Automatic rules in Facebook Ads
What are automatic rules in Facebook Ads and how to set them up?
As the number of advertising campaigns grows, it becomes more difficult to control their quality. In order to simplify the work with a large amount of data, correctly allocate the budget and optimize the time of interaction with advertising campaigns, it is worth using the automatic rules of Facebook Ads. We will tell you about what it is, why, and how they help targetologists.
What are automatic rules for?
AutoRules allows you to activate and deactivate ads, control your budget, and set up notifications. To activate a rule, you need to set the corresponding criterion and select the action of interest.
Next, using examples, we will consider three tasks that can be solved using auto-rules:
- Adjust frequency of ad impressions.
- Control CPC and conversion rate.
- Adjust schedule for ad impressions with a set daily budget.
How and why should I limit the frequency of impressions?
Too frequent impressions of audience ads can lead to an increase in the cost of the targeted action in targeted Instagram ads, for example … To prevent this from happening, it is worth using automatic rules with which you can turn off the broadcast of ads if they have been shown to users more than two times (the number is indicated approximately and depends on your product and marketing strategy).
How to do it? In this case, the settings are made at the campaign level, so first of all we tick the campaign of interest. Then click on “Rules” and select “Create a new rule” in the drop-down list.
Then a configuration window opens in front of us, and here we set two parameters:
- Selecting to apply to all active ads.
- Moving down to the “Conditions”. In the list of conditions, look for and select “Frequency”, and enter the number of impressions at which we want the ads to be disabled, for example, 3.
All that remains is to give the rule a name and save it. Now impressions, and therefore costs will be under control.
How do I create a rule to control the cost of a conversion?
There are many factors that can affect the cost of a conversion. And the sooner changes are noticed, the better. To save time and not miss the moment of cost increases, it is best to set up a notification that will notify you of changes in the conversion price.
You can trust this with automatic rules. It should be borne in mind that this option is available for campaigns with the goal of “Conversion”.
By analogy with the previous algorithm of actions, mark the campaign and create a new rule.
In the “Actions” item, select “Send notification only”. And in the “Conditions” we prescribe the required conversion price, which should not be exceeded. In our case, $ 3.
Rule for setting the schedule of impressions
If your campaign uses a budget for the entire period, then you shouldn’t have any problems with setting the display schedule. But if the budget is limited for a day, then impression planning is not available. In this case, another automatic rule helps out.
When creating it, we set the activation of the campaign as action and set the current date and time.
The next step is to create a chart. To do this, it opens user settings and creates a weekly schedule. There can be several display intervals within one day.
After saving this rule, create another one for the same campaign, but already specifying the time to turn it off.
You can check that all auto-rules have been saved and are working correctly in the general Facebook Ads Manager menu. In the drop-down list, select “Automatic Rules”, and a full list of them with detailed information, the ability to edit, delete and preview will open before us.
A few more words about the benefits of rules
This is a really handy Facebook Ads tool that makes campaigning easier and saves time.
What else can you do with auto-rules:
- Control offline conversions.
- Enable or disable ads when various conditions are met (cost level, number of mobile app downloads, etc.).
- Receive notifications about actions with advertising posts (including if someone leaves a comment).
- Control the number and cost of mobile app downloads.
For more information on all the possibilities of the rules, see the corresponding Facebook Ads menu. By running several rules at the same time, you can cross their conditions. But the more such intersections, the more difficult it is to control the correctness of the rules and avoid a conflict of conditions.
Auto rules make it easier to keep your ads in check. But they do not negate the constant involvement of the targeting analyst in monitoring campaigns and the willingness to improve settings.