Facebook Advertising Rules
Rule-based advertising is a powerful feature that was only available through third-party tools like Ad Espresso.
Fortunately Facebook has rolled this new feature out to everyone,
Rules can be incredibly useful, helping you take control over your ad performance, lower costs and increase results.
How to Create Rules
There are two ways to create rules.
You can select rules in the second row on your Power Editor Screen.
Or you can create rules by opening up the edit toolbar.
How Rules Work
Rules are defined at the campaign, ad set and ad level or on all active campaigns, ad sets or ads.
First you need to choose what group you want to apply a rule to. Then go to the top menu bar and select Create Rule.
Facebook rules are broken out into 8 different parts:
- Apply Rule To
- Time Range
- Attribution Window
- Frequency & Schedule
- Rule Name
Let’s go through each one.
1. Apply Rule To
This is where you select what campaign, ad set or ad. To only change specific groups, choose them from the power editor by selecting the group tick boxes.
You choose what the rule triggers. Currently there are only two options:
- Turn off campaigns, ad sets or ads
- Set an email notificiation
When conditions are met, the action will trigger. You’ll need to consider whether you want to structure your rule as a pre-emptive warning, or an absolute condition.
You can choose who receives a notification when your rule triggers.
Choose what condition triggers the rule.
Rules are broken into metric, condition and value.
The metric condition is what your rule will measure. This gives you a versatile set of options.
The metric condition allows you to choose at what point the metric validates to true. You choose from the following options:
- Metric is greater than x
- Metric is smaller than x
- Metric is between x
- Metric is not between x
Finally you need to set the value of the condition.
In our example we’ve selected $5. This rule will trigger anytime our cost per purchase rises over $5.
Facebook recommends that you stick with at least 8000 impressions. If you don’t do this, new ads won’t run.
You can choose multiple conditions per rule.
5. Time Range
The final option is time range. You have to choose how much time should be applied to your rule before it triggers.
You can choose from the following options:
- Previous day
- Last 3 days
- Last 7 days
- Last 14 days
- Last 30 days
How you choose your timeframe matters a a lot. Facebook advertising results fluctuate per day and per week. If you choose per day, you risk pre-emptively turning off ads that registered one day of bad results. Think contextually about the type of campaign and trigger you set before choosing a date range.
6. Attribution Window
Attribution window will change how your results are recorded. Make sure to choose the attribution window that makes the most sense with your campaign.
You can choose from 1, 7 or 28 days after click and view.
7. Frequency and Scheduling
As of writing this guide, there’s no way to change the frequency and scheduling of your ads.
Currently the rule will be checked at 12:00am the following day.
8. Rule Name
The last part is naming your rule. Make sure it’s named descriptively, so you can refer back to it easily.
To manage rules, go to the Create Rule dropdown and select Manage Rules.
From here you can see the details of each rule, which groups the rule applies to, and manage all rule settings.