App Install

Campaigns
Revisiting Automated App Ads
Improving delivery and 1. In most cases, AAA
outperforms manual app
performance for App Installs:
ads
2. Allow to learn over longer
Revisit AAA with DA period of time (power of
machine learning)
3. Ensure best practices are
followed
4. Test using Experiment
Tool VS Manual
AAA BEST PRACTICE
AAA BEST PRACTICE
 02 CREATIVE BEST PRACTICES
CREATIVE BEST PRACTICES FOR AAA
To ensure you can achieve the best performance with AAA, we recommend the following best practices in creative liquidity, diversity, and methods of
refreshing.
Creative Liquidity
Make sure your campaigns use all 50
slots for creatives!
There has been studies to show
worsening performance of AAA
campaigns with fewer creatives
(especially below 20)
Creative Diversity
AAA does not allow customizing of
placements. Creatives will be delivered
to all placements and it is important
that campaigns have a range of
creatives.
Try variations with multiple aspect
ratios (horizontal, square, vertical) and
formatting (videos, static, GIFs) etc.
Creative Refresh
Even though some creatives may
appear to get barely get any delivery, it
is not recommended to compare
creatives solely based on the volume
of delivery
The recommended creative refresh
frequency is 2-4x per month, with
keeping creatives live for at least a
week in between.
 02 CREATIVE BEST PRACTICES

CREATIVE TIPS FOR IMPACT

RECOMMENDED BEST PRACTICES

Static + Video work Highlight Showcase the product Provoke

Get noticed Play with
better together the brand early or service and promote more formats
Mixed format Brand association Showcasing the Being noticed is Asking questions, Create more, learn
(static plus video) within 3 seconds of product or service positively showing more, play more.
campaigns have a a video’s start is being advertised correlated with promotions, and
positive impact for DR positively for most of the conversion lift. keeping the text
advertisers on lower correlated with video correlates
copy under 280
funnel metrics. conversion lift. with conversions.
characters are
associated with
higher DR lift.

“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
 INTERACTIVE ELEMENTS
02 CREATIVE BEST PRACTICES
FOR APP ADVERTISERS

SCREENSHOT
POLLING TAP AND HOLD GAME
02 CREATIVE BEST PRACTICES

MESSAGING CONSIDERATIONS
AAA maximizes delivery with powerful machine learning. Consider different motivations and respective messaging to
appeal to a wide range of potential users when building creative assets.

Open with an impactful moment that clearly represents

the user motivation and app experience

Prominently highlight the brand early within

the first 3 seconds if using video assets

Show real and relevant in-app experience

Weave the specific app use motivation into your ad copy

(e.g. Download now to start saving on your new furniture!)

Finish with a strong CTA that reinforces and/or

connects with app use motivation
03 CREATIVE PRODUCTION

STEP 1. Identify five motivations why people

download your app or purchase in-app
It is important to identify the reasons why people would be interested in your
product or service. Often, it is reflective of the unique value proposition you offer in
the marketplace. We recommend the motivations to be distinct from each other, in
order to identify direction that will generate better performance.

Example: Personal Finance App

ACCOUNTING SECURITY EDUCATION

CONVENIENCE PROGRESSION
03 CREATIVE PRODUCTION

STEP 2. Select or create two creative concepts that map to each motivation

Example: Personal Finance App

ACCOUNTING SECURITY EDUCATION CONVENIENCE PROGRESSION

Monitor Calendar of Investment Analytics on Progress to

Retirement AI recos on All-in-one Easy money Tracking on
income & upcoming advice from spending goal on
planning saving tips balance sheet transfers investments
expenses bills professional habits financial goals

We suggest testing 4 different aspect ratios per unique concept so that each has the
chance to thrive across all available placements and platforms: 1:1 + 4:5 + 9:16 + 16:9
03 CREATIVE PRODUCTION

STEP 3. Generate multiple creative formats

ACCOUNTING SECURITY EDUCATION CONVENIENCE PROGRESSION

CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT
#1 #2 #1 #2 #1 #2 #1 #2 #1 #2

1:1 1:1 1:1 1:1 1:1 1:1 1:1 1:1 1:1 1:1

+ + + + + + + + + +

4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5 4:5

+ + + + + + + + + +

9:16 9:16 9:16 9:16 9:16 9:16 9:16 9:16 9:16 9:16

+ + + + + + + + + +
16:9 16:9 16:9 16:9 16:9 16:9 16:9 16:9 16:9 16:9

With each motivation, select or create two creative

concepts that are distinct and appropriate.
03 CREATIVE PRODUCTION The goal is to test 50 total assets (the recommended AAA
input). Since most successful campaigns feature a variety of
aspect ratios and formats, we suggest including static image
STEP 4. Add additional formats to test and video ads per motivation to reach 50 total assets.

