No matter how well performing your best ads or ad sets are, if you don't spot and kill the ads that aren't bringing in results, these poor performing ads can undermine your better ads, leading to a loss of overall profit in your campaign.
Let's take a look at a basic example below:
Total loss = £50
In this scenario, without keeping tabs on ads 2 and 3 and cutting them down before they have spent the advertiser's budget, they've been able to completely undo the performance of Ad 1, leaving the advertiser out of pocket overall.
If you can quickly identify poor performing ad sets or ads (like 2 and 3 in our example above) whilst they are still in the early stages of spend, you can not only prevent loss in profit, but free up your budget to focus on the ads and adsets that are performing well, to maximise the your overall return.
Early warning rules are designed to do just that, to use tell tale signs, based on your chosen metrics, that an ad set isn't performing in the way you'd expect - pausing it before it does any damage to your campaign.
In order to create early warning rules, we need to know what makes an ad good or bad...
We looked at our historical campaigns and this is what we found:
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 early warning rules therefore, we have a number of options to use for differing objectives, even in this small example.
Early warning rule examples for Traffic Objectives
If your goal is to drive traffic to your website, you might set up your early warning rules based on CTR or website views, e.g:
Pause ad if spent > £5 and CTR < 2.5
Pause ad if spent > £5 and Cost per website view > £0.73
By looking at our historical data to define the average results for our profitable and non-profitable campaigns, we're able to set up early warning rules that capture and kill ad sets that aren't meeting our average expectations within the first £5 of spend.
That not only protects the performance of our profitable ad sets, but leaves our budget safe to spend on the ads that are bringing in the results we want.
Protect your Campaign Profits
Kill the bad, save the good.