An app advertiser on Facebook · guest's previous employer
Auto-build every mix of your ad pieces and keep feeding them to Facebook
Winners emerged with no human picking them; became his core creative-testing belief
Workedpaid-socialexperimentation
What they did
Built an internal tool (Draper, ~2018) that generated all permutations of ad components and deployed them to Facebook in a constant cycle, with no person touching the output, while Facebook's value optimization (VO) found high-value audiences. Each weekly company stand-up showed the best ad of the week. Lesson: judge the process by win rate and change the inputs; do not try to explain why a given ad won.
What happened
Surfaced winning ads automatically each week; the 'aha moment' that no preconceived notions about winners are useful.
In their words
Sub Club by RevenueCat · The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo“What I would do is we would just deploy these on Facebook all the time. Like there's this constant cycle of this deployment, and then we had like a stand-up every every week with the whole company”
“What you should do is, "Okay, how am I sort of changing the inputs such that I'm getting a higher win rate?" and let the machine do its thing.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- The Fabulous: Have every team map its own path from no AI to full AI use
- Pull competitors' ads into storage and have an AI agent explain the conceptsReplaces a full-time manual job; commonly seen among app advertisers
- Add a pointless CAPTCHA and tell the ad platform who solves itAbout 40% higher ROAS, recalled secondhand
- Spend on your biggest channel until it hits your ROAS floor, then add the nextAdvice from his consulting; keeps overhead and complexity low
- Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS
- Kill ads the same or next day once they clearly aren't winners