What is Hourly ABO?


It is an automation feature visible under the Automations > Budget Optimization section on the Adyogi Platform. With the ability to run the automation every 1 to 12 hours, you can now monitor and adjust your campaign budgets more frequently, based on real-time performance data. Adyogi’s Hourly ABO is more simplified than Meta Ads Manager’s Rules. Read on to know how. 


How to set Increase Case


1. Increase % > 10%: Since Hourly ABO runs on a daily basis, it is suggested to keep the increase % at less than 10%. For example, multiple women's apparel brands have been able to scale up their campaigns while maintaining efficiency using an increase % rule of 7%.


2. Consider the last 7 days' Prospect ROAS: While setting up the ROAS benchmark for increasing budgets, make sure you take into account the last 7 days' ROAS trend. For instance, if ROAS from your Prospect campaigns is 3x, and on a particular day a campaign’s ROAS has improved to 3.3x (i.e. 10% more than usual) then the ROAS benchmark for Increase Case for Hourly ABO should be 3.3x during BAU days and 3.2x during the sale, in case you wish to scale rapidly. Note: Benchmarks can be kept flexible during the sale period as per your scale-up capacity.


3. Impressions Benchmark: Use the Impressions benchmark to better control your budget automation. An apparel brand spending 30k daily can set this rule -> ‘And (Optional) If Impressions today is more than 5000’


How to set Decrease Case


1. Decrease % >= 5 %: It’s a safe bet to keep your decrease % somewhere between 3 to 5%. Why? Because you do not want your DRR (Daily Run Rate) to be negatively impacted in case the ROAS of a few top spending campaigns is less than the benchmarks you’ve set.



2. Consider the last 7 days' Prospect ROAS: While setting up the ROAS benchmark for decreasing budgets, make sure you take into account the last 7 days' ROAS trend. For instance, if ROAS from your Prospect campaigns is 3x, and on a particular day a campaign’s ROAS has declined to 2.1x (i.e. 30% less than usual) then the ROAS benchmark for Decrease Case for Hourly ABO should be 2.1x. Note: Define the minimum acceptable ROAS for your brand and set the ROAS benchmark for decreasing budgets accordingly.


3. Impressions Benchmark: Ask yourself. Does it make sense to keep spending on a campaign with high impressions and yet below-average ROAS? That’s exactly why you should use the Impressions Cap -> ‘And (Optional) If Impressions today is more than 5000’ 



❓ When to use Hourly ABO


 Sale Events (Rakshabandhan,  Diwali, Christmas etc.)

  • Ensure you consider the last sale ROAS and BAU ROAS to set the rules. 

  • Keep rules flexible at the start of the sale and strict at the end of the sale.

  • Keep a tab on campaigns on a daily basis to check for no aggressive scale-up or down. 

  • Adjust ABO during the sale according to the trends.

 Weekends 

  • Consider using Hourly ABO from Friday to Saturday if your brand usually perform better during the weekends. 

  • This will give you a chance to scale up budgets in case your ROAS from weekdays is on the lower side. 

  • Introduce some weekend-oriented coupons/offers to improve overall conversions. 

  • Set the Start Time: 6 PM, on Friday EOD and revise the rules once you’re back to work on Monday Morning.

 BAU (Business As Usual) Days

  • For brands spending 7 Lakhs or above on a monthly basis, Hourly ABO is highly recommended to optimize and automate budgets on a real-time basis. 



Case Study: Women's Apparel



Industry

Plus Size Apparel (Fashion)

Avg Daily Run Rate

35-37k

ABO type

Hourly ABO

Ongoing Sale

Yes

Increase Condition

Increase the budget of a campaign by 7%

If the ROAS of today is more than 4x

And (Optional) If Impressions today is more than 5000

Do not increase if the budget is more than 7500 

Note: After the sale ended, the ROAS benchmark was revised to 4.5x and the increase % was changed to 6%. 

Decrease Condition

Decrease the budget of a campaign by 3%

If the ROAS of today is less than 2.3x

And (Optional) If Impressions today is more than 5000

Do not decrease if the budget is more than 1500

Start Time and Frequency

Start at 8 AM. Run every 2 hours. 

Observations

  • Minimal manual input required for scaling up 

  • Campaign budgets scaled up by a significant percentage and no excessive scale-up happened

  • From a daily run-rate of 37000, daily ad spends were scaled up to 70000 maintaining the ROAS at above 3x.