Automated App Ads (AAA) is a new way to deliver app install ads on Facebook that allows advertisers to get more with less and deliver: better performance, greater scale and more value. ‘efficiency. It is built with powerful machine learning and automated systems to maximize marketing power over manual campaigns.
AAA was designed to help businesses grow through better performance, scale with sustained performance, and streamlined campaign and creative management to make it even more effective than our current in-app advertising solutions. .
As AAAs have become more prevalent in the industry, it may be time for you or your business to start adopting them. Lorelay Carvalho of Facebook Gaming at Meta, sat down with Sabrina Chen, Senior User Acquisition Manager, and Brian Sapp, Head of Growth, at Rec Room to discuss AAA best practices and reasons to adopt.
Rec Room began experimenting with ads on Facebook and Instagram in July 2021. Within months, the team began testing campaigns and quickly transitioned to internal user acquisition (UA) management.
With a small team and bold plans to increase installs for the mobile version of their game, Rec Room relied heavily on Meta’s automated solutions to scale quickly and control costs.
After the first tests with AAA, the company was able to significantly increase its investments and is also recruiting five new positions in the marketing team.
Lorelai Carvalho: How can AAA help scale campaigns with lasting performance?
Sabrina Chen: When I joined the Rec Room team, Facebook was only a small part of our user acquisition strategy due to its high cost per install (CPI). One of the first tests I decided to run was to assess whether automated ads for apps could lower CPI, given previous success and experience on other titles.
After a few weeks of manual and AAA campaigns side by side, we noticed that the AAA campaign not only required much less effort in terms of updates, but also reduced the CPI considerably.
…the AAA campaign not only required much less effort in terms of updates, but also reduced the CPI significantly.
Effective and efficient
Carvalho: Has AAA helped Rec Room achieve your goals more effectively?
Chen: We managed to keep CPIs low while increasing our budgets, which led to a significant increase in investments. We have now extended the AAA campaign structure to all geographies and platforms for our title.
Carvalho: How have you used AAA in terms of automated testing and delivering successful creatives?
Chen: We were able to test in a few Tier 2 geographies in conjunction with a manual app install campaign to see which optimizations and creatives would perform best to then scale to Tier 1 countries. We tried to include the maximum number of creations since AAA offers the possibility of including up to 50 elements. This included different video lengths, asset sizes, and creative types for full coverage.
Carvalho: What impact has AAA had on your day-to-day digital marketing and campaign management?
Brian Sapp: As algorithms and advertising tools mature, marketers benefit from a reduced workload on optimizations and manual updates. This allows us to go the extra mile to differentiate ourselves from other advertisers in this competitive landscape. For us here at Rec Room, that leads to constant, data-driven creative updates and iterative testing on different audience cohorts.
We continuously analyze our marketing and game data to identify potential players who will not only convert, but also enjoy and stay engaged with our game. Once we have a hypothesis about who these users are and what they are looking for in our game, we move forward with creating assets that fulfill their desire and deploy quantitative testing to understand effectiveness.
One of Rec Room’s core values is “On Your Marks, Shoot, Aim, Repeat”. We encourage fast action and constant iteration based on what our customers and the numbers tell us.
We encourage fast action and constant iteration based on what our customers and the numbers tell us.
Long term connections
Carvalho: One of the main things we hear from clients is that AAA helps scale a sustainable strategy.
Sapp: As a social game company, we care about users who not only install but also interact with game content as well as other players. Another of our core values is “It’s a small world”. We respect our players and value long-term relationships over making a quick buck.
Therefore, we do not use exploitative monetization methods, but instead focus on improving retention and steadily growing our daily and monthly active users. While much of this is driven by product improvement and live operations. On the UA side, we have a key performance indicator (KPI) threshold for cost and retention to allow us to better assess budget allocation and other investment opportunities.
Carvalho: What has been the impact of automation for you?
Sapp: For us, automation means saving time on manual and redundant tasks. Our final core value is “When in doubt, build it”. We have a penchant for action. By letting the algorithm/program do what it does best, we are able to quickly construct effective tests to validate our hypothesis. It also allows us to spend more time doing what humans do best, which is interpreting data, translating insights into action, and refining our marketing strategy.
Carvalho: A last word on AAA?
Chen: AAA not only helped us achieve our KPIs efficiently, but also relieved the stress of our small team due to constant manual updates, which led to the significant increase in investment mentioned above.
To verify Game on Facebook for more information and resources on automated app ads.