Scaling your Ads Faster

Like top level sport, the world of successful advertising has become increasingly reliant on marginal gains. Platforms are saturated with quality content, a great creative delivered to the right audience is no longer a guarantee of success.

So when a campaign, ad set or ad does take off, you need to act fast to capitalise on it.

Automate your scaling so you never miss an opportunity to maximise profit.

The Problem

You may be running multiple ad campaigns across Facebook and Instagram, or managing multiple ad accounts for your business or clients.

Monitoring campaigns effectively is a full time job. Optimisation takes insight, consideration and most importantly - action.

Without having a pair of eyes across every campaign, ad set and ad in each account 24/7, how can you ensure you don't miss an opportunity to scale?

The Problem

The Solution

If you could replicate the manual decisions you make to scale and repeat them, you'd not only free up a huge amount of time but ensure that opportunities are never missed.

This is what automated rules do. They allow you to, based on the metrics you use to identify an opportunity, carry out scaling automatically in three different ways:

  • Increase the budget (by % or amount)
  • Increase the bid (for manual bidding, by % or amount)
  • Duplicate the ad set

In order to set our scaling rules, we need to define what an opportunity looks like...

The Solution

The Experiment

We looked at our historical campaigns and this is what we found:

Non-profitable campaigns:

  • CPM = 9
  • Cost per any = 0.28
  • CTR (all) = 2.14
  • CPC (all) = 0.5
  • Cost per website view = 1.48
  • Cost per purchase = 29.5
  • Cost per ATC = 8.9

Profitable campaigns:

  • CPM = 8.84
  • Cost per any = 0.17
  • CTR (all) = 2.5
  • CPC (all) = 0.48
  • Cost per website view = 0.73
  • Cost per purchase = 15.8
  • Cost per ATC = 4.9

By comparing our profitable campaigns with our non-profitable ones, we were able to produce benchmark figures, such as those examples above, to use in our rules both to serve as warnings for poor ad performance or as opportunities to scale.

In our fast scaling rules therefore, we have a number of options to use for differing objectives, even in the small number of example metrics above.

Example bid increase scaling rule for Traffic Ads

If your goal is to drive traffic to your website, you might set up your scaling rules based on a strong CTR or cost per website view, e.g.:

Increase bid by 20% between 12am-5am if ad set delivered CTR of > 2.5 and cost per website view of < £0.73 yesterday (but don't change again for 72 hours)

Example duplication scaling rule for Conversion Ads

If your goal is to drive conversions, you might set up your scaling rules based on Return on Ad Spend or purchases, e.g:

Duplicate ad set x3 between 12am-5am if ad set delivered average ROAS > 4 and Purchases > 2 in the last 4 days (but don't duplicate again for 24 hours)

The Result

By looking at historical data to define what constitutes a strong performing ad set, we can set up automated rules to identify these and take the action we would, instantly.

In our example on the right, we set up a rule that looks at our lead generation campaigns and aggressively scales the budget no more than once every 24 hours (so long as the ad sets still fit the criteria).

This means, whenever our lead generation campaigns have been delivering the results we want consistently across the last 3 days (in our example) TrustAds will know there is an opportunity to scale - and take it.

The Result

Exploit Every Opportunity for Profit

Even while you sleep.

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