{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Price Power","title":"9: Frameworks for Meta's AI-driven advertising w/ Marcus Burke","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/a9477626\"></iframe>","width":"100%","height":180,"duration":3044,"description":"Marcus Burke, Meta Ads consultant, explains why blended CPA is misleading, how creative format determines your audience targeting, and what signal engineering means for subscription apps in an AI-driven ad landscape.Marcus breaks down his approach to working with Meta's algorithm rather than against it. He advocates for strategic ad set segmentation based on where different creative formats naturally deliver: static ads to Facebook feed, short-form video to Instagram Reels.The conversation goes deep on the relationship between product design and ad optimization. Marcus explains how your subscription model, trial length, and paywall structure all affect the quality of signal you can send back to Meta. Sometimes optimizing for LTV conflicts with optimizing for ad signal, and growth teams need to navigate that tension intentionally.What you'll learn:• Why a $10 cost per trial can lose money while a $100 cost per trial can be profitable• How to use creative format (static vs. video vs. playable) to control placement distribution• Why \"broad targeting\" often results in narrow reach and high frequency on the same audience• How to structure ad sets by expected delivery rather than demographic targeting• What value rules are and how to use them for country, age, and gender optimization• Why the conversion event you optimize for should determine your account architecture• How to connect onboarding survey data with Meta demographic breakdowns• Why cold social traffic requires a fundamentally different onboarding approach than search traffic• What makes an effective \"aha moment\" before the paywall• How multi-price point strategies enable broader audience targeting• Why signal engineering is one of the last remaining levers for growth marketersKey Takeaways:• Blended CPA hides traffic quality problems. A $10 cost per trial from Instagram Reels represents a completely different audience than $10 from Facebook feed. Break down your metrics by placement to understand what...","thumbnail_url":"https://img.transistorcdn.com/zQmNoGN5MuGeMOqTvMb2DuPbwhjQUVEJ-q54eTGsg0c/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMDkx/MTljNmYxN2FkNGFm/NDIwOWMyNzU0MmQ1/M2ZjZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}