As a busy marketer, how do you find time to keep on top of your Facebook ad campaigns and ensure that only the best ads are running?
If you’re just starting out with a couple of campaigns, it’s easy to keep an eye on them but if you have dozens of campaigns running and a hundred other marketing tasks to complete it’s easy to neglect them, and the results will start to decline.
Luckily there are some proven ways to increase the outcome of your Facebook ad campaigns with minimal effort. And they’re just one click away.
Are you ready to create your very own Facebook Automated Rules and take your Facebook ads strategy to new heights?
That “read more” button is not there for decoration! 😉
What Are Facebook Automated Rules?
First of all, let’s define what automated rules are, and to make no mistake let’s see what Facebook writes:
With automated rules, you can create rules in Ads Manager and Power Editor that automatically update or notify you of changes to your campaigns, ad sets or ads. Automated rules put more control in your hands. Rather than checking the performance of your campaigns, ad sets or ads daily, automated rules can run these checks for you and take the actions you’d normally do manually.”
But there’s more. Facebook has built in optimization which over time decides which ads get the most impressions and which ones gets less budget depending on your campaign objectives.
Ads within the same ad set compete against each other for delivery. We display all the ads in your ad set until it’s clear one is performing better. When that happens, that ad will be shown more than the others. Having multiple ads in the same ad set is a fast way to test different creatives with the same audience (we recommend a maximum of six active ads in an ad set at a time).”
REMEMBER: regardless of any other rules or optimization you choose, the Facebook optimization feature will always be running, it can’t be turned off.
How to Create Facebook Automated Rules
What happens if you need more control over your Facebook ads but don’t have time to check them every day?
Within Facebook, you can now set up Automated Rules within Ads Manager and Power Editor.
Facebook Rules allow you to:
- Turn off adverts, adsets or campaigns
- Send a notification (but not take any action)
- Adjust the budget up or down
- Adjust the manual bid up or down
To create a rule using Ads Manager or Power Editor, these are the steps to follow:
- Connect to your Ads Manager
- Select the campaign, ad set or ad you want to apply a rule to.
- Click Create Rule.
- Set up your rule [In the pop-up window that appears click on “Apply Rule To” to tell Facebook where you want the rule to apply. In “Action”, you will select what you want your rule to do, clicking on “Conditions” you’ll be able to choose a condition that triggers your rule (you can add additional conditions using the “+” button), you can also adjust the amount of time and attribution window for your rules]. Once you’re done click “add”.
- Confirm the type of notification you want to receive from Facebook (if you have multiple people on your ad account you can also add subscribers to your rule so that they can receive notifications too).
- Enter a name for your rule, and then click Create.
Your rule is now active, and you can track all rule activity in Automated Rules.
Ok, I made it short and simple. Facebook devotes a few chapters of his business guide to explain how to set up and manage Automated Rules. But there’s a faster, simpler, better way to manage your campaigns on autopilot.
Introducing AdEspresso Automatic Optimization
Facebook Automatic Rules can give you a high degree of control but what if you want to get the benefits without the complication of setting it all up?
Thankfully our built-in algorithm called AdEspresso Automatic Optimization can be set up with one click!
Automatic Optimization will look at your campaign objectives and slowly start moving budget away from the underperforming adsets and move it into adsets where you are getting the best value for money. The total campaign budget won’t be changed, and the optimization is gradual, taking at least a couple of days before it starts working and then moving budgets around slowly so as not to cause any radical changes to adset budgets.
For most advertisers, this is the perfect balance between ease of use and getting the best value for money out of their campaign budget.
AdEspresso Custom Facebook Automated Rules
In most cases, Automatic Optimization is a great place to start but if you have more specific objectives it’s time to set up some custom rules and doing so in AdEspresso will give you more options than in Facebook.
We’ll cover some of the most popular custom rules below and show you how to create your own.
We also created a 10-minute video to show you every single step of the process.
If you are impatient, you can click here and jump straight to the video, or you can invest a few more minutes and watch it after reading!
How To Create New Rules
Building a new set of rules couldn’t be easier. Just go to the Tools tab in AdEspresso and select Optimization Rules…
…and from there select Create New Set and start building.
Any changes can be edited or deleted if required and the rules won’t be live until you apply them to a campaign so get clicking and discover all the options available for yourself.
Using Rules As A Safety Net
If you’ve traveling with limited internet access, or on vacation, it can be useful to pause campaigns if the frequency or cost per conversion goes too high.
For example, if you want to pause a campaign when users have seen the ad on average six times a simple rule can be applied:
The same can be done for the cost per conversion (CPA):
Fine Tuning Campaigns Using Rules
As well as applying rules at campaign level we can fine tune things and set up rules to only pause underperforming ads. For example, if we want just to turn off ads that have a CPA over $30 but keep the rest of the campaign running we can apply this rule:
One of the most common uses of custom rules is to scale a successful campaign so that it is given more budget if it is achieving a good cost per conversion.
Warning: these rules increase the overall campaign budget. Always set a maximum budget increase on the rule and monitor the results carefully when using a new rule.
Always set a maximum budget increase on the rule and monitor the results carefully when using a new rule.
If, for example, a campaign is profitable when it is achieving a $30 CPA we might want to increase the budget by 10% every two days if any adsets have a CPA below $20:
On the other hand, we might want to reduce the budget for an adset if the CPA is too high:
Perhaps we don’t want to change the overall budget though? In that case, we can get the best value from the campaign using a redistribution rule:
Caution: The Facebook algorithm adjusts slowly so aim to scale gradually at around 10% per day, try not to increase budgets too fast.
Applying Multiple Rules
What if you wanted one rule to scale the best adsets, another to decrease the budget of underperforming adsets and another to pause ads that are converting poorly? Just add more rules into the rule set:
How To Apply Your New Facebook Rules To A Campaign
There are three ways to apply custom rules or Automatic Optimization:
- 1) Add a rule set when creating a campaign:
- Turn rules on and off from the dashboard of a campaign which is running:
- Use the Start Optimization button to bulk apply rules to multiple campaigns at once from your campaign list:
To check on the changes made by Automatic Optimization or your own custom rules just go to the Timeline tab on any campaign in AdEspresso and then select the Automatic Changes filter and all the changes are all laid out there.
To help you stay on top of your Facebook ad maintenance, the best rules are the ones that are kept simple and use a timeframe of several days.
Remember that an algorithm will rigidly apply the rule regardless of external circumstances, it won’t take into account how public holidays or the weather affect performance.
So, in conclusion, custom rules are best used to achieve one simple task such as capping the frequency or scaling the budget and best mixed with regular monitoring.
Do you still have doubts? Do you think it is too complicated?
Watch this video then, our top expert Paul Fairbrother -author of this article, shows you everything you need to do, step-by-step, in just 10 minutes! And his British accent is an added bonus! 😉
Are you ready to use the enormous potential of Automated Rules and start applying them to your campaigns now? If you want some more examples, you can check 5 out 5 Facebook ad Optimization Rules to Steal (And 5 Reasons Why You Need Them) it will give you some smart ideas to start with!
It’s your turn now! Which Facebook rule is your favorite and why? Is there something that we didn’t cover? We want to know what you think, leave us a message in the comments below (compliments included)!