Using automated rules in Facebook Ads

Are you familiar with Facebook Ads auto rules? These are programmed actions that automate the management of your ad campaigns. These rules save time and help you efficiently allocate budgets, adjust bids, and enable and disable ads based on specified criteria, eliminating the need for constant monitoring and manual intervention.

How to set auto rules

The algorithm for setting up autorules is as follows:

Select a campaign, ad set, or individual ad in Facebook Ads Manager. Autorations are usually applied at the ad set level. You can also use autorules at the campaign or individual ad level, depending on your goals.

Click the “Rules” button and select the “Create a new rule” option.

Select “Custom rule” and click “Next”.

In the window for setting up a new auto rule. Give the autorule a clear name in the “Rule name” field.

Applying the auto rule:

If checked, the autorule is applied only to the selected element (for example, Ad Set). To apply the autorule to all elements, uncheck the box and select the corresponding elements in the settings menu.

Basic auto rules

Let’s analyze the key principles of campaign management that all media buyers should know and consider situations when their application will be justified.

Disabling Ad Set when there are no leads

Avoid unnecessary advertising costs. If Ad Set doesn’t generate leads after a certain amount of money, you should disable it. Usually, this amount is 2-3 times the cost of a lead, which should be enough to get at least one result. For this rule, set the following parameters:

• Condition: Spend > $15.
• Condition: leads > 1.
• Action: disable Ad Set.
• Time range: today.
• Check frequency: constantly.

Application:

1. Testing new connections and scaling: Disabling all Ad Sets that do not generate leads if the rule applies to them.
   
2. Working Ad Set: This will be disabled in case of technical issues on your end, when users cannot reach your landing page (for example, due to problems with the Keitaro domain or server).

Turning off the ad set at a high cost per lead

Disable Ad Set if the cost per lead exceeds the allowable value:

• Set a condition – the cost per lead (Meta Pixel) is higher than the set limit (for example, $4).
  
• Action – disable the ad set.
• Time range – today.
• Check schedule – continuously.

Application:

1. Scaling. Deactivates all ad sets with a high cost per lead. Select the time range – today. Example: When you run 10 sets with one lead, the probability that all of them will be successful is close to zero. This rule will disable all unprofitable sets, leaving the profitable ones.
   
2. On a working ad set. Disables if the cost of a lead exceeds the set limit. The time range is the last 3 days.

Activation of an ad set when the cost of a lead is normalized

This rule is best used in conjunction with the previous one. After deactivating an ad set, you may receive leads and their cost will drop to the required level. Set rules for inclusion with opposite conditions. If in the previous rule we set the condition “Cost per lead” more than 4, now we set it less than 4.

• Set the condition “Lead cost (Meta Pixel)” < threshold cost of the lead, at which we work to zero (in this example it is $4).
• Action – enable the ad set.
• Time range – current day.
• Check frequency – continuously.

Ad Set activation at midnight

Let’s launch Ad Set in a fresh auction to attract a quality audience.

• Action – Activate the ad set.
• Period – Current day.
• Monitoring schedule – daily.
  
• Without additional conditions.

Application:

1. Launch a new ad. Example: an advertising campaign was launched during the day, but to start displaying in a new auction, we pause and apply this rule.
   
2. Restart. Example: an expensive Ad set was disabled, restart it at midnight using this rule.

Increase your budget by 15-20% daily

When your ad campaign starts to show positive results, it is important to expand its scale. To avoid ad groups returning to the learning stage, there is a rule that allows you to adjust the budget gradually, increasing it by 15-20% per day.

• Select the action “Increase daily budget by” and set the value to 15-20%.
• $300 is the maximum recommended daily budget.
• The frequency of the action is once a day.
  
• The time period is the current day.
• Schedule of checks – daily.
• Conditions are left blank.

Conclusion

Autorules in Facebook Ads are a powerful tool for automating the management of advertising campaigns. They allow you to efficiently allocate budgets, adjust bids, and enable or disable ads based on specified criteria. This reduces the need for constant monitoring and manual intervention, which saves time and resources. Get better results with less intervention!