8 Video Ads 1 Slide show 1 Static Image

per motivation per motivation per motivation
(2 different ad concepts with 4 (1x1 aspect ratio works across the (1x1 aspect ratio works across the
different aspect ratios per motivation) most placements) most placements)

Concept #1 #2 #3 #4
+ + +
#1
AD
ACCOUNTING ACCOUNTING #9 ACCOUNTING AD
#10
Concept #5 #6 #7 #8
+ + +
#2

50
Concept #1 #2 #3 #4
+ + +
#1
AD
SECURITY SECURITY AD
SECURITY #9
#10

+ +
Concept #5 #6 #7 #8
+ + +
#2

Concept
#1
#1
+ #2
+ #3
+ #4

= TOTAL
ASSETS
AD
EDUCATION AD
EDUCATION EDUCATION #9
#10
Concept #5 #6 #7 #8
+ + +
#2

Concept #1 #2 #3 #4
+ + +
#1
AD AD
CONVENIENCE CONVENIENCE
CONVENIENCE #9 #10
Concept #5 #6 #7 #8
+ + +
#2

Concept #1 #2 #3 #4
+ + +
#1
AD AD
EDUCATION
EDUCATION EDUCATION #9 #10
Concept #5 #6 #7 #8
+ + +
#2
03 CREATIVE PRODUCTION

STEP 5. Text to test

The ideal creative set up for AAA will be 50 x 5 x 5, meaning 50 mixed assets using a variety of aspect ratio and formats, as
well as 5 total headlines and 5 total primary text descriptions. This gives AAA campaigns the full flexibility to generate up to
1,250 combinations for best performance.

8 Video Ads 1 Slide show 1 Static Image 5 Headlines 5 Primary Texts

per motivation per motivation per motivation (keep the copy general, Headlines(keep
are modular
the copy general, Primary Text descriptions are modu
(2 different adConcept
concepts with 4+ (1x1 aspect ratio works (1x1 aspect ratio works and may be placed with any asset) and may be placed with any asset)
#1
#1
+ #2 #3
+ #4

different aspect
ACCOUNTING
ratios per motivation) across the most placements)
AD across the most placements)
AD
ACCOUNTING #9 ACCOUNTING #9
Concept #5
+ #6
+ #7
+ #8 Post Primary
#2
Headline Text
#1 #1
Concept #1
+ #2
+ #3
+ #4
#1
SECURITY
AD AD Post Primary
SECURITY #9 SECURITY #9
Concept Headline Text

+
#5
+ #6
+ #7
+ #8

+ +
#2
#2 #2

Concept #1
+ #2
+ #3
+ #4 Post Primary
#1
AD AD Headline Text
EDUCATION EDUCATION #9 EDUCATION #9
Concept #3 #3
#5
+ #6
+ #7
+ #8
#2

Post Primary
Concept Headline Text
#1
+ #2
+ #3
+ #4
#1 AD AD #4 #4
CONVENIENCE CONVENIENCE #9 CONVENIENCE #9
Concept
#2
#5
+ #6
+ #7
+ #8
Post Primary
Headline Text
Concept
#5 #5
#1
+ #2
+ #3
+ #4
AD AD
#1
EDUCATION #9 EDUCATION #9
EDUCATION
Concept
#2
#5
+ #6
+ #7
+ #8
04
TESTING &
REFRESHING
CREATIVE

18
04 TESTING & REFERSHING CREATIVE

TESTING FRAMEWORKS
Testing principles

• Ensure all targeting and budget settings are identical with the exception of the variable you are testing.
• Have sufficient budget to reach 100 conversions per cell, in order to exist learning phase which can have
considerable impact on volatility of performance

01 02 03
DISTINCT CREATIVE CONCEPTS 50 CREATIVES BAU vs AAA (CARS24)
For advertisers that want to test their creative Advertisers that want to verify the impact of For advertisers that have not used AAA, or are
concepts before deploying them having 50 creatives vs BAU activity skeptical about the performance of AAA

Cell 1: A Cell 2: B Cell 1: <20 Cell 2: 50 Cell 1: BAU Cell 2: AAA

AAA campaign AAA campaign AAA campaign AAA campaign 1 campaign

Manual MAI / AEO
using creative using creative using <20 creative using 50 creative optimizing for same
campaign
concept A concept B assets assets objective using AAA
04 TESTING & REFERSHING CREATIVE
HOW TO REFERSH CREATIVE OPTIMALLY
In order to ensure optimal performance we recommend the following approach
HOW MANY CREATIVES SHOULD I SWITCH? HOW
OFTEN?
• If # of creative is less than 50, do not replace
• Continue to add new creatives until the maximum is reached
IF # CREATIVES = 50, CONSIDER FOLLOWING BEST
PRACTICES
• Once your new creative has delivered some impressions, only
remove low performing creatives of the past 7 days. It is also
acceptable to remove creative that has 0 impressions
• Identify common denominator amongst low performing creatives -
for example, if one of the creative concepts / motivation seems to be
underperforming, consider replacing all assets associated with that
concept. Similarly, if a particular format is underperforming across
different concepts, consider replacing with another format.
• Do not refresh creatives too frequently (suggested guidance: 1x per
week unless your are scaling budget beyond BAU
• Batch edits at the same time as editing creatives can cause learning
phase to restart