You are LOSING money on ads if you are NOT doing this in 2020 Honestly, this is the most underrated tool that facebook has EVER given us If you are a brand in 2020 and you aren’t doing this, you are wasting your money AND time.You are LOSING money on ads if you are NOT doing this in 2020 Honestly, this is the most underrated tool that facebook has EVER given us If you are a brand in 2020 and you aren’t doing this, you are wasting your money AND time. SO. What is “this” ? Rules But not just any “rule”. There are specific rules that you can set up TODAY that will drastically reduce the time that you are spending inside of ads manager and lower your Cost Per Purchase; directly improving your ROAS With that being said, there are 3 main “pillars” that your rules should cover Time Savers Scalers Cost Reducers So, I’m going to give you some rules that you can PLUG into your ad account TODAY that cover all 3 of those important pillars ----- Pillar A: Time Savers Rule #1: Stop Loss *this is also a cost reducer* Turn off if spent is > your breakeven CPA and ROAS is < 2. 0 and if PUR on pixel is < 1 set it to run continuously Gone are the days of constant checking… Apply this rule and you’ll automatically be cutting off losing ad sets every day *NOTE* you NEED to 5-10 ad sets for this rule to actually work Create some LLA’s and you’ll be good to go We usually set up our ad sets like this: 1% website LLA’s 1-5% website LLA’s 1% Page LLA’s 1-5% Page LL’s 1% + 1-5% Customer list LLA Interest 1 Interest 2 Interest 3 Copy for ads: Our (product) fixes ______ in x amount of time Or Tired of (problem)?, Check out our (product) Benefit 1 Benefit 2 Benefit 3 Scarcity (only x left in stock) (limited supply) (limited time sale) CTA *llink* Rule #2: Safety Net Turn on if ROAS is > break even ROAS and PUR is > 0 *time range = today* Set it to run continuously This just helps to ensure that you didn’t accidentally turn off the wrong ad set Hence the name “safety net”. Sometimes facebook doesn’t record a purchase in time before the stop loss rule is checked so use this rule UNLESS you want to check your ad sets every 30 minutes… manually Rule #3: Reset Rule Turn on if spend is > $5 Time range = yesterday Schedule to run DAILY All this does is turn on your ad sets that got turned off the day before so you don’t have to do it yourself The reason we turn these back on is to prevent instability Some days an ad set will perform really well and other days it won't so make sure all of your ad sets are turned back on every day at 12am Pillar B: Scalers Rule #1: Scaling *this only works with abo* Increase daily budget by 25% if spend is > $40. 00 and PUR ROAS > 2. 0 and PUR > 3 Set up a custom schedule for every day of the week 4 am, 9 am, 12 pm, 4 pm, and 8 pm Set the max daily budget cap to $1, 000 Using this rule along with the stop loss is REALLY going to help you increase spend while maintaining a profitable ROAS Without having to manually increase budgets, you’ll cut down on the time you are spending inside of ads manager and pretty much max out your profitability BECAUSE…. You are automatically cutting losers (stop loss) and scaling your winners at that same time BUT make sure you set up the custom schedule. You’ll lose all your stability if you increase the budgets every 30 minutes lol Pillar C: Cost Reducers Rule #1: 3 day shutdown Decrease daily budget by 100% if (spend is > 3 x {your break even cpa}) and (ROAS is < {your breakeven ROAS} Minimum daily budget cap = $1. 00 Time range = last 3 days Schedule to run DAILY What this rule does is turn down the budgets on the ad sets that are really underperforming over the past 3 days The budgets we’ll be turned so far down that they won't get turned back by the reset rule. This rule will drastically reduce your costs without you having to manually check your budgets every day After 3 days, replace those losing ad sets with different interests or test 5-10% LLA’s Rule #2: Trimming Turn off if (spend is > 2 x {breakeven CPA}) and (website ROAS is < breakeven ROAS) and (PUR > 0) Time Range = today Set to run continuously The whole point in running this rule is to turn off unprofitable ad sets as fast as possible The Trimming rule is like one step behind your stop loss so now you have a backup if the stop loss rule misses any unprofitable ad sets Again, reducing costs and saving you time! IF for some reason, all of your ad sets start performing poorly… Turn off all of the rules THEN what you can do is dup the campaign and switch out your creatives because audiences last a long time → creatives die fast(er) Run the new campaign for 2-5 hours and just check it manually every hour and if things start behaving normal, just reapply all of the rules and boom, you are good to go ------- That’s all I have for ya today Rules are simple yet super effective. Sometimes setting these rules can be a little tricky so if you are unsure about something, feel free to leave a comment below and I’ll get back to you asap Peace ✌- Collin
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