Why you should always set up a 'bad result' and 'no result' scenario for poor performance rules
In our training videos and materials, you may have seen us refer to 'bad result' and 'no result' scenarios.
This is best practice when setting up rules to protect you against poor performance.
What is a bad result scenario?
This is where a pause rule is set up to protect you against bad results - whether in your campaigns, ad sets/squads or ads.
The scenario itself is defined by what you consider to be poor performance, based on your ad data.
Bad result scenario example
As an example, let's say you're running an ad campaign to drive traffic to your website. Looking at your historical data, your average CTR is 1.7%.
You might therefore set up a rule to pause advertising on an ad that's delivering CTR of less than average (1.7%) after $5 or more has been spent. It might look something like this:
Now that's great to cover you against ads delivering poor results. But what about ads with no results?
What is a no result scenario?
A no result scenario is where your campaign, ad set/squad or ad isn't just delivering poor results, it's delivering no results whatsoever.
The scenario itself is where no results have been achieved based on the metric(s) you're interested in.
No result scenario example
Let's use the same example above, where we're measuring success by the CTR achieved.
To ensure we're covered against an ad achieving no results, we'd set up a rule similar to the 'bad result' scenario, pausing an ad if it has reached the same amount of spend but with 0 clicks.
Why do we need both?
If we only set up the bad results rule, any ads delivering no results wouldn't be captured, due to the way Facebook calculates its % metrics.
The bad results rule is set up to pause ads with a CTR < 1.7%, but if no clicks have been achieved, rather than set the CTR to 0%, Facebook reports no CTR at all.
This means the rule pausing CTR < 1.7% won't pause any ads delivering 0 clicks, as there is no CTR for it to measure against.
A no results scenario therefore ensures that any ads that are performing poorly - by delivering no results - are captured, as well as ads delivering results that are bad.
For any rules set to pause poorly performing campaigns, ad sets/squads or ads, make sure to always set up both bad results and no results scenario rules.