Summary of the Surf Tactic on the Campaign Level

The Surf Tactic on the Campaign level:

Surf is a daily tactic for scaling by raising a well-performing campiagn’s budget. The tactic will check three times; one for each spend level that the user has set. If the condition was met, the Surf CBO will trigger, and increase the campaign's budget by X% (also selected by the user). User's also have the option to activate “Double Checks” for reversing the budget change if the results are not scaling with the budget. 

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Setting up Surf on the Campaign level:

First we should choose the proper level of surf -

  • Surf Ad-Set level for ABO type of campaigns
  • Surf CBO for CBO type of campaigns 

Follow this guide on Surf Ad-Set by clicking 👇 on the button below

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The Daily Tactic - ROAS and LOAS

ROAS - return over ad spend  (a facebook metric)

LOAS - Leads over spends - to calculate this metric all you need to do is
1/cost per one lead  
This is a Madgicx metric (does not exist in the facebook ad manager)

Every day,  the Madgicx tactic will check three times (six times while using the double-checks) to verify if the condition is met.  If not, the tactic will automatically reset. The next day will share the same process. 

Madgicx checks your CBO performances based on your ROAS or LOAS.  Your spend threshold will be pre-set by our algorithms however you can change this if you'd like to surf at a higher spend threshold. You want to track Campaigns that are performing exceptionally well. Therefore, in this step, you should select your ROAS & LOAS to be close to or above the average. Once again our algorithms will give you some pre-set options and you can slightly go above or below our suggestion.  

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Step 1 - Setting the ROAS/LOAS Ranges

You're CBO Budget will be raised based on the numerical values entered in this step. The tactic allows for three different levels of Surfing that are set by default values that our platform generates for you. You can (and we recommend) change these values to best suit your needs by clicking "edit" 

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Step 2 - Setting up the Three Checks 

Above the Surf Range Settings you will see a timeline that allows you to adjust the three checks that the tactic will run throughout the duration of the day. Each purple circle represents one of these checks. 

  • 1st Check - Drag the circle labeled with a “1st Check” caption to the right and to the left in order to set at what spend the check will trigger the condition, depending on the event chosen and number of times a day it occur on average, the first check should be set up around the average Cost Per Event on acquisition
  • 2nd Check - Drag the circle labeled with a “2nd Check” caption to the right and to the left in order to set at what spend the check will trigger the condition, depending on the event chosen and number of times a day it occur on average, the first check should be set up around twice the average Cost Per Event on acquisition
  • 3rd Check - Drag the circle labeled with a “3rd Check” caption to the right and to the left in order to set at what spend the check will trigger the condition, depending on the event chosen and number of times a day it occur on average, the first check should be set up around three times the average Cost Per Event on acquisition

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Step 3 (Optional) - Applying Double Check

There are three double checks that will take place after the 1st Check, between 2nd Check and 3rd Check, and after the 3rd Check. The double check purpose is to see if the double-check’s condition has met

IF (ROAS/LOAS) after budget raise < (ROAS/LOAS) before budget raise

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Step 4 - Applying the Tactic on Campaigns 

Last step of creating the tactic, will show you a list of all running acquisition campaigns. Mark those that you would like to be affected.

  • Auto Add Function - By clicking "Apply to all Acquisition Campaigns" - the tactic will be applied to all future Campaigns 

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