Facebook & Google UAC Advertising Best Practices – Work With US

Work with Consumer Acquisition

We’re here to support internal marketing teams – not to replace them

 

Let’s get one thing out of the way right now: We’re not looking to replace your internal team.  Instead, we’re here to augment your work. We support companies building or running internal marketing teams. Our goal is to help teams run at peak efficiency. Our core strategic value is benchmarking internal teams to validate performance, increase intensity, expand creative testing abilities, gather new ideas, and share best practices. 

 

We believe all companies should have an internal marketing team as part of their core competence. If they’re going to maintain the highest possible net profit it is vitally important for them to have an internal marketing team. But we have also seen that there is tremendous strategic value in benchmarking internal teams:

Helps management verify that they’ve got a great team, so they don’t have to lose focus wondering if they could do better.

 

Increases competition and intensity within the internal team, but in a way that supports performance and shares best practices.

 

Allows the internal team (and the external team) to develop new ideas faster and build on each other’s work, both for media buying and creative strategy. This helps to reduce tunnel vision, to keep ad creative fresh, and ad performance up.

So we’re not here to replace you. We’re here to augment your efforts. We are an external creative studio and user acquisition team.

Who We Serve

 

We’ve managed over $1 billion of social advertising on Facebook and Google UAC for the world’s largest mobile games and apps who want to maximize profitability from mobile app installs and lead generation.

 

We are direct response marketers at our core, so our clients tend to be interested in metrics like return on ad spend, average revenue per user/unit, net profit, cost per subscriber, and similar KPIs.  You can see a partial list of the companies we work with here.

What We Do

 

Video and image Ad strategy and production via our Creative Studio. We can create high volumes of creative for Facebook, Instagram, Google UAC, Snapchat, Pinterest and IAB ad formats. If you need 100 new videos every month, that’s not a problem. We charge on a per unit cost. There is a flat rate minimum of $5,000 per month and discounts for three months or for high-volume video creation. See more information on our pricing page. Want to test us out before jumping in? We offer a $99 Video Ad promotion for your first video. We’ll show you what it would be like working with us.

 

Managed services for social advertisers of all sizes.  This bundles media buying, all creative development and testing services, reporting and campaign execution. This is meant for companies who want to scale their direct response advertising on Facebook and Google UAC.

 

Self-Service SaaS tool for media buying on Google UAC, Facebook, and Instagram.  This focuses on three things: workflow automation, ad building and reporting, and creative analytics. Our fee for this service is 0.7% of spend with a maximum of $15,000 per month. It’s free if you spend less than $50,000 per month on Facebook or Google UAC across your accounts.

Ways To Work With Us

 

Fully-Managed Services: Social advertiser spending > $100,000 per month with significant creative demands. Our fees are 15% of spend or $15,000/month, whichever is greater. The term is 90 days for unlimited video and image production. We offer discounts if spend exceeds $100,000 a month.

 

Managed SMB: Designed for social advertisers spending less than $50,000 per month seeking guidance with user acquisition and creative production. Our fees are 20% of spend or $5,000/month, whichever is greater. The term is 60 days and we bundle in two videos and one image per month.  Additional creative available for an incremental fee.

 

Managed Startup: This is designed for true startups who need to get their ads working on Facebook and who are spending up to $25,000 per month. If you are looking for a quick 30-day test to experiment with Facebook ads, this is your plan. We will use your creative and cut our usual rates for creative by 50% for the first ten videos.

 

See more about our managed services here.

How We Work

 

100% Transparency in All Communications:  Call it a radical idea, but we believe in 100% transparency in communications. That means we share all our ideas, all our strategies and the ideas that shape them, all our tests, and all performance reports.

 

Your “Creative History” and “Media Buying History” documents: We document testing and then we share it with clients so they have a road map and a record of everything that’s worked or not worked. We create documents like this for all creative development and testing, and for all our media buys and audience targeting. Clients own this document, and they are free to take it away with them.

 

Daily and weekly communication: We also conduct weekly or biweekly calls where we share what we’ve done in the last week, and discuss strategy and tactics for the next week. These calls help clients stay on top of what we’re doing, but also allow us to get insights into clients’ priorities and any strategy changes or other shifts that could affect their ads’ performance.  For intraday communications, we use dedicated Slack channels so clients can reach us instantly, but also so information stays out of email and can be efficiently exchanged.

