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.

The Madgicx automation tactics will only affect acquisition assets because retargeting and retention usually consist of smaller audiences. Therefore, running the automation tactics is less effective and would most likely result in budget loss.

If you want to use automation on non-acquisition assets, you need to create a custom automation tactic because those can be applied to any funnel stage.

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