Marketing Strategy #18: Set Up Automated Rules to Pause Underperforming Ads and Scale Winning Campaigns Automatically

This action plan will help you streamline ad management, reduce wasted spend, and maximize results by letting automated rules handle both pausing poor performers and scaling up winners—across platforms like Google Ads and Facebook/Meta Ads.

Action Plan:

1. Define Your Performance Metrics

·        Decide which metrics indicate underperformance (e.g., high cost per conversion, low click-through rate, low ROAS).

·        Identify metrics that signal a winning campaign (e.g., low CPA, high ROAS, high conversion rate).

2. Access Automated Rules in Your Ad Platform

·        Google Ads: Go to “Tools & Settings” > “Bulk Actions” > “Rules.”

·        Facebook/Meta Ads: Go to Ads Manager > “Rules” > “Create a New Rule.”

·        Other Platforms (e.g., TikTok): Look for “Automated Rules” in the campaign management section.

3. Set Up Rules to Pause Underperforming Ads

·        Choose the asset: campaign, ad set, or ad.

·        Select the action: “Pause” or “Turn Off.”

Define conditions, such as:

o   Cost per result above your target threshold

o   ROAS below your minimum acceptable level

o   CTR below a set percentage with sufficient impressions

o   No conversions after a certain spend

·        Set the frequency (e.g., check daily, every 15 minutes, or custom intervals).

·        Add notifications so you’re alerted when a rule triggers.

4. Set Up Rules to Scale Winning Campaigns

·        Choose the asset: campaign or ad set.

·        Select the action: “Increase Budget” or “Increase Bid.”

Define conditions, such as:

o   CPA below your target

o   ROAS above your goal

o   Conversion rate above a set percentage

·        Set scaling parameters (e.g., increase budget by 20% if conditions are met).

·        Limit maximum daily budget increases to control risk.

·        Schedule the rule to check performance at regular intervals.

5. Test and Preview Rules

·        Use the “Preview” function (if available) to see how rules would have affected past performance.

·        Double-check that rules don’t conflict or overlap.

6. Monitor and Refine

·        Regularly review rule-triggered actions and campaign performance.

·        Adjust thresholds, scaling percentages, or rule frequency as needed to optimize results.

·        Remove or update rules that no longer fit your campaign strategy.

Quick Reference Table

Step	Action	Outcome
Define metrics	Set clear performance goals for pausing and scaling	Consistent, data-driven decisions
Access automated rules	Navigate to rules section in your ad platform	Ready to automate campaign management
Set pause rules	Pause ads/campaigns failing to meet targets	Reduce wasted spend
Set scale rules	Increase budget for high-performers automatically	Maximize ROI and growth
Test and preview	Simulate rule impact before launch	Avoid mistakes and conflicts
Monitor and refine	Review and tweak rules regularly	Continuous improvement and efficiency

Tips for Success

·        Start with conservative thresholds and scaling percentages; adjust as you gain confidence.

·        Combine pause and scale rules for a fully automated, responsive ad account.

·        Always monitor results to catch anomalies or unexpected outcomes.

·        Use notifications to stay informed without micromanaging.

By automating these processes, you’ll save time, eliminate manual guesswork, and ensure your budget is always working as hard as possible.

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