Creative Reviews and Approvals

 

Our Creative Studio includes a drag and drop interface to review creative throughout its development. This makes it easy to see what’s being done and it also allows for easy reviews of creative.

 

We know how important it is to make creative reviews as easy as possible. We work with several companies who have intellectual property holders who are television shows, feature films, celebrities, or athletes. There are often a multitude of outside sources who need to access creative and give feedback and approval. Our system is designed to gather comments and feedback and to centralize reviews and approvals as efficiently as possible.

 

Of course, having all this in one interface also keeps it out of email, so every evolution of creative and every piece of feedback is easy to see, track, and archive as development moves forward.

Fully-Managed “Bake offs”, aka “Head-to-Head” competitions

 

It’s really easy to get stuck in a rut with direct response creative, and with digital advertising strategy in general. We benchmark your internal team’s performance or complement their work with new ideas via agency “bake offs” or “head to head” competitions.

 

We’ve conducted 56 competitions like this – and have yet to lose one.  So why do a bake-off? Plenty of reasons, but here are the best ones:

 

Best creative and UA practices will be shared and documented. Everything we learn, we’ll share with you.

 

Generate fresh creative concepts and new media buying strategies. If your creative has started to get stale but you have to preserve performance, a bake-off is a great way to gather fresh creative concepts and new variations.

 

New variations based on winning concepts and high-performing competitors reduces non-converting spend.

Here’s how we do our bake-offs:

 

Bake-off lasts 30 calendar days.

 

Each partner – us and your internal team – gets $50,000 to $100,000 in the budget.

 

Teams must spend two-thirds of their budget on iOS and one third on Android or they lose.

 

Mobile app engagement ads aren’t allowed.

 

Each team starts with a fresh account at exactly the same time, so there can be no account history bias.

 

Audiences are split 50/50 between teams (Facebook can set this up).

 

Each team starts with the same seed creative and audiences.

 

After the first day, teams don’t share creative, audiences or account access.

 

Teams share metrics every Tuesday and Friday.

 

Performance is measured by net profit (so our fees are included in that calculation).

 

The winner is determined by the highest net profit.

The Creative Benefits of Working with Consumer Acquisition

 

Our best creative practices are always shared and documented. Lots of companies use us for the heavy lifting of developing new creative concepts. We help generate endless fresh creative concepts that help eliminate team’s tunnel vision.

 

But we don’t just work in a vacuum. When we get a winner, we send that over to our client for them to use. When they get a winner, they send it over to us. This creates an environment where both teams are building on each others’ best work. It usually ends up being a “1+1=3” situation, and the combined teams generate better results than they would if they were working independently. Internal teams can also easily generate new variations from our winning concepts, which in turn reduces non-converting spend even more.

 

For an example of this, see our Quantitative Testing document . It shows how the two teams work together to rapidly iterate new creative. The foundation of this work is the Creative History we put together for every client. That’s the document mentioned earlier that contains all the wins and all the failures of our creative testing. For the client, this means they can bring on new employees or new partners and not make them “reinvent the wheel” from the beginning. Instead, they can build from what we’ve already done.

 

Want to know more? Our Creative Testing Phases and Creative Studio summary page explain our process and abilities.

Media Buying Benefits

 

Our media buying works just like our creative services in several ways:

 

We’ll benchmark your internal team’s performance.

 

All user acquisition best practices are documented and shared.

 

We’ll generate a media buying document containing all wins and failures from media testing. This will allow you to bring on new employees and partners and share learnings so mistakes are not repeated.

 

Because we work as an external team, that means your advertising is now done through two accounts. This has its advantages: If a certain campaign gets wonky or gets moved into learning phase, then the other account can take on more traffic, and thus insulate the revenue stream from any vagaries in that one account’s performance.

 

For our best relationships, we do a weekly review of both teams – internal and external. If we outperformed the internal team in terms of net profits, we’ll be given a bit more budget. If they’ve outperformed us, we’ll give some budget back. This keeps some mild pressure on for competitiveness and performance, but it also helps smooth out any hiccups in either account.

 

See our Managed Services Overview for more information.

Check Out Our Previous Resources!

Fill Out Form To Download PDF. Version










Please prove you are human by selecting the Star.