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Automation Engine 101

Table of Contents

  1. Why Automate?
  2. What can you do in AdParlor's Automation Engine? 
  3. How to create your first rule

Benefits of Automating your Social Advertising

Think about all the time in your day and nights you spend on:

  • Monitoring campaign performance
  • Campaign optimization: whether its..
    • Pausing or activating ad sets
    • Changing budgets or bids
  • Increasing messaging relevance by changing either the creative

Now, let’s think about what you could do with that time. You could:

  • Get some much needed rest
  • Focus on things that matter like analyzing your current and historic campaign performance data to inform your future campaign strategies 
  • get time to think about innovative ways to go to market i.e. new social media channel that makes sense for your business needs. 

Automating your campaign optimization not only saves you time, it is an easy way to increase messaging relevance (through performance optimization, weather or sports triggers, all currently available in AdParlor's Automation Engine). 

So what can you do in AdParlor's Automation Engine?

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  • Automate performance optimization 
  • Automatically trigger creative based on various weather conditions (coming soon)
  • Automatically trigger creative based on key moments in major sports leagues (available upon request)
  • Create multiple conditions as well as account for all other possible scenarios all in one rule with If, Else If and Else statements 
  • Reduce redundant work by editing and duplicating existing rules (especially beneficial in cases where you are running the same weather triggers in various locations). 
  • Prioritize one rule set (think of a rule set as a folder that contains all your files) over another i.e. if you have multiple rule sets on the same campaigns with conflicting actions, prioritization helps the engine decide which action to take if conditions in both rule sets are met. 
  • Define the exact optimization criteria by creating multiple conditions and condition groups with AND/OR
  • Have full control over when your rules run and how long they run with Rule Scheduling 
  • Keep track of what actions have been taken, what changes have been made to the rules and who made those changes with an easy to access Activity Feed
  • Attribution windows in Automation Engine 2.0 means you can compare results on an apples to apples basis by choosing the attribution window that matches your reporting

How to create your first rule:

1. Create your Rule Set

Step_1_Rule_Set_Creation.gif

Things to note in this step:

  • You can’t run your rules on an ongoing basis – we recommend setting up notifications to keep on top of your automated campaigns and extend the rule flight dates.
  • Rule sets / rules with ongoing flight dates have slowed down 1812 in the past even when the campaign / ad set ended

2a. Create your rule: Specify your frequency, schedule and status for your rule

Step_2_Rule_Creation.gif

Things to note in this step:

  • Frequency = how often the engine will check the specific condition.
  • You can leave the rule schedule to be the same as rule set schedule or apply different schedule to your rule.

2b. Create your rule: Specify your Date Range and Attribution Window

Step_3_Rule_Date_Range.gif

Things to note in this step:

  • Date Range = using data from past n days or months
  • Choose the attribution window you would use to report on the campaign or the conversion window you have applied to your Facebook campaigns

2c. Create your rule: Specify your conditions and the actions you want to automate

Step_4_Conditions.gif

Things to note in this step:

  • Multiple conditions and condition groups: If you had multiple conditions that were using different values but triggering the same action (i.e. (IF your CPA benchmark is >6 AND your placement is Facebook) OR (your CPA benchmark is >8 AND your placement is Instagram), THEN pause ad sets.
  • Use AND/OR for setting ranges (i.e. CPA >3 and <6).

2d. Create your rule: Use Alternatively If and Otherwise to catch other scenarios

Step_5_Rule_Branches.gif

Things to note:

  • Alternatively IF: Used if different actions need to be performed based on different conditions (usually related scenarios like CPA performance brackets). 
  • Otherwise: A fail-safe, this will catch all other scenarios (especially in cases where you have 1 condition)

3. Prioritize your Rule Sets

Step_6_Rule_Set_Priority.gif

Things to note:

  • This is especially necessary if you have multiple rule sets on the same campaigns with conflicting actions, prioritization helps the engine decide which action to run if conditions in both rule sets are met

 

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