How to increase RPMT of your marketing team with Facebook Ads automation

Kirill Shilov
Jul 20, 2017 · 6 min read

In this article, we will talk about the main issues of Facebook Ads automation and the rules of it. We will be constantly updating and completing this article as Ad API and Facebook Ads tools are developing.

Processes that occur in a team working with paid FB ads can be divided into several groups:

  • Target Audience Analysis
  • Creatives Production (Texts, Banners, Video)
  • Creation of Advertising Campaigns
  • Management of Advertising Campaigns, and
  • Analytics

The hardest processes are Creatives Production and Creation / Management of Advertising Campaigns, which consume the most time. If the team has not understood how to change advertising campaigns based on Analytics yet, it can seldom achieve effective return from Facebook and as a result stops using this tool due to disappointment. It is also worth noting that the managing process is nearly impossible without automation.

We should also distinguish the metrics that will allows us to evaluate the effectiveness of automating the processes accurately. At the Reveal Team, we have developed a special KPI for these purposes, Revenue Per Marketing Team Member (hereafter referred to as RPMT). On the graph below, you can see the change in metrics for one of our clients after implementing Reveal into the marketing process.

Revenue per marketing team member

Automation Rules Overlook

All the rules can be divided into groups. For each group, we will provide a detailed explanation with the examples of how the mechanism can be applied:

1) First-Party Metrics of Advertising Campaigns

2) Performance Metrics

3) Custom Business Metrics, and

4) Composite Scenarios

Let’s take a closer look at every group of rules.


Application of Automation Rules in Reveal

Automation interface

After that, the interface for creating rules will appear. Then, you need to:

1) Select the Ad account to which the rules will be applied

2) Application of rules: Campaigns, Ad sets, Ads

3) In the Tasks section, you can create groups of tasks:

  • Pause
  • Start
  • Increase budget
  • Decrease budget
  • Increase bid
  • Decrease bid

The Reveal tool allows you to create rules with big inclusions, matching the conditions with AND or OR. A text description is formed for every rule. It significantly reduces the number of mistakes made while developing the rules:

Pause rule

Take a look at the following examples of the application of rules in order of increasing complexity of the logic

First-Party Metrics

  • Starting an advertising campaign at a given period of time:
Start rule

If you’re in a service business or if you have studied and now understand user behavior, this mechanism allows you to turn the ads on and off at a given period of time. For example, you can turn on the additional Ad Sets on Friday evenings if you are in pizza delivery.

  • Checking Spend, CTR, Clicks, Impressions

In the beginning, when you are just testing ads and don’t have sufficient statistics of customer cost and income, you can focus on primary metrics that show the effectiveness of ads. Examples of rules:

Stopping if clicks are few:

Turning off the ads with small CTR:

Turning off the ads with high cost per click:


Performance Metrics

When you have sufficient statistics, automation of these metrics is crucial for effective campaign management.

Turning off Ad Sets with a high cost per purchase:

Turning off Ad Sets if the actions are few while the budget expenditure is sufficient:

Once you set the rules according to CPA and cost per purchase, you will quickly start evaluating advertising campaigns based on business indicators.


Custom Business Metrics

There is also a possibility to compare metrics. For example:

Increasing budget in case of high (>4.0) prevalence of revenue over the expenditure:

Stopping a low return AdSet:

Stopping AdSet if ROAS is out of the given range ( 3.2 >= ROAS <= 3.75):


Composite Scenarios

You are selling goods online. It often happens that a part of conversions is added to statistics after some time. We need to track such cases and turn on AdSets immediately, since there is hard KPI on the number of leads.

Below is an example of a group of rules that can be used in this case:

This set of rules implements the following scenario:

1) Stopping AdSet in one of the three cases:

  • Few purchases today
  • Few purchases in the last 7 days
  • Cost per purchase > $23

2) An immediate launch of AdSet in case of receiving lagging conversions:

In this case, we check if there are any lagging conversions every 15 minutes, and turn on AdSets if they are present. To do it, we track the cost and number of purchases today and in the last 7 days:


Log Analysis

1) The Rules section

2) Click on the Logs button next to the rule

You will receive statistics for when this rule is triggered:

Thanks to this, you can analyze current scenarios and develop new ones.

To help you start using Reveal automation, we created a PDF-file containing a checklist with the automation rules:

Revealing what’s hidden

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Kirill Shilov

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Revealing what’s hidden

Stories from the makers of Reveal bot

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