Automation Engine

What is the Automation Engine?

The Automation Engine is a fully configurable, highly flexible tool where users have full visibility and control of each action the system performs on their behalf.  The Automation Engine allows you to configure Rule Sets; these contain individual rules that can be executed in order. Each rule itself operates on an "if this, then do that" basis. 
Why should you automate your optimization? 

Time is money. To get on top of the game you need to out-smart your competitors; this means spending less time on autonomous labour and more time on applying your learnings to make smart, strategic decisions. 
How to create a Rule Set?
1. Go to 'Rules' on the left navigation bar
Note: This will take you to all the rule sets that have been created for the current advertiser. You can manage the Rule Sets for an Advertiser here; You can Pause, Edit or Delete.
2. Click on 'New Rule Set' Button on the top right corner and select the social publisher.


3. Name the rule set you want to create and determine the rule sets' initial status: active or paused.

4. Determine which entity level you would like the rule to affect. You can choose to apply the logic to either the Advertiser, Campaign or Ad Set/Ad Group Level. 
  • 'Advertiser' allows you to affect any campaign, ad set/ad group or ad.
  • 'Campaign' allows you to select a specific campaign, any ad set/ad group or ad.
  • 'Ad set/Ad Group' allows you to select a specific ad set/ad group or any ad.


5. Analyzing Ad Set Data: Establish the lookback window for the rule set. This tells the platform how far back in the past it should look to analyze the data.  

For example, If you wanted to create a rule set where the CPA is evaluated. You can choose to evaluate over the lifetime of the ad set or ad group, or you can only look at the performance of the CPA in the past week.  


6. Setting the 'If this' statement: This is where you set the condition that you want to take action on.  For instance, If you want to ensure that an ad set does not exceed a CPA of $10.00, you would build it out by choosing the 'property' (selecting the data metric), then choosing the 'operator' (less than, greater than, etc.)  and then entering a 'value' (in this case, $10.00).  
To Summarize, it would look like this: 

7. Setting the 'then that' statement: This is where you set the action the platform will take once the condition is met. Depending on the entity level, you will have different options.
Here is a list of all the options:
  • Adjusting bid or budget: Increase/decrease budget or bid either by a dollar amount or a percentage amount. 
    Note: it is good practice to set a 'Maximum' amount to ensure you do not exceed your budget
  • Activate: Activate the campaign/ad set/ad
  • Pause: Pause the campaign/ad set/ad
  • Notify: Send a notification via email
    Note: You can select from users already in the platform or you may enter in emails


8. Rule Name: You must label the rule


9.  Rule Frequency: This time duration setting tells the platform how often to look for the conditions.  
For example, you may want to check the CPA for a given ad set on a daily basis, therefore, you would set the frequency to 'daily'.


Best Practices
  • Bid/Budget adjustment: Facebook recommends you only make up to 3 bid and budget adjustments per day to ensure their delivery pacing algorithms are not affected. 

  • Rule frequency: This obviously varies depending on the scale of delivery achieved, but we typically recommend checking bid and budget rules on a daily basis (24 hour frequency) or less than 3 times per day. Weather-dependent rules should be executed more frequently (15-30 minutes) as weather data changes much more frequently. 

  • Rule design: It's best to decide on your logic framework before you begin implementing the Rules configuration; make sure you have all edge cases covered. Remember that new Ads will have no data; make sure these Ads have had sufficient delivery to be able to make a decision based on significant data (adding an extra condition which only lets the rule execute if more than some number (e.g. 1000) of impressions of the Ad have been served is a good way to do this).


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