Hi! My name is Alla, I am a product manager at Birch. Recently, our product squad has released new notifications and I wanted to share a few ideas on how they can benefit your ads’ performance.
So, why did we decide to re-imagine notifications in the first place?
We want our customers to be promptly informed about significant drops and increases in their spending or other KPIs. This allows media buyers to take quick action and prevent potential losses or to enhance their ad campaigns. Our new notifications will benefit all kinds of campaigns: from general ad management to advanced strategies. Let’s take a closer look at a few examples where they can be applied.
Budget limit
Let’s say I work at an agency and have a client with a limited budget of $1,000 per month. It’s crucial for me to receive timely notifications if I am approaching that budget limit. To address this, we have a Budget Limit highlight. With this new feature, If my budget gets close to its cap for the month, I will receive a notification to my personal Slack account or team channel. I can also set up an email alert indicating that the budget is about to run out.
Burnouts
Another use case involves ad fatigue. At Bïrch, we call them burnout ads. Burnout ads are those that no longer yield significant results but continue to consume your budget. We inform our customers about ad fatigue, so they could refresh creatives, and when there is a significant increase in the number of ads performing poorly, we send notifications. If, for instance, the number of burnout ads in my campaign has doubled compared to yesterday's data, an email or Slack notification will make sure I am aware of it.
Weak ads
A related case involves weak ads. This notification indicates that my ads are underperforming, stopped bringing conversions, prompting me to take action—perhaps stopping the ads, or decreasing the budget. Similarly, if the number of weak ads has doubled since yesterday, I will receive this notification as well.
Spend and KPIs increase/decrease
We also notify when ad spend or target KPI metric has significantly increased or decreased over the last seven days. These notifications will cover all platforms, including Facebook, Instagram, TikTok, Google, and Snapchat, and will inform our customers of any changes in main metrics. For example, if I'm running a mobile app campaign and my core metrics are Spend and Cost Per App Install (CPI), I will get notified if those metrics fluctuate significantly.
Summary notifications
You might be wondering, am I going to get tons of notifications about every change in my campaign? Of course not! If there are multiple notifications, we will merge them into a single message to avoid overwhelming you. There’s a high chance of many notifications coming if an unusual event occurs in the ad account. You can choose exactly how they will be keeping you updated and add other team members to be notified.
We have also discussed a possibility of including a call-to-action button, such as “Pause My Ads” directly from the notification. However, it’s a bit complicated because to perform such actions, it’s better to check further details. We want to make sure advertisers remain informed while also providing them with the tools they need to manage their campaigns effectively.
Would something like this benefit your workflow? If so, shoot an email to alla@bir.ch, and we will work on this further.
Safety net for your ads
We've observed that many advertisers set up a series of automated rules with notification tasks, so they’re always aware of what's happening with their ad accounts. From now on, you won’t have to set up such rules from scratch. Instead, Birch will monitor and send notifications about significant changes (or drops) on the ad account, where you can select the channels and emails to receive relevant information. The goal is to keep media buyers informed about noteworthy changes so they can regularly check their data.
