Let’s take a look at how TrustAds can spot and kill your poor performing ads before they do any damage:
I work for a fitness brand (don’t laugh, it could be true) and I’m running a campaign to drive traffic to a landing page on my website, dedicated to the launch of a brand new fitness retreat.
We’re going all out with this, we’ve created different landing pages for each of our audience personas, so my campaign contains a number of different adsets targeting these audiences. Each of these adsets in turn contains a number of different ads.
Alongside the rules we’re running (or should be..!) to spot and boost our best performing ads, we want to ensure that any underperforming ads are identified and killed off as soon as possible.
We’re just starting out in the Facebook advertising world, so we’ve already run our brand awareness campaigns, but this is our first CPC campaign (we’re not quite ready to use the Facebook pixel) so we haven’t got any historical data to refer back to yet.
In order to set up a rule, we’ve looked at industry wide statistics, and we know that the average click through rate (CTR) for the fitness industry is 1.01% with the average cost per click (CPC) being $1.90.
What we want is a rule that uses these metrics to help us to identify underperforming ads and pause them, ensuring that we have given them a suitable amount of breathing space before doing so.
After logging into my TrustAds account, I click the green ‘Create rule from scratch’ button at the top of my screen, which brings up my rule creator below:
Rule name: I created a name that briefly described the type of rule and criteria.
Advertising account: I ticked the ad accounts I want the rule to apply to.
Ad level: Ad - this rule is based on the performance of individual ads.
Status: Active - I’m only interested in ads that are running.
Time period/preset: I want to look at the lifetime performance of that ad and, once it has reached Facebook’s minimum impressions threshold, take action if it’s underperforming.
Day parting: I am not currently interested in limiting when the rule runs, as in this example we’re new to Facebook and don’t have the data to find out when our ads perform best. Once we have this, we can introduce scheduling (of our ads) and day parting (for our automation rules).
Description: Information about the rule, what it will do and why I am running it.
Action: Pause advertising & notify me by email - I want the tool to not only take action (pause the campaign) but to let me know as soon as this work is carried out via email.
Rules: Impressions are greater than or equal to 8,000 and CTR is less than 1.01%. This means that any ads that are not delivering the industry average CTR will be switched off, so long as they’ve had more than 8,000 impressions*.
I have told the rule to only run on campaigns with ‘TRAFFIC-AD’ in the title, so I know that this will only impact our traffic generation campaign, which we have set up with the tag in each ad title.
*This is to enable Facebook time to ‘stablise’ the results for our ad before we take any action.
The rule took 2 minutes 49 seconds to create.
Rather than manually monitoring the numerous ads under multiple adsets, TrustAds will - based on the criteria we have provided - switch off the ads that aren’t delivering the industry average, despite having the chance to stabilise as per Facebook’s recommendation.
I’ll also get a notification email, just to be on the safe side, so I’ll know that TrustAds has got my back!
It’s important to note that this is an example, and the metrics used in early warning rules will differ across objective type, B2B/B2C campaigns, available data, industry type and of course, the quality of your ads.
To ensure the most effective early warning rules are in place, it’s best to work with the metrics that are most important to you and set rules those that don’t ask too much of your ads, be realistic! The best way to achieve this is of course to be look at the historical performance of your ads.
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- Marketing Profs - Facebook Advertising Industry Benchmarks for 2018