Using automated rules can save you time by cutting down the need to monitor campaigns and make frequent, manual changes.
This article shows you an example of how to set up an automated rule.
- Sign in to your Google Ads account.
- Go to the Campaigns, Ad groups or Keywords pages.
- Click the 3-dot icon above the statistics table.
- Select Create an automated rule.
- Select Change budgets from the 'Type of rule' drop-down menu.
- Choose which campaigns to change budgets for ('All enabled campaigns', 'All enabled and paused campaigns', or 'Select campaigns').
- Under the 'Action' drop-down menu, select Increase budget. You can choose to increase your budget by a percentage or specific amount. If you’d like to ensure that your budget cost doesn’t exceed a certain amount for the billing period, you can set an optional upper budget limit.
- To add a condition, click +ADD under 'Condition'.
- Define the frequency of your rule.
- Choose the type of email updates that you’d like to receive on issues affecting your rule.
- Name your rule.
- Click Preview to ensure that you've set up your rule to run the way that you want. Previewing is just for verification and doesn't make any permanent changes to your account.
- When you're done, click Save rule.
- Set minimum and maximum limits for your bids and budgets so that they don't get too high or too low. Continuously raising bids can lead to unnecessarily high CPCs, while ongoing decreases could noticeably reduce your traffic.
Use enough data to make an informed decision
- To ensure changes are being made based on enough data, we recommend using a long enough timeframe or adding an additional requirement like 'impressions > X' to your rule.
- Preview your rules before saving them so you understand how they'll affect your campaigns. Depending on your requirements and settings, you could be making significant changes to a large portion of your account, so it's important to double-check.
- Try implementing a rule with a frequency of 'one time' to monitor the actual impact. Once you're comfortable with how your rules are working, you can set them up to run on a recurring schedule (e.g. daily or weekly).
Configure rules appropriate for your business
- Be aware of intra-day and intra-week trends (e.g. peak hour or weekday traffic could differ from non-peak hour and weekend traffic). Also be aware of how far away you are from your goals when setting magnitudes of changes (e.g. changing in small increments of 5% when closer to your goal and large increments of 20% otherwise). All these issues can be addressed by using multiple rules in conjunction with one another.
Be smart when scheduling two rules that affect the same items
- What happens if you have two rules that affect the same items scheduled to run at the same time? Rules don't have a way to prioritise themselves, so even when you have two rules set to make concurrent changes to the same entities, both rules will run and make the specified changes to all entities. We recommend that you don't schedule multiple rules at the same time if they affect the same set of data. Instead, if you'd like to have two or more rules that make changes to the same part of your campaign, we suggest that you choose different times of the day for the rules to run.
If there are multiple rules on the same entities that are scheduled at the same time, our system will do its best to run them all, but there could be some errors resulting from trying to make conflicting changes at the same time. Setting different times for your rules not only helps avoid these errors, but it also serves as a way for you to prioritise your rules so that the one scheduled earliest runs first.
Tips for rules that affect keyword bids
Setting up recurring bidding rules that operate on entire accounts or campaigns can be complicated. If they're applicable to your needs, you may want to try automatic bidding and Conversion Optimiser to help you manage your bids and budget. Here are some tips to help you configure automated rules that modify keyword bids and run on a regular basis.
Changing bids based on conversion data
- Measuring a conversion is a longer process relative to measuring a click or impression; a conversion can happen many days after a click and is only recorded if it happens within your chosen conversion window. Conversions also occur much less often than clicks or impressions. If you create any rules based on conversions, we recommend that you use longer 'using data from' time ranges to properly capture your conversions.
Changing bids based on click-through rate (CTR)
- Your ad's CTR depends on its position on the page. If you create a rule that lowers your bid if CTR is low, this could result in a negative spiral where the ad declines further down the page and your CTR falls accordingly.