How to Win with Facebook AAA (Automated App Ads) Campaigns

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12

Gina Kwong (Senior User Acquisition Manager at EA) takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives.

Source:
How to Win with Facebook AAA (Automated App Ads) Campaigns
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
January 18, 2021
Added to the Vault on:
February 6, 2021
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💎 #
1

Initially it was a challenge to optimize creatives because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

05:59
💎 #
2

While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

08:10
💎 #
3

Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

10:25
💎 #
4

If you add a new creative to a AAA campaign that already has winning creative(s) and you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

12:30
💎 #
5

Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

14:47
💎 #
6

If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

16:24
💎 #
7

For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works. 

19:54
💎 #
8

Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

21:17
💎 #
9

Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

24:13
💎 #
10

Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

25:20
💎 #
11

Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

30:18
💎 #
12

Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

33:32
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💎 #
1

Initially it was a challenge to optimize creatives because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

05:59
💎 #
2

While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

08:10
💎 #
3

Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

10:25
💎 #
4

If you add a new creative to a AAA campaign that already has winning creative(s) and you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

12:30
💎 #
5

Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

14:47
💎 #
6

If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

16:24
💎 #
7

For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works. 

19:54
💎 #
8

Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

21:17
💎 #
9

Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

24:13
💎 #
10

Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

25:20
💎 #
11

Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

30:18
💎 #
12

Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

33:32
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💎 #
1

Initially it was a challenge to optimize creatives because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

05:59
💎 #
2

While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

08:10
💎 #
3

Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

10:25
💎 #
4

If you add a new creative to a AAA campaign that already has winning creative(s) and you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

12:30
💎 #
5

Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

14:47
💎 #
6

If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

16:24
💎 #
7

For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works. 

19:54
💎 #
8

Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

21:17
💎 #
9

Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

24:13
💎 #
10

Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

25:20
💎 #
11

Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

30:18
💎 #
12

Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

33:32
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Notes for this resource are currently being transferred and will be available soon.

Facebook AAA is very similar to Google UAC, and Gina was initially not excited about testing it because it reduces the levers you can use as marketer to only a few things. Geo and language, excluding people, creatives.

Gina started testing it when it was in beta. Went from low budgets to tens of thousands a day.

Optimizing creatives

[💎 @05:59] Initially it was a challenge to optimize creative because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

Apparently it is possible to get some creative data through the API.

You used to be able to have 100 creatives, but FB reduced it to 50 because it was too many. In reality only 10-15 creatives really get spend.

[💎 @08:10] While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

[💎 @10:25] Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

Gina does not recommend testing creatives in your evergreen LAL campaigns or BAU campaigns.

[💎 @12:30] If you add a new creative to a AAA campaign that already has winning creative(s), if you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

Only one campaign may be used for each optimization type and geo

With 1 campaign for geo-language-optimization combination, are you putting all your eggs in the same basket?

⇒ it can indeed make you nervous, especially because there have been bugs sometimes.

[💎 @14:47] Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

[💎 @16:24] If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

For a new product, AAA might be particularly interesting to get a lot of downloads and ultimately make LAL campaigns more interesting.

Facebook has tools to tell you how much your campaigns are overlapping if that's a concern.

AAA for high cost products?

Learning fees can get expensive, especially when the CPA is very high.

If you're looking for the lowest cost per payer on a high cost product, maybe start with AEO. There will be days were you see no purchases coming in so you'll have to look at your costs over the certain period of time to compare to your LAL campaigns.

[💎 @19:54] For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works.

Creative testing methodology

A lot of marketers test their creatives with MAI campaigns.

[💎 @21:17] Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

Your highest spending creative might not be the one with the highest IPM because FB will optimize for the specific event, not IPM. So you first need to understand what your objectives are.

Structuring campaigns for AAA

[💎 @24:13] Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

You want to start with the most broad targeting and then go narrower. If it's a new product start with MAI + purchase or AEO. If some regions are not working you can use VO or recluster differently.

