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How to Automate Facebook Ads: Step-by-Step Guide

Facebook ads can be a game-changer for your online presence, but they can also be a massive time-sink.

You’re probably tired of spending hours tweaking campaigns, adjusting budgets, and poring over performance data. But, of course, you’ve got better things to do than constantly babysit your campaigns.

So, what if you could set up your ads to run on autopilot, freeing up your time while still getting results? The good news is, you can.

With the right approach, anyone can harness the power of automated Facebook ads. We’re talking about saving time, reducing stress, and potentially boosting your results – all without needing a degree in computer science.

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This guide will walk you through step-by-step instructions on how to automate your Facebook ads. Buckle up, and let’s get started.

how to automate facebook ads

Understanding Facebook Ad Automation

Before we jump into the nitty-gritty, let’s clear up what we mean by “automating” Facebook ads. It’s not about setting and forgetting your campaigns entirely. Instead, it’s about using tools and strategies to reduce manual work and make your ads more efficient.

Automation can handle tasks like budget adjustments, audience targeting, ad creative testing, and more. The goal? To free up your time and improve your results. Think of it as having a tireless assistant who’s always optimising your campaigns, even while you sleep.

But why bother with automation? Simply put, it saves you time and can boost your return on ad spend (ROAS).

Manual management is prone to human error and can’t react as quickly to changes in ad performance. But automated systems can make split-second decisions based on real-time data, giving your ads the best chance of success.

That said, automation isn’t magic. You’ll still need to set things up correctly and keep an eye on overall performance. But once you’ve got it running smoothly, you’ll wonder how you ever managed without it.

Setting Up Your Facebook Ads Manager

Before you can automate anything, you need to make sure your Facebook Ads Manager is set up correctly. This is your control centre for all things ad-related on Facebook.

First, head to business.facebook.com and create a Business Manager account if you haven’t already. This gives you access to more advanced features and is essential for proper ad management. Once you’re in, link your Facebook page and set up your ad account.

Next, you’ll want to install the Facebook pixel on your website. This little piece of code tracks visitor behaviour and is crucial for measuring ad performance. Don’t worry, it’s not as techy as it sounds. Facebook provides step-by-step instructions, and many website platforms have easy integration options.

Lastly, set up your payment method. You can’t run ads without it, so get this sorted early. Facebook offers various payment options, so choose the one that works best for you.

Defining Your Ad Objectives

Now that your account’s ready, it’s time to think about what you want your ads to achieve. Facebook offers a range of objectives, from brand awareness to conversions. Choosing the right one is crucial for automation success.

Want more website visitors? Go for traffic. Looking to boost sales? Choose conversions. Each objective tells Facebook how to optimise your ads, so pick the one that aligns with your goals.

Don’t just guess here. Look at your overall marketing strategy and choose an objective that fits. If you’re not sure, start with reach or engagement to build brand awareness, then move to more specific goals as you gather data.

Remember, you can (and should) test different objectives over time. What works best might surprise you, so keep an open mind and let the data guide you.

Creating Your Ad Sets

Ad sets are where the real automation magic happens. This is where you define your audience, budget, and scheduling. Get these right, and you’re halfway to a successful automated campaign.

Start by defining your target audience. Use Facebook’s detailed targeting options to narrow down who sees your ads. Age, location, interests – get specific. The more targeted your audience, the better your ads will perform.

Next, set your budget. For automation, daily budgets often work best. They give Facebook’s algorithms room to optimise spending throughout the day. Start small and increase as you see results.

Now, scheduling. You can run ads continuously or set specific start and end dates. For most businesses, continuous running with regular performance checks works well. But if you’re promoting a time-sensitive offer, scheduling is your friend.

Don’t forget placement options. Letting Facebook automatically place your ads across its network (including Instagram) often yields good results. But if you know your audience prefers certain placements, you can specify those instead.

Crafting Effective Ad Creatives

Your ad creative is what your audience sees. It’s got to grab attention and drive action. But how do you automate this crucial element?

Start by creating multiple versions of your ad. Different images, headlines, and body text. Facebook can automatically test these variations to see which performs best. This is called dynamic creative testing, and it’s a powerful automation tool.

Keep your visuals eye-catching and relevant. Use high-quality images or videos that represent your brand well. Remember, on Facebook, visuals do most of the heavy lifting.

Your ad copy should be clear and compelling. What’s your unique selling point? Why should someone click? Get to the point quickly – you’ve only got a few seconds to make an impression.

Don’t forget about calls-to-action (CTAs). Facebook offers various CTA buttons. Test different ones to see what resonates with your audience. “Learn More”, “Shop Now”, “Sign Up” – each can drive different behaviours.

Leveraging Facebook’s Automated Rules

Here’s where we really start cooking with gas. Facebook’s automated rules let you set conditions that trigger specific actions. It’s like having a 24/7 ad manager.

