Decreasing the budget for your ad campaigns is a crucial task when it comes to managing your advertising budget and ensuring that you allocate your resources effectively. With Bïrch's automated rules, you can effortlessly reduce your campaign budgets based on specific conditions and triggers.

Please find some more rule examples below:

Let's assume you are running a campaign and your KPI is measured in cost per purchase. You want to decrease the budget for any ad set that has a cost per purchase higher than 20$ today and that has spend 2 daily budgets over the last 7 days. The logic could look something like this:

Decrease budget by 20% IF

Cost per website purchase Today > $20

AND

Spend Last 7 days (Incl. today) > 2 * Daily budget

The second condition is using metric comparison feature, an advanced setting offered by Bïrch automation engine. This ensures that the rule would not affect the ad set till an ad set spends at least 2 daily budgets within the last 7 days (including today).

In Bïrch, you can "nest" conditions, which enable complex automation logic for ads aiming at several targets simultaneously. Let's say you're running a campaign promoting a mobile app and have KPIs measured in app installs, purchases, and revenue. You want to lower the budget for ad sets that demonstrate low performance based on those three independent conditions. The logic could look something like this:

Decrease budget by 25% IF
​

Spend Today > $100 and

Cost per mobile app install Today > $3 and

Mobile app installs Today > 0

OR

Spend Today > $100 and

Mobile app purchases Today > 0 and

Cost per mobile app purchase Today > $20

This rule decreases the ad sets' budget based on two groups of conditions. Now if an ad set meets either of these two groups of conditions, the action will be taken. In this case, the budget will be decreased if the ad set has a cost per mobile app install above $3 or if the cost per mobile app purchase is greater than $20.

Note: please make sure you customize the max frequency cap for your Decrease budget task to control how often the rule can change the budget with regard to the same ad set or campaign: