What is ACO?
ACO or Automatic creative optimisation automatically pauses the underperforming creatives based on a set of rules.
Benefits of ACO:
> Saves the manual effort in analysing and pausing the creatives.
> Redirects the budgets to the creatives performing better by saving from underperforming creatives.
> Ensures the number of ads are not too high so budget distribution can be bettered.
Difference between Fixed ACO and Dynamic ACO:
|Basis||Fixed ACO||Dynamic ACO|
|Definition:||A fixed ACO is where a given ROAS is set in the rule and any creative with less ROAS than the given one will be paused.||A dynamic ACO lets you set a percentage of overall prospecting campaigns and creative performing below that will be paused.|
|Basis:||Based on individual creative's performance||Based on the overall prospect campaigns' performance|
|Example:||If the rule says:|
Pause the creative if the ROAS is less than 5x in the last 3 days and where the spend is more than 3000.
This means that: Any creative that has spent more than 3k with roas of 4.8x will get paused.
|If the rule says:|
Pause the creative if the ROAS is less than 20% of Prospect ROAS in the last 3 days and where the spend is more than 3000.
This means: If prospect ROAS of an account is 5x and two of the creatives spends more than 3k with ROAS of 4.8x and 3.4x respectively, only the creative with ROAS 3.4x will get paused.
Best practices of ACO:
|Budget/number of ads||Frequency||Time period||Suggested Rule|
|Less than 3L / Ads > 15||Weekly||Last 7 days||Dynamic: Pause if ROAS is less than 30% of the prospect ROAS|
|3 lakhs to 7 lakhs||Bi/Tri-weekly||Last 7 days||Dynamic: Pause if ROAS is less than 25% of the prospect ROAS|
|Above 7 lakhs||Tri-weekly/Daily||Last 3/1 day||Dynamic: Pause if ROAS is less than 20% of the prospect ROAS|
*Fixed rules can be set as per the specific requirements of the account.
How to set up stop loss ACO?
Go to the Adyogi dashboard > My account > Default Settings > Rules & Automations > Scroll down to Stop loss configuration and turn on the toggle for Stop loss for Creatives.
> Ensure that the campaigns have 3 - 5 ads at all times. ACO might sometimes disrupt this number, hence, make sure to keep creating a new creative when the existing one gets paused.
> Keep a close watch on the ad formats getting paused frequently and try out different formats and images.
> When setting the rule make sure to set the ROAS realistically, an ROAS higher than the ROAS commonly seen in the account can lead to all the creatives getting paused.
> A sanity check of the rule settings is suggested every 14 days.