No exclusions

[💎 @25:20] Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

AAA has the advantage of showing the ads to people that might not have seen it otherwise. Gina is seeing 40-60% lower CPIs.

Budget threshold

Gina is very conservative with spend.

[💎 @30:18] Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

It's possible for the algo to hit a pocket of bad inventory.

Scaling AAA campaigns

Conservative to start but does launch several types of campaigns at the same time to be able to compare the campaigns. Facebook can take changes a few times a week.

[💎 @33:32] Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

Facebook will always spend your budget. It's up to you if it's effective or not

Be careful when increasing budgets and what you are getting for the spend. With a budget increase, you might not see the same efficiency.

If you've tested AAA campaigns before, it might be worth checking again because it has gotten better.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Facebook AAA is very similar to Google UAC, and Gina was initially not excited about testing it because it reduces the levers you can use as marketer to only a few things. Geo and language, excluding people, creatives.

Gina started testing it when it was in beta. Went from low budgets to tens of thousands a day.

Optimizing creatives

[💎 @05:59] Initially it was a challenge to optimize creative because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

Apparently it is possible to get some creative data through the API.

You used to be able to have 100 creatives, but FB reduced it to 50 because it was too many. In reality only 10-15 creatives really get spend.

[💎 @08:10] While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

[💎 @10:25] Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

Gina does not recommend testing creatives in your evergreen LAL campaigns or BAU campaigns.

[💎 @12:30] If you add a new creative to a AAA campaign that already has winning creative(s), if you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

Only one campaign may be used for each optimization type and geo

With 1 campaign for geo-language-optimization combination, are you putting all your eggs in the same basket?

⇒ it can indeed make you nervous, especially because there have been bugs sometimes.

[💎 @14:47] Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

[💎 @16:24] If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

For a new product, AAA might be particularly interesting to get a lot of downloads and ultimately make LAL campaigns more interesting.

Facebook has tools to tell you how much your campaigns are overlapping if that's a concern.

AAA for high cost products?

Learning fees can get expensive, especially when the CPA is very high.

If you're looking for the lowest cost per payer on a high cost product, maybe start with AEO. There will be days were you see no purchases coming in so you'll have to look at your costs over the certain period of time to compare to your LAL campaigns.

[💎 @19:54] For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works.

Creative testing methodology

A lot of marketers test their creatives with MAI campaigns.

[💎 @21:17] Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

Your highest spending creative might not be the one with the highest IPM because FB will optimize for the specific event, not IPM. So you first need to understand what your objectives are.

Structuring campaigns for AAA

[💎 @24:13] Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

You want to start with the most broad targeting and then go narrower. If it's a new product start with MAI + purchase or AEO. If some regions are not working you can use VO or recluster differently.

No exclusions

[💎 @25:20] Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

AAA has the advantage of showing the ads to people that might not have seen it otherwise. Gina is seeing 40-60% lower CPIs.

Budget threshold

Gina is very conservative with spend.

[💎 @30:18] Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

It's possible for the algo to hit a pocket of bad inventory.

Scaling AAA campaigns

Conservative to start but does launch several types of campaigns at the same time to be able to compare the campaigns. Facebook can take changes a few times a week.

[💎 @33:32] Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

Facebook will always spend your budget. It's up to you if it's effective or not

Be careful when increasing budgets and what you are getting for the spend. With a budget increase, you might not see the same efficiency.

If you've tested AAA campaigns before, it might be worth checking again because it has gotten better.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Facebook AAA is very similar to Google UAC, and Gina was initially not excited about testing it because it reduces the levers you can use as marketer to only a few things. Geo and language, excluding people, creatives.

Gina started testing it when it was in beta. Went from low budgets to tens of thousands a day.

Optimizing creatives

[💎 @05:59] Initially it was a challenge to optimize creative because you could not get the creative data through your MMP or an API. Gina downloads the data from the UI and optimizes base on the relative performance (i.e which creatives get impressions).

