What Are Facebook Ads Rules? How Do They Work?

0:00hi guys it's been Heath from lead guru in in this video I'm going to talk about Facebook Ads rules and explain what they are how they work and how they can make your life as a facebook advertiser a lot easier if you know how to use them and implement them properly now before I get into that just wanna quickly mention that at the end of this video when you're talking about a free Facebook advertising related resource I think going to find very very interesting so make sure you stick around to the end before that okay with that said let's go ahead and dive into what we're going to

0:27talk about so we've got an example Facebook ad account up here and you may have noticed that when you're in ads manager you're taking a look at the various settings that there's a section right in the middle here called rules I'm just going to select that and I'm going to click on create a new rule so basically a Facebook Ads rule Facebook advertising rule is designed to automate certain activities so you can set up rules that basically say if this happens do this which if you think about it can be very very valuable particularly if you're running lots of different Facebook ad and campaigns for either

1:00lots of different businesses if your service provider or perhaps you're just managing lots of different stuff within your own Facebook ad account personally and what you'll find if you you know run Facebook ad campaigns for a while is that you're doing the same activities again and again and again manually or all the time and perhaps you want to automate certain things okay so let's just have a go and have a look through some of the various options the amount of combinations in here are enormous I would encourage you to get in here and have a play I'm just gonna go through some of the most common and talk about

1:28what we often use and also how you can go about setting up a schedule because that's a really valuable thing that you can do when you're creating a Facebook ad campaign at the answer level looks like you can only set up a schedule to turn ads on and off and it's using a lifetime budget which is not ideal I'm a big fan of using daily budgets with Facebook ad campaigns but actually with rules you can set it up so that I can paint automatically turned on and off at certain times of the day certain times of the week etc which is really really handy and a nice workaround so first you

2:00need to decide is apply rule 2 so what is this rule supposed to apply to is it gonna apply to all campaigns all active campaign I'm an example ad set example ad account so I anything active right now but you can see I can do active odd sets active ads except eccentric okay then you can select the option that the action that you want to be taken if this rule that we're about to set up is met so do you want your campaigns to be turned off a classic example being if cost exceeds X amount I want two campaigns off I'm no longer profitable do you want to turn

2:35your campaigns on perhaps is another criteria and we can get to in a minute you can just send a notification so you're notified of a certain okay I've set up a rule so that if my cost for purchase goes above thirty dollars I notified because I don't make any money about $30 something like that you can also adjust budget so you can see here there's lots of different criteria of oh if my cost per result drops below $3 go ahead up the budget by X amount or if my cost per purchase increases above a certain amount decrease the budget and you can do the same with lifetime

3:05budgets you know you can set this up for daily or all lifetime so you can see the sort of thing that you can do depending on certain criteria let's just assume for a second we're turning off campaigns then you set up your conditions so cost is an absolute classic one but there are tons of variables in here and I'm going to focus on some of the most common so cost per results absolute most common a lot of people want to automatically increase their budget if their cost has dropped and you know this is particularly the case if external events affect your Facebook advertising results a lot so a classic example being let's

3:41say for example you were selling sunglasses and that was the industry that you're in you're selling sunglasses through your ecommerce store well I imagine that the weather it's gonna have a big impact on your facebook advertising results so you might want to set up you can't have a rule to say if it's sunny outside improve you know increase my budget but you might want to set up a rule that says you know if my cost per purchase drops below five dollars I want you to double the budget and you will probably find that the days in which of cost per purchase drops below five dollars are particularly

4:07sunny days where people are sort of squinting and you know they're using their sunglasses a lot they've left them somewhere or they've sat on them and broken them and then in new pair and things like that another example could be the opposite where your cosplay result has gotten too high and you want to either turn off your campaigns or decrease budget so for example you're a service based business and you're wanting to leave your campaigns running but you know that it's gonna be really expensive for you to advertise during the Black Friday sales or in the last two weeks of December with Christmas and New Year and you can set

4:41this up so that again your campaigns are turned off or your budget drops if your cost per result exceeds a certain threshold but as I said there's tons of other options you could do it based on instead of cost or result you could do it based on return on adspend so perhaps you need to maintain a 3x return on adspend to be profitable and it's your grass goes over a 5x then fantastic you want to scale that big-time great but also go up in frequency so frequency is the number of times on average that someone within your audience has seen your ad you may want to turn off your campaign once your

5:09frequency has gone above let's say a 3 because we often see campaigns start to drop off at around the 2.5 x mark because of AD fatigue and things like that so perhaps you want to do that all sorts of other things you could get it to turn itself off when it's had a certain amount of spend you can take a look at all these sorts of options ok now you've launched your sect is greater than smaller than you can get really specific and then the time range what do you want this data to apply to ok should it apply to as you can see here the

5:41lifetime so this is the number of days worth of data you'd like your award to apply to so the total number of days that it's been operational or you could be much more specific so you can just count the last seven days you know this is particularly important if you're doing the class power result for example should this cost per result apply to your lifetime because let's say for example you want your campaign to reduce its budget during the last two weeks of December because your cost per purchase will be or you know say of cost per lead we were inexpensive well if you're applying this to the lifetimes where the

6:11data in this campaigns been running since like February the average over the lifetime is not going to do that ok so what sort of data do you want it to apply to very very important attribution window when you're getting started with rules just don't worry about that I've got other videos of attribution windows for all sorts of things you can check that out if you want to be on my youtube channel but for now let's keep that simple ok so that's some of the options you can have a good play and start to think about how this would apply to your business then you can set a schedule and I think

