Optimization algorithms for Facebook and Google UAC have dramatically improved in the past year, leveling the playing field between advertisers both large and small. The duopoly's native adtech has improved such that it's much simpler for advertisers to manage media buying and bidding using only native tools. Advantages once held by third party SaaS providers has diminished, in fact, Facebook and Google's algorithm improvement may eventually kill the third party adtech business. Learn more about how advertisers can take advantage of Facebook and Google's improved algorithms and adtech in 2019, says, Brian Bowman, CEO of Consumer Acquisition.
Late in 2017, Google moved all-new app install campaigns over to Google UAC (Universal App Campaigns). About a month later, they turned off any Search, Display and YouTube app promo campaigns that were running. If you wanted to do mobile app install campaigns on Google, you were going to do them via Google UAC, which lets Google’s algorithm manage most of the functions in your campaigns.
Facebook didn’t take long to follow suit. In early 2018, Facebook rolled out an update, including its new best practices. Facebook’s changes weren’t as forced as Google’s, but they were just as consequential. On February 19, 2018, we had a seismic shift in how we managed mobile app installs and lead generation on Facebook.
The shift was, basically, that we’ve handed over most of the control of a large part of our advertising to the algorithms. This means that we’re freed up to focus on things like creative and audience expansion, but we’ve also given up a lot of control.
Changes in 2019: How to Manage Facebook Campaigns with Google UAC and Facebook’s Best Practices
Prior to February 2018, Facebook allowed advertisers to run a lot of ads. The ads could have overlapping audiences, and there were no penalties for making frequent bid changes, even multiple bid changes every few hours. Ads could be paused and budgets could be modified all the time. Facebook would allow adtech providers, not unlike our own internal AdRules tool, to edit bids, budgets and pause rules with the speed and precision of a high-frequency trading desk. Optimization was done through thousands of actions that were controlled by the advertiser or a third-party ad tech tool.
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