How To Scale Facebook User Acquisition in 2020
- by Brian Bowman | August 5, 2020
- UA is Dead
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Check out our newest whitepaper and learn how to scale Facebook user acquisition in 2020. UA automation has been a numbers game for a long time. In February 2018, the duopoly’s algorithms evolved into something sophisticated enough to take over humans’ jobs. Facebook started slowly but is incrementally nudging us all toward the near-total automation.
This has had a profound effect on user acquisition advertising and user acquisition managers. Now we have fewer levers left to achieve results than we used to have. And yes, the automation has taken a lot of work away from us. It’s made entire industries (like adtech) increasingly obsolete. As a result, it will probably shrink the size of many UA teams.
But, while some things are being taken away, other opportunities are opening. Creative strategy, development, and testing actually end up being the primary driver of improvements to ROAS. Those things are still best done by humans.
In our newest whitepaper, we review how we got to this point of UA automation and how it’s affected Facebook user acquisition performance and management. Also, what UA managers should do to evolve into this very new environment. And to elevate their level of UA techniques to become skillful masters. It’s an exciting time to be in user acquisition, but it demands a great deal of agility.
Check it out!
Table of Contents
Section 1: How the Algorithms Have Been Moving Toward Automation
- How We Got Here
- Creative Audit
- Media Buying
- Optimizing for Special Situations
Section 2: What User Acquisition Automation Means for UA Advertisers, UA Managers, and UA Teams
- Don’t Fear the Machines
- The Shrinking UA Department
- What’s Next for UA Managers and Their Employers
Section 3: How Automation Affects Other Aspects of User Acquisition Management
- The UA Automation and the Three-Legged Stool
- The Algorithms Still Need to be Monitored
- Third-Party Adtech is Largely Obsolete
- …But Some Adtech is Still Useful
Section 4: Achieving UA Mastery: Advanced Techniques for Facebook
- Testing Mastery
- Audience Mastery
- Media Buying Mastery