6:41this is one of those valuable aspects of using rules so continuously so the rule applies no matter what all the time or you can run a custom schedule so if I click here edit custom schedule you can see I've got some some stuff in am just going to deselect that do select that for the time being so when would you want to use something like this well let's say for example you're a b2b business and you only want to run your ad campaigns during business hours so 9:00 to 5:00 Monday through Friday okay well you can set up custom rules to turn on and off your campaigns automatically

7:14without using the schedule function and having to use lifetime budgets is a much better way of doing it so how would you go about doing this let's say I just select Monday and I want to turn this on at let's say 9:00 a.m. so it's like 9:00 a.m. for both options here and click close now I don't want this to be so I let's say you turn on campaigns I don't want campaigns to be turned on if they meet certain criteria so get rid of that I just want them to be turned on so now this rule is set up to apply the rule to all paused campaigns all pause

7:45campaigns or if I had certain campaigns it could be more specific I want campaigns turned on if they meet no criteria just the you know there are no specificity of which they have to meet certain criteria to turn on just turn them on when edit custom schedule Monday 9:00 a.m. close so that means that my all with this setup right now all my pause campaigns are going to be turned on at 9:00 a.m. and then what you could do is you could save this rule so I'll get to this stuff down here in a second but given the name or the name click create great and then you create

8:19another rule that turns off all your campaigns at 5:00 p.m. on a Monday and set it up for Tuesday morning Tuesday evening Wednesday morning Wednesday evening I know and it'd take a few minutes to set that up but it's just ten rules probably take your five minutes and if you don't want to be running ad campaigns during specific times well worth doing okay that's one of the obvious ones why you'd want to cut a change on one of the things we use this for a lot is the businesses that don't want to run ads during certain times a week we can set up rules to turn on turn

8:46off campaigns personally I don't use a shoe of here we go of these sorts of criteria in our ad campaigns things like let me click it there we go things like turning ad campaigns on or off and if results get worse or better or increasing budget or decreasing budget if we start to get worse or better and the reason why we don't do that is because we're a Facebook Ads agency right so we're inside our clients Facebook ad accounts every single day our account managers are absolutely on top of it so they know what's going on we don't need these automatic rules they're gonna make more

9:21of a value judgment themselves and say they'll be looking at the data that we're looking at today's data yesterday's data the last seven days last 14 days last 30 days putting all that together and going do we think it's a good time to increase budget do we think it's a good time to decrease budget etc etc but obviously we're in a quite a unique scenario in that we're a Facebook Ads agency doing that we have lots of staff in facebook ad accounts all the time you may not be doing that you may be wanting to set up your Facebook ad campaigns and focus on other areas of your business which is actually

9:48understandable in which case these rules for increasing budget decreasing budget turning on campaigns setting up campaigns if certain criteria are met most likely cost results and makes absolute sense well I think I'll make sure about these rules is that you can set it up so that you're notified okay so if you're a little bit worried about just leaving this and you know I'd like to know what was going on still Facebook automatically sets it up so I'm a subscriber here you can see beneath my names in there and I will be emailed if one of these rules gets met so if let's say for example I've got a rule which

10:19doubles my budget if my cost per resolve drops below $5 I probably quite like to be emailed to just let me know and remind me that that's happening okay so I might want to change it undo it when it comes around might happen in six months I might forgotten about it so I think that's worth doing but then you just give you a rule a name so I'm just gonna call this example rule I'm gonna click create and then you can go into manage rules and then manage rules you can see all the rules that you've got to set up so we've just got the one example rule it turns on

10:50campaigns etc etc very very straightforward but a very powerful tool and if you really have a think about how this can apply to your business the most common one we use our set is is to use this basically to form a schedule but there are other ways you can do that then you can see the value in it so hope you got videos been useful you now understand a lot more about Facebook Ads rules and how to set up Facebook as rules to help make your life a lot easier before you go a couple of things I want to mention first is a free webinar I've

11:17created called three killer Facebook advertising strategies to double or more your revenue in in that webinar I break down three different Facebook advertising sales funnels that have all generated more than million dollars for our clients very much tried tested deliver fantastic results and you can see in that webinar exactly what these sales funnels look like and how they operate so I'm strongly recommend you go ahead and watch that completely free links in the video description go ahead and check that out 6070 minutes now and well worth doing other thing I wanna mention is our Facebook and mastermind groups so completely free Facebook group to join there's 32,000 members in there

11:50right now all Facebook advertisers all wanting to get better results Facebook advertising very much willing and happy to help each other out answer your questions again link is in the video description click on that go ahead and join the group join our community and think gonna really find a lot of value from it literally tens of thousands of people have and I do live trainings in there for free and stuff as well so you can get some access to me as well if you enjoyed this video please give it a thumbs up please subscribe to my youtube channel click the little bell notification when you do to get notified

12:19when I release new Facebook advertising blades of content and comment comment below to let me know if this was useful I really really appreciate when people do that and helps me sort of direct where what type of content I should be creating and also if you've got your questions pop them in the comments below this is probably a topic that might generate some questions here about rules and how you can use them so I'm in the comments below I get to all the questions and yeah better luck everything guys I will talk to you soon bye for now