Advanced Facebook Ads Automations and Rules

By setting up these automated rules, we're able to save a heap of money by
cutting back on what's not working throughout the day and really scaling up what is working.
Far too often I see people that turn things off way too early, and the fact of the matter is
if you're not spending at least 2 to 4 times per ad set, you're probably not giving
the algorithm and enough data to optimise, but also these data sets are not statistically significant
to optimise. So then we move on to our scaling rules. Now what we want to
do with these rules is, and a question I get a lot by clients and stuff like that,
is why do you actually use rules? Are you being lazy? Do you want to just
kick your feet up and automate things so that you guys don't have to worry about it?
The fact of the matter is with rules, it lets us manage and optimise campaigns
on a much, much, much more intricate scale or level than we would be able to as
humans. So by setting up these automated rules, and we use Facebook
rules now, we used to use Revealbot. By setting up these automated rules we're
able to save a heap of money by cutting back on what's not working throughout
the day and really scaling up what is working. So as you can see there, our
optimisation rules, we've got our stop loss on the add set level, and so if a
an ad set spends $200 throughout the day without sales, we just turn it
off. Now we do something quite interesting with the
optimisation rules, where we used to spend or we used to optimise based on
just a flat line rule. We used to say, with the example of a $50 CPA, we used to
say, if we're not getting at least a $50 CPA, we just want to turn it off.
Now we're using a stepladder so that we can give Facebook a little bit more
breathing space because CBOs do need a bit more space. We've found with our
tests, when we start running CBO is the first couple of days they actually don't
perform as well as ad sets or ad set budgets, but then after a couple of days,
once it gets the chance to optimise, it way outperforms the the ad set budget
campaigns. So by setting up the rules this way, when you spend over a
$1,000 and the CPA is greater than $65, then we turn off either the
campaign or ad set depending on how you want to set it up and
stepping up, so once we've got more data once the CPA is $55, you'll notice it's a
bit stricter and it's still above our target CPA, then we turn off the campaign,
and finally, we actually hit our target CPA for optimisation once we're spending
at least $2,000 on that particular campaign.
And then, of course, we've also got a safety rule. So that safety rule is
for delayed attribution and delayed reporting. Basically, as you may or may
not know, Facebook reports on spent first, and then it reports on the
result of that spend 15 to 30 minutes later. So we
want to make sure that we're not turning things off too early, and if we do have
delayed attribution, we are turning back on a campaign if it becomes unprofitable.
So if it's spent over a $1,000 and the CPA is profitable, then we're going to be turning it back on.