There are 24 different actions for custom automations that you can create. You can use these actions to create all manner of automations for different purposes. The amount of actions available depends on the level (ad, ad set, campaign) you create the automation for. 

You can set the following automations to launch when all your conditions apply:

• Pause - pauses the asset indefinitely
• Pause for today - pauses the asset for today and restarts it tomorrow
• Start - launches the asset
• Set budget - assigns a budget to the asset 
• Increase budget - gives more budget to the asset
• Decrease budget - takes away budget from the asset
• Set bid - assigns a bid
• Increase bid - increases the bid amount
• Decrease bid - decreases the bid amount
• Set bid strategy - assigns an approach (lowest cost with/without bid cap, cost cap) to spending budget
• Duplicate - creates a new asset identical to this one
• Set spending limit - assigns a minimum spend target and bid cap (CBO only)
• Increase spending limit - increases minimum or maximum spend limit
• Decrease spending limit - decreases minimum or maximum spend limit
• Remove spending limit - removes the minimum/maximum budget limits
• Delete - deletes the asset
• Add to name - adds a text that you specify to the asset’s name
• Replace text in name - replaces the asset’s name with a text that you specify
• Optimize gender - optimizes budget allocation based on your performance trends for specific genders
• Optimize age - optimizes budget allocation based on your performance trends for specific age groups
• Optimize locations - optimizes budget allocation based on your performance trends for specific countries, regions, and designated market areas (DMAs)
• Optimize platforms - optimizes budget allocation based on your performance trends for specific platforms
• Optimize placements - optimizes budget allocation based on your performance trends for ad placement
• Optimize devices - optimizes budget allocation based on your performance trends for specific device usage

You set the rules according to which the automations trigger, including the performance level and the timeframe.

It's normal to experience some inconsistency within your account. Stop Loss protects your budget from overspending by pausing underperforming ad sets or ads. Some ad sets/ads that performed well yesterday may not perform well today, and we want to automate tracking of this by pausing the ad sets/ads for the day, so we don't bleed extra money. 

Stop Loss is a daily tactic, and you set a time for the tactic to turn the ad or ad set back on after it's been paused for the day.

Media buying involves attribution delays. For example, if someone saw your ad in the morning and later came back and made a purchase, there is a delay in attributing the purchase to the ad. Delayed attribution means you may think an ad is underperforming, and so you turn it off, but — in reality — it has met your performance requirements, and you’d want to turn it back on. 

Revive takes care of that for you. The tactic “revives” ads and ad sets that perform well but have been turned off because of delayed attribution. 

It's crucial to have an active Revive tactic on each level where you have an active Stop Loss tactic.

Sunsetting is a tactic designed to stop bad-performing ad sets permanently, rather than on a turning on/off daily.

Sunsetting shuts off underperforming ad sets for good. The tactic monitors your ad sets over time, decreasing budgets for underperformers and permanently pausing ad sets that constantly don’t perform well.

There are situations in which a stop-loss is simply not enough. For example, what happens if an ad set continues to be triggered by the stop-loss and shows no sign of improvement? 

Sunsetting serves as the alternative, providing you with a way to turn off an asset permanently while still providing the asset with ample time to prove itself. 

You can choose a spending limit that will initiate a check when reached. Once that check has been initiated, the Sunsetting tactic will scan to make sure that the asset falls within the performance criteria you set. If it meets the trigger point set for bad performance, Madgicx will then decrease the budget.

There is an option to set spending limits for four different performance levels, so you can give more leniency to normally good-performing assets.

Once the budget has been lowered, the next spending limit check will determine whether to pause the asset or leave it running. Again, these limits can differ depending on the performance level of the asset. If the asset is still performing badly once it has reached this second check, the tactic will pause it. 

Surf is a daily tactic that allows you to scale your performing ad sets and campaigns in real-time. When your ad sets are performing above average, you want to maximize their results in this time window by increasing budgets to get as much out of your ads as possible. 

When you set up the Surf tactic, you provide Madgicx with rules which trigger on your account as soon as it shows optimal performance. For example, if you've reached more than one purchase and the day has just begun, you would want to “surf” up the budget in real-time to bring in as many more purchases as possible.

Note: We allow you to surf on the ad-set or campaign level, depending on how you optimize your budgets. i.e., ad-set level Surf is meant for ad sets using ad-set budget optimization, while campaign-level Surf is meant for campaigns running with CBO.

Surf is a tactic used for scaling well-performing campaigns and ad sets by increasing the budget after a conversion has happened.

Every day, the tactic checks if the pre-defined performance levels are met. Check if an event is suitable for the tactic by making sure that the average cost per conversion for acquisition is less than the average daily ad spend. 

Madgicx media buyers recommend applying the tactic to an event that occurs more than once per day to ensure the tactic will trigger and optimize the campaign's performance.

1. Set up the conditions/actions

Condition 1: Budget increase

If EVENT occurs X times or more and asset spend is less than Y => Surf.

We want to Surf at the beginning of the asset's daily journey, so we will set an X that will happen in the 10% spend of the entire asset’s budget. This means we'll have enough time to Surf and see the results. 

Y can be the average cost per X EVENTs or 10% lower so it will be recognized as a good result. Another way to do this is to choose the KPI for cost per 1 EVENT and multiply it by 0.9 to have it recognize good results for that event.

Set a "Max Surf". We recommend putting the ad-set budget as the limit.

If Condition 1 exceeds the given parameters, then the asset’s budget will increase. 

The software will recognize the asset's budget and automatically segment it by low, medium, or high segments based on dynamic accounts values. 

Madgicx then segments the performance by checking the Asset's ROAS (performance in last 7 days and 3 days).

3. Apply the tactic on ad sets

The last step of creating the tactic will show you a list of all running acquisition campaigns and ad sets. Mark the assets that you would like to be affected. Double click the check box to ensure assets you subsequently add to these ad sets and campaigns will also have the automation running on them.