Technology. It can be pretty scary right?
Now i’m not talking about those fictional worlds laid out in Westworld, Humans et al here, where futuristic technology is presented to us a physical threat.
I’m talking now. The actions taken by technology that we can’t see, only their results. In a world filled with big data, artificial intelligence and algorithms, it’s hard to feel in control.
When it comes to Facebook, as marketers we have to be constantly on our toes, adapting to new rules and consistently attempting to somehow outwit and master the renown ‘Facebook Algorithms’ in our advertising.
We’re responding to results, adapting to what the unseen algorithms do to our ads. Just when we think we’ve perfected our approach, things change.
But before you brandish all technology as the enemy, consider the technology that can help you.
Automated rules are there to help us in this relentless battle.
Fighting technology with technology?
Yes, but not without a bit of human guidance, so don’t start panicking about your job security. Yet . (I’m half-kidding, I watched the film Eagle Eye, it didn’t end well).
But I’m afraid to let an automated rule make changes to my Facebook campaigns!
We hear ya. Change is scary. Implementing new tools takes time.
You want to feel confident that your rules are working correctly before letting a tool make decisions for you, right?
Well step right up, we’ve got just the rule for you!
Rule #1 - Dipping your toe in the water with automated notification rules
This rule does exactly what it says on the tin.
You set up the rule to let you know about the performance of a campaign, adset or ad - based on your specified criteria - i.e. what you want to be alerted to.
For example, you might want to be notified if:
- Your ad is underperforming, so you can decide whether to switch it off
- Your adset is performing strongly, so you can decide whether to scale it
- Your campaign has reached a specified spend, so you can review its performance.
Why would I use this rule?
This rule is perfect for those that might not be too trusting of technology, who want the ability to set up and test out rules without any risk - the perfect starting point for your optimization journey.
You save time by allowing the rules to handle monitoring your campaigns - but when it comes to making any changes - the control is still completely yours.
You can wait for those emails to roll in, notifying you - based on your criteria - of when it’s time to take action.
Ready to dip those toes in? Learn how to set up the rule here!
Rule #2 - Pause campaigns once they have reached maximum spend
This one is a perfect for agencies who manage multiple client accounts, or individual businesses who have very strict budget allocations for each campaign they run.
Simply put, once your campaign has spent a certain amount of money (as defined by you), the campaign will be paused.
Setting a rule that focuses on lifetime campaign spend will ensure you never go over budget, even if you’re running rules that increase budget at the adset level.
Using the tagging feature, you can even ensure the rule doesn’t affect ad-hoc client campaigns (e.g. holiday specific, with bespoke budgets) and only impacts those where each new campaign is allocated the same budget - for example if you are on a fixed retainer.
Why would I use this rule?
The ultimate safety net.
This one not only saves you the manual work of remembering to set up a spending limit for every new campaign, it also allows you to maximise your campaigns by running rules that focus on the performance of your ads and adsets.
This means you can run rules that scale your (or your clients’) best performing adsets - perhaps duplicating them or increasing the budget - or switch off your worst performing ads, all without the risk that the campaign itself will overspend.
Ready to cast that safety net? Check out how to create the rule here!
Rule #3 - Early warning rule: Kill poor performing ads without hurting your campaign
Feeling more confident? Let’s hand the automation tool a little more control.
Don’t panic, we’re not altering our bids or budgets just yet, instead we’re going to stop wasting our money on poor performing ads by switching them off.
This rule takes a little more consideration on your part. Essentially: what constitutes a poor performing ad for you?
Your objectives and metrics will come into play here. Take a look at your historical data to see which ads have performed well or poorly in the past to figure out what sort of metrics you can use to guide your rules.
Don’t have historical data? Ask yourself this: How much are you willing to spend on an ad that renders no results?
Once you have these figures, you can set up a rule to kill off any ads that just aren’t delivering.
This can be something straightforward like:
Pause ad if more than £10 has been spent with 0 clicks.
Or perhaps something that takes into account multiple metrics like:
Pause ad when Cost per view content is > £3, spend is > £5 but purchases = 0 and add to cart count = 0.
Don’t forget Facebook’s 8,000 impressions guidance!
One thing you’ll need to remember with any early warning rules is that Facebook recommends allowing a campaign, adset or ad to receive at least 8000 impressions before taking any action based on cost per result metrics. So don’t forget to include this metric in your rule.
Why would I use this rule?
When you’re launching, managing and scaling multiple campaigns, adsets and ads - it can be tricky to spot all of your underperforming ads, especially when you’re only focusing on your big spend.
But when you’re working at this level, with a high number of campaigns, if you don’t spot and cut down poor performing ads quickly, even the smallest overspend can add up.
Utilising even the most basic of early warning rules to cut down underperforming ads quickly will save you time and prevent your bad ads from eating into the profit you make from good ones.
Ready to kill those profit leeches? Learn how to create a simple early warning rule here!
So Facebook automation isn’t so scary after all?
Nope! It’s there to help you, on your terms.
In the words of President Lyndon B. Johnson:
“Automation is not our enemy…automation can be the ally of our prosperity”
The man knew his stuff, that was way back in 1964!
We hope that you’re now a little less fearful about using automation rules to optimise your Facebook and Instagram campaigns.
These simple rules alone can make such a difference, so why not test them out with a free 7 day trial of TrustAds?
You’ll also be able to take a look at our rule templates, which take into consideration more advanced optimisation tactics - we believe in you!
Don’t forget you can always drop us a line firstname.lastname@example.org if you have any questions.
Want to find out more about Facebook automation rules in general? Check out our blog!
Facebook: Ads Manager
The American Presidency Project: Lyndon B. Johnson 525 - Remarks Upon Signing Bill Creating the National Commission on Technology, Automation, and Economic Progress