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Scaling your Ads Faster
Like top level sport, the world of successful advertising has become increasingly reliant on marginal gains.
Platforms are saturated with high quality content. A great creative delivered to the right audience, at the right time, is no longer a guarantee of success. So when a campaign, ad set / squad or ad does take off, you need to act fast to capitalise on it.
Automate your scaling. Never miss an opportunity to maximise profit.
The Problem
You may be running multiple ad campaigns across Facebook and Instagram. Perhaps you’re 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 / squad and ad in each account 24/7, how can you ensure you don't miss an opportunity to scale?
The Solution
What if you could replicate the manual decisions you make to scale, and then repeat them? You’d not only free up a huge amount of time, but ensure that opportunities to scale are never missed.
This is what automated rules do. Based on the metrics you use to identify an opportunity, they allow you to carry out automatic scaling in three different ways:
- Increase the budget (by % or amount)
- Increase the bid (for manual bidding, by % or amount)
- Duplicate the ad set / squad
In order to set our scaling rules, we need to define what an opportunity looks like...
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 non-profitable ones, we were able to produce benchmark figures such as those in the example above. We could then use these benchmarks in our rules to serve both as warnings for poor performance and indications of opportunities to scale.
In our fast scaling rules therefore, we have a number of options available for differing objectives, even using 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 Click Through Rate (CTR) or Cost Per Website View, e.g.:
Increase bid by 20% between 12am - 5am if ad set / squad 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 No. Purchases, e.g.:
Duplicate ad set / squad between 12am - 5am if ad set / squad delivered an average ROAS > 4 and No. 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 / squad, we can set up our automated scaling rules. These will identify our best ad sets / squads and take the action we would take, instantly.
In our example on the right, we set up a rule that spots our best active lead generation campaigns. It then aggressively scales the budget no more than once every 24 hours (so long as the ad sets / squads still fit the criteria).
This means that whenever our lead generation campaigns have been delivering the results we want consistently (across the last 3 days in our example), TrustAds will recognise the opportunity to scale - and take it.
Exploit Every Opportunity for Profit
Even while you sleep
