Please read Ad Level Pause Rules to learn how to navigate to Manual Pause Rules.
What are they?
Ad Set Group Pause rules are a workflow automation feature used to determine whether an Ad should be active or paused, based on the rules you define. You can define rules for Actions, CPA, CPM and CTR. Ads that are performing poorly are paused where ads that are performing well remain active.
Note: Pause rules are checked every 15 minutes to see if an Ad status should be changed. True-ups will automatically turn back on paused Ads if they qualify.
How do they work?
Five inputs are used to control pause rules and each input can be adjusted to minimize CPA or maximize volume.
- Metric: define pause rules based on Actions, CPA, CPM and CTR
- Value: set the number for the metric above to be eligible for pausing
- Min spend: the minimum spend check point required before AdRules will pause and Ads
- Period: the time frame used to calculate actual "value" and "spend" (Today, Lifespan, Lookback, Lookback or Today)
Exceptions for Good ROAS
You can avoid pausing your revenue-generating ads by specifying what constitutes good ROAS starting from the day the ad is launched. The ROAS is calculated from the day of ad launch over the course of 6 days, with Day 0 being the day the ad was launched
Strategy and recommendations
To avoid having all your Ads paused, we recommend starting with loose rules and only using one tier for Action and one tier for CPA with "Lookback or Today" as your period. Once you get an understanding of your traffic patterns during the day, you can implement more pause rules to further improve performance.
By pausing ads that are performing poorly, we are able to reduce portfolio CPA and performance volatility by shifting spend to the best ads.
How to reduce CPA using pause rules:
- Reduce values for CPA and min spend hurdles
- Reduce look back period to favor more recent data
How to increase volume using pause rules:
- Increase values for CPA and min spend hurdles
- Increase look back period to allow more data when calculating "value" and "spend"
How do I pause ads that spend money but don't convert?
To pause ads that spend money without converting, set a rule that pauses an ad when actions are less than 1 and min spend is greater than $X.
How many CPA rules should I have?
We recommend using a minimum of two pause rules for CPA bidding and three pause rules for non-CPA bidding. This allows us to pause ads at various spend hurdles, based on performance.
- Rule 1 (non-CPA bidding only): set a rule to protect against non-converting spend
- Rule 2: set a rule to pause ads that have a high CPA on spend that's 2X your CPA target
We recommend allowing a higher CPA for ads with lower spend, and reducing the allowable CPA as ads scale.
Max CPA can be anywhere between 10%-25% over actual CPA target and 'min spend' can be set between 2x-3x Max CPA to allow the ads an opportunity to get 2-3 conversions.
CPA target is the actual target CPA for the portfolio of ads. Min spend can be set between 5x-10x CPA target - to allow the ad to get around 5-10 conversions.
How do these rules ensure that the appropriate ads get paused down?
Any ad that fails to get a conversion initially gets paused due to 'Actions < 1' rule.
An ad that gets a conversion and is allowed to run will be checked again after reaching min spend threshold of 'CPA > Max CPA' rule.
- Any ad with unacceptable CPA will be paused down to protect account performance.
- Any ad that continues to run will be constantly checked every bid cycle and paused if it exceeds Max CPA.
Once an ad reaches the min spend threshold for 'CPA > CPA target' rule, the CPA restriction gets stricter and the ad is now checked for CPA target.
Every pause rule should be created for each of the time periods - today, look back, lifetime. This means there would be 3 instances of every pause rule - each with a different time period. This will allow the system to take action based on performance fluctuations that are intraday, based on few days worth of data as well as lifetime data.