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Let’s talk Facebook Automation & Rules
I've been seeing a lot of uncertainty about how to use rules on Facebook Ads Manager lately, so I've decided to put together a list of my personal favourites. I’ve even given them cool names (a thread
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I've been seeing a lot of uncertainty about how to use rules on Facebook Ads Manager lately, so I've decided to put together a list of my personal favourites. I’ve even given them cool names (a thread
)1/14
First, a note about rules. Rules are not only helpful for automating processes, but also for being notified of when a specific event occurs. Being notified is key because it will let you know when it’s time to take action.
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While not all of these rules will apply to you, you may be able to take some of these concepts and apply them differently. It’s important to not get carried with rules, because they can also negatively affect performance if not used correctly.
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Another very important step is to figure out your goals. Determine your breakeven CPA, and your breakeven ROAS. Determine your goal CPA and goal ROAS. It’s necessary to understand these metrics before creating rules in order to effectively use them.
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ROAS Rally
This limits spending on poor performing ad sets.
All active campaigns (or ad sets if using ABO)
'Website Purchase ROAS' is smaller than [your breakeven ROAS]
‘Impressions’ are greater than 5,000
Decrease daily budget by 10%
Last 3 days
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This limits spending on poor performing ad sets.
All active campaigns (or ad sets if using ABO)'Website Purchase ROAS' is smaller than [your breakeven ROAS]‘Impressions’ are greater than 5,000Decrease daily budget by 10%Last 3 days5/14
ROAS Reanimator (shoutout @cmikulin)
This helps account for delayed attribution on the paused ad sets.
All paused ad sets
'Website Purchase ROAS' is greater than [your breakeven ROAS]
‘Impressions’ are greater than 5,000
Turn on ad sets
Last 7 days
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This helps account for delayed attribution on the paused ad sets.
All paused ad sets'Website Purchase ROAS' is greater than [your breakeven ROAS]‘Impressions’ are greater than 5,000Turn on ad setsLast 7 days6/14
Micro Scaler
All active campaigns (or ad sets if using ABO)
'Website Purchase ROAS' is between [your breakeven ROAS] and [your goal ROAS]
‘Impressions’ are greater than 5,000
Increase daily budget by 5%
Max daily budget cap at X
Once daily
Last 3 days
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All active campaigns (or ad sets if using ABO)'Website Purchase ROAS' is between [your breakeven ROAS] and [your goal ROAS]‘Impressions’ are greater than 5,000Increase daily budget by 5%Max daily budget cap at XOnce dailyLast 3 days7/14
Macro Scaler
All active campaigns (or ad sets if using ABO)
'Website Purchase ROAS' is greater than [your goal ROAS]
‘Impressions’ are greater than 5,000
Increase daily budget by 20%
Max daily budget cap at X
Once daily
Last 3 days
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All active campaigns (or ad sets if using ABO)'Website Purchase ROAS' is greater than [your goal ROAS]‘Impressions’ are greater than 5,000Increase daily budget by 20%Max daily budget cap at XOnce dailyLast 3 days8/14
CPM Buster (shoutout @clovrecich)
Setting your CPM high will make sure you aren’t spending a fortune on fluctuations.
All active ad sets
‘CPM' is greater than $20 (Or higher, up to you)
Turn off ad set
Last 1 day
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Setting your CPM high will make sure you aren’t spending a fortune on fluctuations.
All active ad sets‘CPM' is greater than $20 (Or higher, up to you)Turn off ad setLast 1 day9/14
Bid Trainer (when using caps)
For ad sets with bids too low to enter the auction, finding a balance between delivery and scale.
All active ad sets
'Impressions' is smaller than 100
Increase bid by 5%
Max manual cap set at 200% breakeven CPA
Once hourly
Today
10/14
For ad sets with bids too low to enter the auction, finding a balance between delivery and scale.
All active ad sets'Impressions' is smaller than 100Increase bid by 5%Max manual cap set at 200% breakeven CPAOnce hourlyToday10/14
Bid Demolisher (when using caps)
Decreases bids until efficiency.
All active ad sets
'ROAS' is smaller than [your breakeven ROAS]
‘Impressions’ are greater than 1,000
Decrease bid by 5%
Min manual cap set at 10% breakeven CPA
Once daily
Last 3 days
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Decreases bids until efficiency.
All active ad sets'ROAS' is smaller than [your breakeven ROAS]‘Impressions’ are greater than 1,000Decrease bid by 5%Min manual cap set at 10% breakeven CPAOnce dailyLast 3 days11/14
Ad Hunter
Stops poor performing ads before they run away.
All active ads
'Website Purchase ROAS' is smaller than [your breakeven ROAS]
‘Impressions’ is greater than 5,000
Turn off ads
Last 7 days
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Stops poor performing ads before they run away.
All active ads'Website Purchase ROAS' is smaller than [your breakeven ROAS]‘Impressions’ is greater than 5,000Turn off adsLast 7 days12/14
Frequency Gate
Ensures efficient impression frequency
All active campaigns (or ad sets if using CBO)
'Frequency' is greater than 2 (prospecting), or 7 (retargeting) - adjust to taste
Decrease daily budget by 5%
Minimum budget set to your choice
Last 7 days
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Ensures efficient impression frequency
All active campaigns (or ad sets if using CBO)'Frequency' is greater than 2 (prospecting), or 7 (retargeting) - adjust to tasteDecrease daily budget by 5%Minimum budget set to your choiceLast 7 days13/14
Did I miss any rules that you swear by? Let me know what rules you can’t live without below, and if you liked this thread, give it a share 
Side note: It’s funny that FB uses ‘greater than’ but not ‘less than’, and instead opts for ‘smaller than’. Thanks for listening!
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Side note: It’s funny that FB uses ‘greater than’ but not ‘less than’, and instead opts for ‘smaller than’. Thanks for listening!
14/14
