Set up automated rules in Google Ads

This article helps agents set up automated rules in Google Ads. Learn how to troubleshoot automated rules issues.

Table of contents

• Before you begin
• Instructions
• FAQs
• Enhancing the customer experience
• Escalation process
• Best practices for automated rules in Google Ads

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Before you begin

Automated rules automatically change your Google Ads account based on your settings. These changes can affect ad status, budget, bids, and more. For example, you can create a rule to increase keyword bids when your ad drops from the first page of search results. You can also set up email notifications based on certain conditions. Using automated rules saves you time by automating frequent manual changes. While automated rules simplify account management, it's crucial to set appropriate limits and regularly review the logs to ensure effective rule actions based on sufficient data. Consider automating frequent manual tasks such as scheduling ads, pausing low-performing ads or keywords, adjusting bids for average position control, and sending budget notifications. You can have up to 100 active rules per account per user.

Data required

• Access to a Google Ads account

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Instructions

To create automated rules, follow these steps:

1. Go to the Campaigns, Ad groups, Ads, or Keywords page within the Campaigns menu .
2. Select the campaign, ad group, ad, or keywords you want to automate.
3. Select Create an automated rule from the Edit drop-down menu on the blue bar that appears above the reporting table.
4. Choose which campaigns, ad groups, ads, or keywords to apply the rule to. You can also select the campaigns you want to apply the rule to if you're creating an automated rule for ad groups, ads, or keywords.
5. Under the “Action” drop-down, select the action you want to trigger for your campaigns. You can choose to increase your budget by a percentage or specific amount. If you’d like to ensure your budget cost doesn’t exceed a certain amount for the billing period, you can set an optional upper budget limit. (Screenshot)
6. Click Add.
   • Note: Repeat steps 4-6 if you’d like to add multiple actions to your automated rule.
7. Set the rule frequency, date range, and notification preferences.
   • Note: You can specify the hour for your rule to run.
8. Click Preview to verify the rule setup. This doesn't make permanent changes. Then, click Save rule.

Manage rules by going to the Rules page under the Bulk Actions drop-down, within the Tools menu . Here you can pause, enable, remove, or edit your rules. To review rule logs, go to the Version history tab within the Rules page for specific information about changed entities.

Note: Google Ads Editor or other third-party tools don't interfere with automated rules.

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FAQs

What if I have 2 rules affecting the same items at the same time?

Both rules will run and make changes. Avoid scheduling multiple rules concurrently for the same data. Stagger rule times to prioritize them (the earliest scheduled runs first).

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Enhancing the customer experience

Provide proactive support by anticipating customer needs and offering solutions using automated rules.

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Escalation process

Escalation path

Contact the Google Ads support team for complex issues.

Consult path

Consult with senior Google Ads specialists for advanced rule configurations.

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Best practices for automated rules in Google Ads

• Use limits: Set bid and budget limits to avoid extreme changes.
• Use enough data: Base rule actions on sufficient data (longer timeframes or additional requirements).
• Consistent settings: Align rule frequency and measurement windows (for example, weekly frequency with last 7 days' data).
• Preview: Preview rules before saving.
• Be vigilant: Initially, run rules once to monitor the impact. Then switch to a recurring schedule.
• Business-specific rules: Account for intra-day or intra-week trends and goal proximity. Use multiple rules for complex scenarios.
• Keyword bid rules: Use automatic bidding for complex account or campaign-level recurring bidding rules.
• Conversion-based rules: Use longer data ranges for conversion rules.
• Position-based rules: Bid increases may result in more impressions and lower positions.
• CTR-based rules: Lowering bids for low CTR can create a negative spiral.

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Additional resources

• Issues with automated rules: Troubleshoot (Internal)
• Set up automated rules (External)
• Manage your automated rules (External)
• Common ways to use automated rules (External)
• Manager Accounts (MCC): Navigate your manager account (External)