Apparently it is possible to get some creative data through the API.

You used to be able to have 100 creatives, but FB reduced it to 50 because it was too many. In reality only 10-15 creatives really get spend.

[💎 @08:10] While it's nice to have the possibility to have 50 creatives, it seems it's better to only have 20-25 creatives and refresh the ones that don't get spend after one or two weeks.

[💎 @10:25] Facebook AAA is the fastest way to test creatives and very effective because it goes through a high amount of creatives and can tell you very quickly what will be favored.

Gina does not recommend testing creatives in your evergreen LAL campaigns or BAU campaigns.

[💎 @12:30] If you add a new creative to a AAA campaign that already has winning creative(s), if you see it get some mid-range spend it means that it's performing well and a potential winner as well. Because Facebook will always keep serving the champion creative.

Only one campaign may be used for each optimization type and geo

With 1 campaign for geo-language-optimization combination, are you putting all your eggs in the same basket?

⇒ it can indeed make you nervous, especially because there have been bugs sometimes.

[💎 @14:47] Gina recommends not to run AAA only so you can mitigate risks (included risks due to having only 1 campaign for geo-language-optimization combination). What you can do is use a combination of LAL and AAA campaigns.

[💎 @16:24] If you're running campaigns in smaller countries/regions that have similar performance, "country-clustering" can be very effective.

For a new product, AAA might be particularly interesting to get a lot of downloads and ultimately make LAL campaigns more interesting.

Facebook has tools to tell you how much your campaigns are overlapping if that's a concern.

AAA for high cost products?

Learning fees can get expensive, especially when the CPA is very high.

If you're looking for the lowest cost per payer on a high cost product, maybe start with AEO. There will be days were you see no purchases coming in so you'll have to look at your costs over the certain period of time to compare to your LAL campaigns.

[💎 @19:54] For high cost products you can also test optimizing AAA towards an event higher in the funnel were you have more conversions (vs. purchase) so the algorithm can learn. Or run lookalike campaigns first to know what works.

Creative testing methodology

A lot of marketers test their creatives with MAI campaigns.

[💎 @21:17] Gina's recommendation is to put the creatives in AAA (vs. MAI), and to optimize with AEO to test creatives against what you're actually optimizing for. You can also test AAA with the new MAI + purchase optimization.

Your highest spending creative might not be the one with the highest IPM because FB will optimize for the specific event, not IPM. So you first need to understand what your objectives are.

Structuring campaigns for AAA

[💎 @24:13] Group campaigns together by LTV tiers: tier 1/tier 2/tier 3 countries. Then review which countries bring you the best performance and regroup differently if needed.

You want to start with the most broad targeting and then go narrower. If it's a new product start with MAI + purchase or AEO. If some regions are not working you can use VO or recluster differently.

No exclusions

[💎 @25:20] Facebook says they exclude 90 days installers but it's not always the case. You may be still showing your ads to people that have it already but this can happen on any channel. But if these people don't convert they will stop showing them the ads.

AAA has the advantage of showing the ads to people that might not have seen it otherwise. Gina is seeing 40-60% lower CPIs.

Budget threshold

Gina is very conservative with spend.

[💎 @30:18] Gina always starts campaigns with a few hundred dollars only. After $1k or $2k if it's not giving results then you know something is not working (creative? geo?).

It's possible for the algo to hit a pocket of bad inventory.

Scaling AAA campaigns

Conservative to start but does launch several types of campaigns at the same time to be able to compare the campaigns. Facebook can take changes a few times a week.

[💎 @33:32] Start with one path that you think will work, and if it does work then scale it by 20% increments. Then you can expand to different optimization types.

Facebook will always spend your budget. It's up to you if it's effective or not

Be careful when increasing budgets and what you are getting for the spend. With a budget increase, you might not see the same efficiency.

If you've tested AAA campaigns before, it might be worth checking again because it has gotten better.