Schultz: Changing 'Advertise' to 'Create an Ad' Boosted Growth by 40%
Alex Schultz · Meta CMO Alex Schultz: Competing Against TikTok & Snap; Why Reels Failed at First | E985 · 20VC with Harry Stebbings · Mar 7, 2023 · at 23:26
Alex Schultz is the Chief Marketing Officer and VP of Analytics at Meta. He describes how an accidental translation quirk in France revealed a key growth optimization for self-serve ads.
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“Instead of advertise, when we translated it to French, we said, create an ad. And in France, we had a much larger rate of advertiser growth, like really much rather a larger rate, like 30, 40%. We were doing an analytics test with a vendor, and they found that France was far higher, and we found it was this mistranslation, so we changed everywhere on the site. Instead of saying advertise, we changed it to create an ad, and we step changed up advertiser growth.”
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