For example, you could create a rule that increases your budget by 20% if your cost per click falls below a certain threshold. Or pause an ad set if its click-through rate drops too low. The possibilities are nearly endless.

To set up rules, go to the Automated Rules section in Ads Manager. Click “Create Rule” and choose your conditions and actions. Start with simple rules and build complexity as you get comfortable.

Here are some useful rules to consider:

  1. Increase daily budget for high-performing ad sets
  2. Pause underperforming ads
  3. Adjust bids based on ROAS
  4. Send email notifications for significant performance changes

Remember, these rules are your safety net. They keep your campaigns on track even when you’re not actively managing them.

Implementing Automated Bid Strategies

Bidding is a crucial part of Facebook advertising, and thankfully, it’s an area ripe for automation. Facebook offers several automated bid strategies that can optimise your spending based on your goals.

The simplest option is lowest-cost bidding. This tells Facebook to get the most results possible within your budget. It’s a good starting point if you’re new to automation.

For more control, try target cost bidding. Here, you set an average cost per result you’re willing to pay, and Facebook tries to stay close to that target. This is great for keeping costs predictable.

If you’re after specific business results, look into value optimisation. This uses your pixel data to bid more for users likely to make high-value purchases. It’s advanced stuff, but can be incredibly effective when set up correctly.

Whichever strategy you choose, give it time to learn. Facebook’s algorithms need data to optimise effectively, so don’t panic if results aren’t instant. Patience pays off in the automation game.

Using Lookalike Audiences for Scale

Want to reach new people who are similar to your best customers? Lookalike audiences can help. And yes, you can automate this, too.

Start by creating a custom audience of your top customers. Use data from your Facebook pixel, customer list, or engagement with your Facebook page. The more quality data you feed in, the better your results will be.

Next, create a lookalike audience based on this custom audience. Facebook will find users with similar characteristics, expanding your reach to potential new customers.

Here’s the automation part: set up a rule to regularly update your custom audience. This keeps your lookalike fresh and relevant. You could, for example, automatically add anyone who makes a purchase to your custom audience.

Combine lookalike audiences with your automated bidding and creative testing, and you’ve got a powerful system for scaling your ads to new audiences.

Monitoring and Optimising Performance

Automation doesn’t mean you can completely forget about your ads. Regular check-ins are still important to ensure everything’s running smoothly.

Set aside time each week to review your overall performance. Look for trends, identify top-performing ads, and spot any issues your automated rules might have missed.

Pay attention to key metrics like click-through rate, conversion rate, and return on ad spend. Are they moving in the right direction? If not, you might need to tweak your targeting, creatives, or automated rules.

Don’t be afraid to experiment. Try new audiences, test different ad formats, or adjust your bidding strategy. The beauty of automation is that it makes these tests easier to manage.

Keep in mind that Facebook’s algorithm is always learning. The longer your automated campaigns run, the more data it has to optimise with. Sometimes, the best action is to let things run and resist the urge to tinker too much.

Troubleshooting Common Issues

Even with automation, things can sometimes go wrong. Here are some common issues and how to fix them:

Ads not delivering? Check your bid strategy and budget. You might be getting outbid by competitors. Try increasing your budget or switching to a more aggressive bidding strategy.

High frequency but low results? Your audience might be too small or you’re showing the same ads too often. Expand your targeting or create more ad variations to keep things fresh.

Costs creeping up? Review your targeting and ad relevance. You might be reaching the wrong audience or your ad creative might need a refresh.

Rules not triggering? Double-check your conditions and make sure you’ve set realistic thresholds. Sometimes, a small adjustment can make a big difference.

When in doubt, use Facebook’s built-in troubleshooting tools. The delivery insights in Ads Manager can offer valuable clues about what’s going on with your campaigns.

Staying Up to Date with Facebook’s Changes

Facebook is constantly evolving its ad platform. Staying current with these changes is crucial for maintaining effective automation.

Subscribe to Facebook’s business blog and join relevant online communities. These are great sources for news about platform updates and new features.

Don’t ignore those notifications in Ads Manager, either. They often contain important information about changes that could affect your campaigns.

When major updates roll out, take the time to understand how they impact your automation setup. You might need to adjust your strategies or take advantage of new tools.

Remember, being adaptable is key in the world of digital advertising. The businesses that thrive are those that can quickly adjust to new realities.

Bringing It All Together

Automating your Facebook ads isn’t a one-time task. It’s an ongoing process of setting up, monitoring, and refining. But the payoff is worth it: more efficient campaigns, better results, and less day-to-day stress.

Start small. Automate one aspect of your campaigns and get comfortable with it before moving on to the next. As you build confidence, you can create more complex systems that work together seamlessly.

Keep learning and experimenting. What works for one business might not work for another. Use the tools and strategies outlined here as a starting point, but don’t be afraid to forge your own path.

With patience and persistence, you’ll soon have a finely tuned, automated Facebook ad machine working for you around the clock. And that means more time for you to focus on other aspects of your business – or maybe even take a well-deserved break.


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