Enhance Your PPC Game with Automated Rules!

Karelyn Campbell posted this - 866 Views

Automated Rules allow you to automatically apply changes to your account based on pre-determined conditions from editing your bids, pausing/enabling ad groups or even sending you an email. They are a great way to help streamline day-to-day account maintenance and save you time!

Rules are simple to setup and can be applied to the Campaign Level, Ad Group Level, or the Keyword Level.

Let’s go over the basics on how to setup Automated Rules using the example of changing your max bids.

First, select the level (Campaign, Ad Group or Keyword level) you want to set a rule for and click on the “automate” drop down menu. For this example we are using the “campaign” level.

 Automated Rule Button

Next, choose the automatic action you’d like the rule to perform; I’ve chosen “Change max. CPC bids when…”

Create a rule Step 2

Now, setup the conditions for the rule, frequency and requirements. For this rule, I’ve setup the “automatic action” to increase bids 10% with a max. bid of $3.00 when the average position of the keyword is worse than 3.1 over the last 30 days.

 Increase bids

Finally, give the rule a descriptive name, use the “preview results“ option to review how the rule will affect the campaign and check that it is setup properly, and save it!.

If you need to change a rule later on remember, like editing ads, editing a rule will remove the current rule and create a new rule in its place.

Check out these rules that you can apply to your account today!

1. Automate bid changes:

  • Increase bids for keywords with a low ad position to ensure they appear in the top results. This is the first rule I apply to my accounts because it helps to manage keyword bids based on recent performance.

 Increase bids

  • To keep control of costs, setup a second rule to decrease bids for ads with a high average position to help maintain the desired position.

 Decrease bids

2. Send yourself an email when cost per lead exceeds a specific dollar value; helping you keep a close watch on spend and reign in poor performing ads, keywords or ad extensions before they have the opportunity to run away with your budget.

Email rule

3. Schedule ads. This will allow you to enable/pause seasonal ads or build a campaign ahead of time and scheduled it to go live on a specific date.

Enable ad group

4. Pause low CTR keywords. Cleanup keywords that are not performing by pausing terms that generate over 500 > impressions and less than

 

Pause Low CTR KWs

Things to consider when setting up your rules:

Set Limits: Set minimum and maximum bids to ensure your bids do not get too high. If your rule increases the CPC bid by 5% when the average position falls below 3 to positions 4+ make sure to include a maximum bid otherwise you may see significant increases over time.

Statistically Significant: It’s important to ensure that you have enough data for your rules to make meaningful account changes. For example, a rule scheduled to run daily and delete keywords with less than 500 impressions and less than 1 conversions will remove new keywords before they’ve had a chance to perform.

Frequency: Frequent incremental changes can quickly get out of control. For example, a rule that is scheduled to run daily, that increases a keyword bid by 10% when the cost per conversion is under $15 over the last 14 days can quickly run up your cost per click by over 250%. Instead, select a range that looks at more data and updates the account less frequently.

Test: Test a “one time” rule and monitor the results. Fine tune your rule until you are happy with the results and then set them up on a recurring schedule.

Beware of Auto-Pilot: Rules are a great way to automate many day-to-day management tasks but should not replace your regular campaign management. Review your logs and campaign regularly to ensure the rules are functioning, the campaign is running smoothly, and look for new opportunities.

These are just a few rules you can use to automate your account management. The possibilities are endless so take the time to experiment and let us know which rules you use regularly in your account. Share your comments or questions below. 

 

 

 

Posted In PPC 401

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