The future of UA – Facebook ad best practices, creative marketplaces and UA bots
summary
Claims that a mid‑February algorithm change penalizes frequent bid/budget edits and pushes advertisers to broader audiences with value optimization; machine learning handles intraday tuning so creative becomes the main lever. Testing shows roughly 95% of tests fail, so a creative marketplace (per‑asset pricing) and heavy volume of variants is necessary; fresh creative yields about 30–60% lift. Practical tips: run CBO and many ad sets, avoid audience overlap, favor 6–10s front‑loaded videos that work without sound, and run 30‑day bake‑offs at $50–100k to benchmark vendors.
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chapters (23)
- 0:00Start
- 7:55Business Model
- 8:55Brand Assets
- 9:56Direct Response versus Branding
- 10:59Concepts versus Variations
- 11:34Small Changes Will Equal Small Impacts
- 13:26Colors
- 14:36Stills to Video
- 15:18Basics of Motion
- 15:54Brand Emotion
- 20:26The Relationship between Reach and Scale versus Quality and Costs
- 20:56Interest Targeting
- 22:37Campaign Structure
- 25:08Testing Best Practices
- 26:50Creative Testing Hypothesis
- 27:00Video Length
- 27:40Refreshing Creative
- 28:09Gaming
- 28:43Tips on Optimizing Your Videos
- 29:14Optimizing for Sound
- 30:35Facebook Best Practices
- 31:33First Time Impression Ratios
- 35:00Campaign Budget Optimization
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