In this tutorial, I’m going to discuss something called Facebook Ad Rules.
Now what this means is you can define certain conditions and whenever those conditions are being fulfilled by any of your ad set or campaign, Facebook will execute certain actions which you have predefined. So in essence you’ve created a rule.
Without any delay let’s get into the tutorial. I have logged into my ads manager, these are all my campaigns and here you can see there’s a button called create rule. if I create a rule right here the rule applies to all the active campaigns. On the other hand I can also select a campaign and I can apply a rule just to this campaign or I can select a particular ad set and I can create a rule just for that one ad set. Now you need to define something called an action and conditions. So an action could be turn off the ad set or send you a notification, adjust bid – like increase the budget of the ad, increase the lifetime budget or adjust the manual bids – you can increase or decrease your bid. So to give you some examples what if – say you were running an advertisement and your approximate CPA you wanted to be around rupees ten. But then this ad is suddenly giving you a cost per conversion of about say five rupees which is amazing so you would want to increase your daily budget automatically in case you’re receiving such an amazing cost per conversion. On the other hand if the cost per conversion is exceeding say twenty rupees and that’s too much for you, you can automatically turn off the ad set. So based on whatever strategy you want to follow you can define these ad sets. For now let me select turn off ad set.
Now let’s give this a condition. You can turn off the ad set when the spent has reached a certain level or the frequency has reached say – over five people have seen your ad more than five times, the cost per result is greater than a certain value and things like that. You can you can also work with your events that you’ve already added through Facebook pixel and in case the conversions are less you can automatically tell the ad to shut off. So there are a lot of these other options which you can checkout. Say I was running a campaign and I wanted to have about , impressions and then shut off the ad so I can select that here as well. For now let’s leave this ad cost per result and let’s say if the cost per result is greater than fifteen. So Facebook is saying here that they would need to show the ad to at least eight thousand people in order to optimize the campaign to its best and only after that we should judge the campaign and decide whether I want to shut off the campaign or not. So I can add this and there now I have two conditions here. Next we select the time range – in what timeframe do you want to see whether the conditions are being fulfilled or not. So by default it is last three days. I could say something like yesterday and leave it at that.
Attribution window – so basically what this means is that Facebook will consider a user and see if the user is converting into a result or not within one day of viewing the ad but however if the user has already clicked on the ad then Facebook will wait for twenty eight days to see whether the user converts or not. Basically if the user clicked on my ad, went to my site and then left and then came back after fifteen days and came directly to my site and converted on anything then Facebook will still consider that to be a conversion through Facebook ad, that is what attribution window means. Frequency of this rule is continuous – so basically every minutes Facebook will check to see if these conditions are being fulfilled or not. You can change this according to whatever you need.
Finally whenever a rule is being applied and Facebook decides to turn off the ad you can receive an email notification. Let’s give this rule a name – shutoff ad. Click create and the rule is created. You can also go to manage rules and you can see a list of rules that are already created and you can take actions right from here. That’s about it for this tutorial. I hope I was able to teach you something new and add value to you. If I did please hit the thumbs up button, comment and let me know and subscribe to my channel for more marketing content. If you’re looking to have a one-on-one session with me, the best way to reach me is through Instagram. the link is right here. Thank you.