Mitigating Marketing Risks When Scaling

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4

André Kempe (founder of Admiral Media - a performance app marketing) talks about the risks of scaling a major campaign with a small team, Facebook ads and emerging channels (including TikTok).

Source:
Mitigating Marketing Risks When Scaling
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(direct link to watch/listen)
Type:
Podcast
Publication date:
March 2, 2020
Added to the Vault on:
March 4, 2020
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💎 #
1

First mistake UA people do is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

10:30
💎 #
2

On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.

11:15
💎 #
3

It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.

14:35
💎 #
4

Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here).

15:15
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💎 #
1

First mistake UA people do is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

10:30
💎 #
2

On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.

11:15
💎 #
3

It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.

14:35
💎 #
4

Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here).

15:15
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💎 #
1

First mistake UA people do is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

10:30
💎 #
2

On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.

11:15
💎 #
3

It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.

14:35
💎 #
4

Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here).

15:15
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Risks of scaling a campaign (w/ a small team)

[💎@10:30] First mistake is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

[💎@11:15] On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.


However if you have a product where the economics "just work" and the metrics are great then you can not stop scaling (doubling budget everyday and running ads on all possible UA channels) → when that's the case you do need additional hands, in order to:

  • Increase creative production and testing,
  • Mitigate risks (can not get comfortable as you don't want to spend money on something you shouldn't)


On Facebook specifically: even for games that require a lot of playables and video ads, you typically just upload and test that so you don't need that many people to handle things. However some apps that are in the "grey area" (e.g. directional gambling) then Facebook/Googles are blocking ads so quickly that you have to upload the same creative in different versions several times a day so you get approval.


[💎@14:35] It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.


On the duopoly:

  • Google App campaigns: all automated
  • [💎@15:15] Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here)


Some platforms/dashboards are terrible as they don't allow you to bulk edit bids, bad processes, etc.


Hates being blackboxed and having no clue of where the money is going.

On Google often the more they grow advertising, the more successful the campaigns get. It might not be just because of the additional data that Google collects but also because the brand gets more popular (but this is impossible to verify).

It's similar for Apple Search Ads with automated ads where Apple takes out all the bidding on keywords: your money is spent on brand keywords that are cannibalizing organic results.


TikTok

TikTok dashboard offers a lot of flexibility which brings more agencies and growth marketers (and this might push other platforms to give back some controls).

TikTok is a very clear leader, no other app looks/feels the same and they're good at showing you content you like.

As TikTok grow they might also take the control away.


That's managing expectations with clients. You gotta tell them "hey, this is the potential but here's also some risks". It's like when you go to the dentist: it can be painful, but it looks good in the end.


Other emerging channels

Pinterest works well for them on some apps and interesting to scale. The kind of apps that work better on Pinterest:

  • Maybe more female oriented?


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

Risks of scaling a campaign (w/ a small team)

[💎@10:30] First mistake is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

[💎@11:15] On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.


However if you have a product where the economics "just work" and the metrics are great then you can not stop scaling (doubling budget everyday and running ads on all possible UA channels) → when that's the case you do need additional hands, in order to:

  • Increase creative production and testing,
  • Mitigate risks (can not get comfortable as you don't want to spend money on something you shouldn't)


On Facebook specifically: even for games that require a lot of playables and video ads, you typically just upload and test that so you don't need that many people to handle things. However some apps that are in the "grey area" (e.g. directional gambling) then Facebook/Googles are blocking ads so quickly that you have to upload the same creative in different versions several times a day so you get approval.


[💎@14:35] It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.


On the duopoly:

  • Google App campaigns: all automated
  • [💎@15:15] Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here)


Some platforms/dashboards are terrible as they don't allow you to bulk edit bids, bad processes, etc.


Hates being blackboxed and having no clue of where the money is going.

On Google often the more they grow advertising, the more successful the campaigns get. It might not be just because of the additional data that Google collects but also because the brand gets more popular (but this is impossible to verify).

It's similar for Apple Search Ads with automated ads where Apple takes out all the bidding on keywords: your money is spent on brand keywords that are cannibalizing organic results.


TikTok

TikTok dashboard offers a lot of flexibility which brings more agencies and growth marketers (and this might push other platforms to give back some controls).

TikTok is a very clear leader, no other app looks/feels the same and they're good at showing you content you like.

As TikTok grow they might also take the control away.


That's managing expectations with clients. You gotta tell them "hey, this is the potential but here's also some risks". It's like when you go to the dentist: it can be painful, but it looks good in the end.


Other emerging channels

Pinterest works well for them on some apps and interesting to scale. The kind of apps that work better on Pinterest:

  • Maybe more female oriented?


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

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↘ At this point, you know what to do ↙
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Risks of scaling a campaign (w/ a small team)

[💎@10:30] First mistake is to get to think you need a new person working in each new user acquisition channel that seems to work, then again when you double the budget.

[💎@11:15] On Facebook: it doesn't matter if you spend $200 or $2000 a day on a campaign, you do not need 2 more people to manage that. Otherwise you're doing something entirely wrong.


However if you have a product where the economics "just work" and the metrics are great then you can not stop scaling (doubling budget everyday and running ads on all possible UA channels) → when that's the case you do need additional hands, in order to:

  • Increase creative production and testing,
  • Mitigate risks (can not get comfortable as you don't want to spend money on something you shouldn't)


On Facebook specifically: even for games that require a lot of playables and video ads, you typically just upload and test that so you don't need that many people to handle things. However some apps that are in the "grey area" (e.g. directional gambling) then Facebook/Googles are blocking ads so quickly that you have to upload the same creative in different versions several times a day so you get approval.


[💎@14:35] It's when you start multiplying the UA channels (beyond FB/Google) and start testing more and more creatives that you might need additional people.


On the duopoly:

  • Google App campaigns: all automated
  • [💎@15:15] Facebook: still more complicated but announced Automated App Ads (AAA) goes in the same direction as Google (more info here)


Some platforms/dashboards are terrible as they don't allow you to bulk edit bids, bad processes, etc.


Hates being blackboxed and having no clue of where the money is going.

On Google often the more they grow advertising, the more successful the campaigns get. It might not be just because of the additional data that Google collects but also because the brand gets more popular (but this is impossible to verify).

It's similar for Apple Search Ads with automated ads where Apple takes out all the bidding on keywords: your money is spent on brand keywords that are cannibalizing organic results.


TikTok

TikTok dashboard offers a lot of flexibility which brings more agencies and growth marketers (and this might push other platforms to give back some controls).

TikTok is a very clear leader, no other app looks/feels the same and they're good at showing you content you like.

As TikTok grow they might also take the control away.


That's managing expectations with clients. You gotta tell them "hey, this is the potential but here's also some risks". It's like when you go to the dentist: it can be painful, but it looks good in the end.


Other emerging channels

Pinterest works well for them on some apps and interesting to scale. The kind of apps that work better on Pinterest:

  • Maybe more female oriented?