As some of our accounts have grown and scaled over the last few months, we found that we were following standard processes in response to routine situations. Oftentimes our internal project management tool would be full of if-then clauses like this:
-> If campaign X gets $400 in spend and gets no conversions, please pause it.
-> If ad creative has less than 0.2% in CTR, please pause it.
And so on and so forth.
So much so, we began codifying many of these ‘standard operating procedures’ – even as the complexity of our various ad accounts grew. With tens of ad sets and hundreds of ads, it started to become cumbersome to execute these standard processes, even with well-defined rules.
More recently, we found out that Facebook has, indeed, automated rules available for advertisers, which can be used to perform routine if-then tasks automatically.
Here are the top 3 routine decisions that we’re automating.
1. Turn off under-performing ads
2. Ramp up new ad sets that are under-spending
3. Ramp up high performing ad sets
As more and more of marketing becomes automated, we continue to explore quick and easy ways to embrace the many efficiencies that automation is affording to us.
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