you have a thumb stopper then the gameplay.