New feature in the Facebook rules advertising system

New feature in the Facebook rules advertising system

irit frank / January 29, 2020 / Advertising on Facebook / 0 Comments

Facebook is a wonderful advertising platform. The first reason why its system and algorithm is so incredible, is the amount of data the system has on its users. It lets us target the target audience we are interested in with extreme precision. Which is effective from both a budgetary and a marketing aspect.
The second reason why this system is so incredible is the fact that the people at the R&D centers work tirelessly to release new features and capabilities every few months.
True, it can be an annoyance as well. Imagine that a person wakes up in the morning, comes to work, turns on his computer and starts doing what he’s used to doing but then discovers that someone’s moved all the buttons he got used to, or changed the settings or whatever. That’s right! Changed how the system computes exposure...
Sometimes the universe implodes 🙂
But I’m an optimistic woman... I claim that it keeps us, the campaigners (the hard core ones, I might add) on our toes...
So without further ado...here it is! The new feature straight from the system’s PPC Department R&D team... Rules.

Facebook Rules - what about them?

Let’s start from the very beginning...the morning. Not a specific morning, just morning in general. As a starting point in time.
A campaigner (a hardcore one, I might add) wakes up in the morning, even before the sun rises, for her daily meditation. She immediately grabs her phone to check Facebook’s campaign management application to see what happened overnight. Exposure, conversions, costs, etc.
And that’s how she starts the day...our hardcore campaigner skims each campaign between 3-5 times per day for each campaign when it is in full optimization mode.
Why? Because we always want to know what’s happening with our costs, and our exposure rates, and so forth, and even when we’re managing budgets of tens or hundreds of thousands of shekels per month per campaign, these numbers can change in a few hours and the entire campaign can easily become de-optimized if we don’t keep tabs on what’s going on.
Makes sense, right?
This is exactly where the new Facebook rules enter the picture...
Using these rules we can actually instruct the system to notify us of changes to the campaign, to the lead cost, to the amount of exposure, and all sorts of other such delights.
And when it happens, we can set the system to close the campaign or the set of ads or to make changes to the bid, to increase or decrease, or to increase the budget for the entire campaign, etc., or simply to inform us using a notification.
And then we know when to make the necessary changes to each campaign.
This is actually how adding this feature has saved me and you a lot of time and hassle... Believe me!
I’m not joking! Now what am I going to do with all this free time I suddenly have? 🙂

So, how do you build Facebook Rules?

On the top right side of the image (if you work with an OS in English, like me, otherwise it’ll be on the opposite side), you can see a new box.
This is where we create our new rules. We get a box like this for the levels of the campaign. From the campaign level to the ad level.

Rules at the campaign level:
When we open the box window, this is the next screen we get, and it’s here that we set the type of action that we want the system to perform when the rule is implemented.
We have the following options:

  • Close the campaign - We don’t like to close fruitful campaigns, I say it’s bad karma 🙂You don’t close fruitful campaigns. If the cost is too high, fix what needs fixing.
  • Send a notification - I think this is always the better option. I also like to sense my campaigns and not work on auto-pilot. Remember that there are people behind this crazy algorithm, Facebook users that actually cause this algorithm to work... It’s not all 0 or 1. Sometimes you just have to “sense” things.
  • Change the budget for the entire campaign - increase or decrease the daily budget or the overall budget, depending on how we initially built the campaign. Either according to a daily budget or a lifetime budget.
  • Change the bid - this option will unlock for us (meaning, it won’t be gray) only if we work on manual bids. When should you work on manual bids and when on automatic bids?
    This complex topic is for a completely different article, but if it interests you, send me a message and I’ll sit down to write the methodology.

Once we’ve selected the action for the rule when this rule fills up, we examine the actual rule up close. What needs to happen for the rule to be activated.

The options that will unlock for us here are:

  • Outgoing daily budget
  • The overall budget for a campaign that has already been spent - I have a client that wants to know how many leads he got for every 1000 NIS of media. This rule lets me get a notification for every 100 NIS and up so that I never miss the marker that interest him.
  • Frequency - how frequently is our audience exposed to the ad. If the frequency increases or decreases we want to know and make changes to the campaign.
  • Outcomes - for campaigns that are not  pixel / conversion based. These are engagement campaigns like boost post, clicks per site, etc.
  • Cost per result - let’s assume that we’ve chosen to promote a certain post, for the sake of increasing exposure. If the cost per outcome is higher than X, we’ll want to know. It’s important to mention that if you don’t know how much a result is supposed to cost because it’s a new account, new product, new audience, etc. then this section will be a bit irrelevant to you.
  • Cost per application installation
  • Time elapsed from setting up the campaign or set of ads or ad
  • Cost per pixel conversion - here we can choose between all the standard events
    This section is about what’s considered enough.
    “If only I’d get just the notification of cost per pixel-based conversion, it would be enough!”
  • Other - in this section we can define the following as triggers:
    Link CPC - how much a click on an ad link / average CPM post costs us on average - how much do 1000 exposures cost us

Average CTR - how many clicks did we have on average The clicks can be the following types: likes, clicks on links, on a photo in a post, etc. divided by the ad’s number of exposures.

Number of exposures - how many exposures we have had to date through the entire campaign

Exposures - how many exposures we have had to date.

Reach - how many people have we reached to date in our campaign. How many people have viewed us.

The next stage is selecting the time range when we see that the rule works.
In other words: Do we want the rule to check the parameters that we have chosen every day? Or maybe every 3 days or for the entire time it runs?
My answer is that it depends on the size of your budget. If your budget is a few dozens shekels per day per campaign or set of ads then I think that it’s enough for the rule to run every 3 days. If you are managing bigger budgets then of course we want to run the rule every day.

Here we see the last menu where we have to choose a number that we get a notification for if we go over or under this number.
The options are:

  • Greater than - for example: If the conversion cost is greater than 20 NIS then we want to get a notification.
  • Smaller than - for example: If we haven’t reached X exposures per day then we want to get a notification.
  • In between - If the number of app installations is between 3 and 5 per day then we want to get a notification.
  • Not in between - If the conversion cost of a purchase on the site is not between 20-45 NIS per conversion, then we want to get a notification. I’m running a rule like this on a purchase campaign on a customer’s website that sells computers and technological equipment. Obviously I know what my average purchase conversion cost is through Facebook campaigns. I know this because we have been working together for several months already, and the three of us have learned what a good conversion cost through Facebook is. And when I write the three of us I am referring to the holy trinity: me, the client, and Facebook’s algorithm.

Next, we’ll give our new rule a name and select who is supposed to get the notification.
That’s more or less it...🙂
Now’s the big question of when do we actually use this?
My reply will be annoying...and I apologize in advance for that.
My answer is that it depends.
It depends on what we want to measure.
The effectiveness of one ad versus that of another ad?
Or maybe the rate at which we’re using up a budget versus exposures?
And maybe we just want to be sure that our purchase conversions are economically viable. So that all our profit from the sale isn’t swallowed up by the media-related expenses.
I can tell you that since this feature ended up in my advertising system, I’ve built the following rules:
When we reach an expense of 100 NIS in media
When I have less than X leads per day
When the cost per lead is more than X
When the purchase conversion cost is not within the price range.

Happy conversions everyone