Programming ad campaigns to automatically adjust

These days you can use automated rules to control ad campaigns. It means that say, an ad isn’t performing, the rule will shut it down – or pump up ads that are getting great results. All the while you can be doing something else. In this blog we look at how to get started with an automated campaign on Facebook and Instagram so you can grow faster and build a brand that’s more dynamic than the competition.

Pic Bernard Hermant c/o Unsplash

Imagine if you had an advertising employee – your instructions might be to monitor your ads and invest more on ads that have a good return and to end ads that don’t perform over, say, a week-long period. You want your employee to be fast, on the ball and work with mathematical precision, ideally 24 hours a day. That’s unrealistic for a human, or at least would be very expensive. Fortunately for Teemill store owners, Facebook provide this service in a tool for free.

Facebook Automated Rules allow you to select a few options for a drop down and build a logical statement like “If Cost Per Aquisition is more than £5, increase ad budget by 10%”

There’s also a section where you can see all of your rules to keep an eye on them or tweak them. This is where you can change a rule, whereas you set up a new one at the Ad Set or Campaign level. It doesn’t really matter which one you pick, perhaps try at an Ad Set level so that your rule doesn’t turn everything off if you have one winner and a few less good Ad Sets in one Campaign.

Getting Started

Load your Facebook ads manager and pick a Campaign and Ad Set to add a rule. There are loads of conditions for your rule in a massive drop down of options. We recommend choosing something like Cost Per Aquisition or a similar metric that helps you assess what results you have got for your spend.
Make two rules for each Ad Set. First, make sure you switch off your ad if your Cost Per Aquisition goes above an uneconomical number. And second add a rule that increases your budget if your ad is making you money.

You choose a date range at this point which is a rolling window over which the ad analyses the dataset to make a decision, and the default is 7 days.

The ad will look at the last 7 days data to make a decision based on your rule. A shorter window gets a faster decision but is less accurate.

Short windows will not include people who add an item to their basket and intend to come back later – which happens a lot. So we recommend making sure your window is long enough to allow the ad time to settle. You can do this without risking more money by halving your per day amount and making the window twice as long.

Careful with rules, as they can automatically kill a campaign (conversion window, people check out later) or spend your money for you. If used right, they are a great way to save you time and automate your advertising campaigns and decisions.

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