User acquisition advertising never stays still. Best practices that worked even six months ago can become today’s mistakes. And the more money you spend, the more those mistakes are amplified. A two percent inefficiency in a $10,000-a-month ad spend budget isn’t too dire. But in an account that spends $2 million per month, it’s half a million per year.

Because advertising strategies have to change so often, our recommendations for those strategies change constantly, too. So while we know the best practices outlined here work now, there’s no guarantee they will be as effective even a few months from now, much less this time next year.  Citing “best practices” is also problematic. While these strategies will help most advertisers, they won’t help everyone. Or maybe they can help, but they have to be implemented and managed in a very specific way. There is no “one size fits all” for campaign management.

That said, there are massive shifts in advertising that are affecting all advertisers. For example, thanks to new machine learning algorithms on platforms like Facebook and Google, the playing field is more level than ever before. Many of the advantages 3rd party adtech tools once delivered are now available to everyone natively on Facebook and Google, though native tools are lacking in efficient reporting and workflow automation features.  Advanced bidding algorithms like app event bidding, value bidding, and LTV / ROAS bidding take some aspects of campaign management out of advertisers’ hands entirely.

All that has pushed creative development, creative testing, and audience selection up as the primary competitive advantages for social advertisers. It is possible to use both the new tools and some aggressive creative development and testing to maintain performance, but it often requires an amount of creative and rigor of testing that most advertisers just don’t normally do in-house.

Table of Contents


How User Acquisition Advertising Has Changed

How to Manage Facebook Campaigns With Google App Campaign and Facebook’s Best Practices


Creative Fatigue

How spending affects ad fatigue

Why limited assets accelerate Facebook ad fatigue

How to manage creative fatigue

Why creative (and testing creative) is the last real competitive advantage on Facebook

What it means for creative to be the last competitive edge


Quantitative Creative Testing

Quantitative Creative Testing Basics

Creative testing phases


Audience Selection and Fatigue

What Is Audience Selection / Audience Fatigue?

How to Create a Custom Audience

How To Alter Custom Audience LTV Data To Target New Prospects More Precisely

Defining New Custom Audiences Based on Time Since Purchase/Action

Three Other Ways To Find New Custom Audiences: Stacking, Nesting, And By Country


How to work with Consumer Acquisition


Get Creative! Let’s Talk Performance.


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Creative & UA Best Practices For Facebook, Google, TikTok & Snap ads.

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