Slides zum Thema: Kampagnenautomatisierung und Automatisierte Kampagnen - Bulkerstellung, Regeln und API von Dennis Fäckeler auf der virtuellen AFBMC. https://conference.allfacebook.de/

1. Campaign Automization
Bulk creation, rules & API

2. User research Personas Prototyping Crowd usability
tests
UI design
Lean startupAdvertising effect
tests
Online surveysInhouse tests &
eye tracking
Card sorting
A/B-testing
International
usability testing

3. No more issues organising testers, hardware and rooms
Test target audiences
Document and prioritise generated insights
Virtual eye-tracking and quantitative metrics
Generate your own highlight-video for presentations
Share your results with colleagues
Optional: Let experts analyze your tests

4. What you can expect
1. Automation Goals
2. Types of Automation
3. Automated Rules
4. Bulk Edits
5. Automated Ads
6. Additional Automations
7. API

5. Goals of Automation
Scalability Increase your
efficiency
Decrease
monkey work
Increase data
transparency

6. Facebook Types of Automation
Automated Rules Bulk Edits API Drittanbieter-
Integrationen
Ad flighting
& sequencing
Scheduling

7. Automated Rules in a Nutshell
Turn off
campaigns, ad sets, ads
Send a
notification
Adjustments to
budget, bids
Criteria
to trigger
Action
to take
Where
to apply

8. Limitation to Automated Rules
250 rules
in one account
One of each
conditions per rule
Only same level
associations
No rules
for political ads

11. Only same level
associations

16. Adjusts budget based on
difference to target value

19. Rule can only fire once in
selected timeframe
independent from
selected schedule

23. Available Conditions
Cost per Add of Payment Info
Cost per Add to Cart
Cost per Add to Wishlist
Cost per Registration Completed
Cost per Checkout Initiated
Cost per Lead
Cost per App Install
Cost per Purchase
Cost per Result
Website Content Views
CPM (Cost per 1,000 Impressions)
CPM (Cost per 1,000 Impressions)
Estimated Budget Spending
Hours Since Creation
Frequency
Impressions
Reach
Results
Name in UI
Objective
Start Time
Stop Time
Buying Type
Billing Event
Optimization Goal
Results
Daily Budget
Lifetime Budget
Spend Cap
Bid Amount
Created Time
Updated Time
Placement
Budget Type
Hours Since Creation
Estimated Budget Spending %
Audience Reached %
Active Time in Seconds
Current time in seconds

29. What can I do with those rules?

30. Automated Rule Examples
Alerts
Underpacing
Ad Sets
Spend too high with
no conversions
Frequency
too high
Optimization
Prevent ad fatigue
Increase ad budget
based on ROAS
Budget allocation
Pause non-
performing ad sets
Increase bid if
delivery is low
Avoid wasted ad
spend
Scheduling
Decrease budget
on weekends
Increase budget on
Wednesdays
Testing
Ad rotation rules

31. Automated Rule Types
Alerts
Underpacing
Ad Sets
Spend too high with
no conversions
Frequency
too high
Optimization
Prevent ad fatigue
Increase ad budget
based on ROAS
Budget allocation
Pause non-
performing ad sets
Increase bid if
delivery is low
Avoid wasted ad
spend
Scheduling
Decrease budget
on weekends
Increase budget on
Wednesdays
Testing
Ad rotation rules

32. Alert: Spend too high with no conversions

33. Optimization: Prevent Ad Fatigue

34. Optimization: Prevent Ad Fatigue
https://www.intotheminds.com/blog/en/effects-ad-frequency-recency-ctr/ https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/
Data from 2019 Data from 2016

35. Optimization: Increase Ad Budget based on ROAS

36. Optimization: Increase Ad Budget based on ROAS

37. Rule Hack: Multi-ruling
Rule #1
Increase budget
by 50%
If CPC < 0,15€
Rule #2
Decrease
budget by 50%
If CPC > 0.25€
Rule #3
Stop ad set
If CPC > 0,30€

38. CPC vs. CPA optimization
CPC matters not as
much as CPA
Depends on the
business model
Take retention
into account

39. Purchase
AddPaymentInfo
InitiateCheckout
AddToCart
View
Search
40% 60% 70%
8,40€
CPA
(CPC)
21€
CPA
35€
CPA
50%
Ø 50€
→ 100€ CAC
ROAS: 0,5

40. More Advanced Rules with third parties

41. Bulk Edits

42. Bulk Edits in Ads Manager
Name
Find and Replace
Budget
Spending Limit
Name
Find and Replace
(Budget)
Start Date
End Date
Minimum Spend Limit
Maximum Spend Limit
Age
Gender
(Delivery Optimization)
(Bid Strategy)
Billing Event
(Delivery Type)
Placements
Devices
Mobile Device Types
(OS Versions)
Name
Find and Replace
Page
Primary Text
Website URL
Display Link
Headlne
Landing View
Description
Call to Action
URL Parameters
Campaign Ad set Ad

46. Bulk Edits mit Excel

47. Bulk Export & Import

49. Bulk Edit in Excel

50. Bulk Edit in Excel: Interest splitting
[{"interests":[{"id":"6003326098406","name":"Ice"},{"id":"60
02926351162","name":"Hockey"},{"id":"6003137808261","
name":"Lipstick"}]}]

51. 1. All columns need to be filled, just copy from the original ad set
2. Leave ad set id blank, but give it a new name
3. Leave ad id blank, but give the ads a name

57. Limitations of Bulk Edits
Gives an error for
dynamic product ads
250
Upload and download not
reliable over 250 rows

58. Automated Ads
Multiple versions
of your ad
Tailored
audience suggestions
Recommended budget
that generates results
Timely notifications
about your ads

59. Automated Ads vs Boosted Posts
Simplified ad that is supposed to optimize
itself over time
Boosted Posts Automated Ads
Post from your timeline with applied
budget that appears as ad
Main goal: Increase engagement
Maximizes ad visibility
Grow your audience
Lack of control
Main goal: Defined in settings, can be
conversions
Finding the right ad creative, placement
and audience to yield the best results

62. Overlap Exclusion

64. Lookalike stacking
+ interest overlays

65. 1€

66. API
Transferring data
for reports
Automating
campaign creation
Automating campaign
maintenance

67. Transferring Data with Tools
Transferring to Excel
Transferring to Google Sheets
Transferring to Data Studio
Transferring to BigQuery
Paid Free
Data Studio
Community Connector

68. Create campaigns automatically for increasing product portfolios via API

69. Campaign Automization
Bulk creation, rules & API
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