The secret to optimizing rule-based FB campaigns

  • Tutorial

Divide and rule

The basic, manual optimization algorithm consists of two stages:
  1. Division of a campaign into disjoint adsets. For example, a breakdown of basic targeting by gender, age, GEO, or device. For example, from targeting МЖ18-30 we make 4 ads: М18-24, М25-30, Ж18-24, Ж25-30;
  2. Independent management of each of the adsets (monitoring targets, adjusting bids, budgets, turning ads on and off.

This optimization algorithm is simple and effective, applicable to any type of campaigns. Independent management of addresses allows you to find an effective bid for each adset to stay in the given KPIs, and where it is impossible, turn off the adset in time and not waste your budget. Despite its simplicity, this algorithm has a significant drawback - it requires a lot of time from the manager and the constant execution of routine operations (which leads to errors).


Automation solves this problem. The robot is ready to perform the prescribed actions around the clock with a frequency of once every 15 minutes, regardless of whether it is a working day or a day off, 7 pm or 4 am. In this article, you will learn how we do it at

How it works?

  1. We go into the campaign and select the list of ads that we optimize (technically, optimization works with both one and several addresses)
  2. Click the automation icon
  3. In the window that appears, fill in the parameters
    • Name - the name of the automation (select the name that characterizes the automation)
    • Sync Period - frequency in minutes at which the robot will check adsets (at least 15 minutes)
    • AdSets - list of adsets for optimization (selected adsets are listed here)
    • Rules - create rules from scratch or based on existing templates
    • Add Condition - Add a block with rules and subsequent actions - click on it

  4. In the block that appears, two parameters:
    • Action - an action that will be triggered when rules are executed
    • Set Rules - the rules themselves, on which adsets are checked in optimization. These rules can contain any parameters from statistics, checks greater than, less than equal, values ​​and period (today, yesterday, last 7 days, etc.) In addition to the rules, logical operations AND or OR can be applied.

  5. In the example, we optimize the cost of installing a mobile application (we aim for $ 0.22) and apply three blocks of rules:
    • If the installation cost is higher than $ 0.22 and the number of installations is more than 10, we lower the rate by 5%. (here the second condition is used in order not to draw conclusions on a small number of installations, which is statistically insignificant)
    • If the installation cost is below $ 0.22 and the number of installations is more than 10, we increase the rate by 5%.
    • If the number of installations is less than 10, we increase the rate by 10%

  6. Save - Done! Now, every 15 minutes, adsets will be checked for these rules and, if triggered, the rate will decrease and increase. Each rule applies independently to a separate adset, so each adset has its own bid balance, which leads to the execution of KPI.
  7. Based on the results of each change, a report is sent by email with the addresses on which the rules worked, as well as old and new rates.

Important points

  1. Changing bids only works on fixed rate ads (i.e. where auto-bid is set, the bid will not change)
  2. It is important that when breaking the adsets do not intersect across the audience (i.e. that the same person doesn’t enter two different adsets at the same time), otherwise internal competition between the addresses will be created, which will lead to poor results.

What else can be automated?

  1. Stop adsets when you reach the required indicator (for example, stop campaigns at the moment when 1300 likes are reached)
  2. Stop adsets when exceeding a critical indicator (for example, stop adsets with an ad frequency of more than 3)

You can try the automation of ads in our tool

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