How сan Facebook Automated Rules help you to automate your marketing strategy, implement new tactics, and perform tests? Let’s check how to create Facebook Automated Rules and manage advertising costs effectively.
First of all, it is necessary to introduce what Facebook automated rules are. These algorithms run when condition A is met, then action B is performed. They have a simple structure and help us to make a quick decision. Generally, they are based on “if …, then …” algorithm. For example, Zapier uses it. Thanks to the automated rules, we can timely change or turn-off what is ineffective and scale up what is.
Obviously, the best performing rules will be developed through a system of trial. However, it is a tool for helping to avoid faults, overspend, and ineffective campaigns.
Great, now you understand what the automated rule is, so I can explain how to implement it in 5 steps.
How to Create Facebook Automated Rules?
At the very beginning, determine what you want to achieve when setting the rule. After that, choose the campaign it should apply to. How can you do this? There are two ways to create automated rules. Each of them is simple.
#1. Open your business manager / Select Automated rules
Then click the green button Create Rule.
This option is for you if you want to apply your rule to all campaigns, ads or ad sets.
#2. The second way is for you if it should apply to specific campaigns. Open your Ads Manager. Choose campaigns, ad sets or ads / Select Rules menu / Create a New Rule.
All right, chief, what’s next?
On this step, choose the action that you want Facebook to perform. Now we set the part “then …” in your algorithm, that happens when the corresponding condition occurs.
Well, what are the options?
- Turn on / off chosen campaigns / ad sets / ads.
- Adjust budget. You can increase / decrease / scale both daily and lifetime budget.
- Adjust manual bid (if you use manual bidding).
Set trigger conditions for your action. At this step, you have to establish the part “if …” for your algorithm – it is a condition that determines when a rule will run.
There are a lot of conditions available:
- Most common conditions
- Website Conversions (Facebook Pixel)
- Cost per Website Conversions (Facebook Pixel)
- Mobile App Events
- Cost per Mobile App Event
- Offline Conversions
- Cost per Offline Conversions
Let’s imagine we want to turn off all ad sets after we get 1000 conversions in an online store in 14 days. We have to do this because your company is ready to cover no more than 1000 orders in two weeks.
You have to choose campaigns or ad sets with the Website checkout goal. Select the Turn off action, and the trigger Result with the condition “is higher than” 1000 in the last 14 days.
After you achieve the goal of 1000 checkouts, Facebook will turn off your ads.
On this step, you also set the schedule when your rules should be running:
- Continuously (usually every 30 minutes)
- Daily at 12:00 AM
Then you can choose the type of notifications you want to receive. They are set on your page by default, but you can also add an email option.
After that, put the rule name and press the Create button.
Verify that your rule works correctly. You can open the preview and check again when it will trigger. To do this select the rule and click on Actions / Preview.
You can change existing rules, delete them, or create new ones.
Well done! Now you know how to create Facebook Automated Rules. What about managing advertising costs effectively? It starts the process of creating a complex strategy of automatically managing campaigns.
It is necessary to determine:
- What your KPIs are
- Can the automatic rule optimize your ad?
- Which campaigns should the rule apply to and which ones it should not apply to?
Calculate all the indicators for your campaigns such as min CTR, max CPM, min CR, min ROAS. When it exceeded, Facebook will either stop the ad or send you a notification.
Hints for Facebook Automated Rules
You can use more than one trigger in your rule.
Facebook offers more than 50 metrics to use in your rule. If you are not sure what the metric means, hover over the ‘i’ icon on the right to get a hint.
If you add several conditions at the same time, then the rule will work only if all the criteria are met at once.
Limitations of Facebook Automated Rules
#1: After you save the rule, you cannot reconfigure it to other elements.
#2: You can create a maximum of 250 rules for one ad account.
#3: A rule can work at a campaign, an ad group or an ad level, but not at different levels.
Tactics for Your Playbook, using Facebook Automated Rules
Leave only the best performing ads
Circumstances: When analyzing your ad performance, you can notice some patterns. For example, on weekdays you get more results than on weekends with the same budget.
Tactic: Set an automatic budget reduction for weekends and an increase on weekdays.
Remember that the recommended budget increase should be no more than 20% per day.
Notifications will inform you about the performance instead of manually checking
Circumstances: You like to keep everything under control but are not ready to entrust the Facebook algorithms with changes in your ads.
Tactic: Put your ads management on a new automated level and select the action Send notification only. Your ads will not change, but the system will inform you about the campaigns that you have to check.
Automation in A/B testing
Circumstances: You have to run an A/B test and choose the best performing campaign. After running this action, it’ll be noticed, that the budget has been spent by checking with no result. At this point, it will be too late.
Tactic: Set the rule that will help to solve the problem. For example, stop running ads, when you have spent half the total budget, and the number of results is below 10. Using these rules, you only have to calculate in advance when the ad becomes ineffective.
Control the Cost per Action
Circumstances: You launched many ads simultaneously. Some ads’ performance was good at the beginning but has declined for some reason. The cost of the target action for a long time exceeds the maximum CPA.
Tactic: Configure a rule that sends a notification when the maximum CPA is exceeded.
Control daily costs
Circumstances: You add a lot of new ads every day with different budget types: daily budget or lifetime budget. It is easy to make a mistake and to underspend or overspend your ads budget.
Tactic: In case that underspend is ok for you, you can set up a notification that will warn you when you exceed a daily budget.
Facebook Automated Rules: Summary
Facebook Automated Rules are “if … then …” algorithms that can automate your work. Using them, you will always be aware of how your advertising campaigns work and make changes on time.