As of late, the use of automation has increased, and more and more people are embracing it. That’s why we have 4 Google Ads automated rules to remember.
Why are people embracing automation so much, you ask? Because when it’s used correctly, automation is your sidekick when it comes to fine-tuning your Google Ads campaigns (and a host of whole others too).
Automated rules, scripts, and third-party tools must be used in addition to normal everyday management.
Today, let’s take a look at 4 Google Ads automated rules that are available to advertisers. In particular, we’re going to share these four rules that have become commonplace in lots of accounts.
However, before we get right to sharing these rules, let’s emphasize that thresholds will be different for every accounts.
Say, for instance, I might pause keywords in my account that haven’t converted in the last 30 days, and have received at least 45 clicks.
For you, these thresholds might be different. Everything depends on the account specific intangibles. It’s essential to understand why you’re running the rule and adjusting thresholds accordingly.
Rule #1: Increase Your CPC Bids
This rule involves reviewing all your enabled keywords, and it increases bids whenever particular requirements are met. What’s the goal of this rule? The goal is to get additional exposure for converting keywords that are under cost per conversion goal.
The example below illustrates a rule that runs weekly, increasing CPC bids by 25% on the keywords with CPAs below $10.
With a rule like this, you’re telling Google to increase bids for terms under cost per conversion goal that have less than 40% Top Impression Share. The Impression Share threshold is already set so that the keywords that already show up in top positions of the SERPs fairly often don’t receive higher bids where they’d potentially spend more and increase the cost per conversion.
Here, we’re also setting a threshold for the max bid. Simply put, no matter how well a keyword is performing, we never want to bid for anything above $2; because at that cost, we lost profitability. And as a final note, the brand campaign isn’t included in this rule. Because of the importance that branded campaign conversions and revenue have on the overall account, we want to ensure that all bid changes are made manually.
Rule #2: Pause the Ineffective Keywords
Okay, so what’s the purpose of this rule?
The purpose is to review and pause the non-converting keywords. In the example shown below, the time frame is 60 days. This sort of threshold is a generous window to determine whether or not a keyword is performing as it should.
Another important thing to consider is assisted conversions. With this rule, you’re isolating keywords that are actually doing quite little to help the last-click conversions. Afterward, we’re pausing them.
If you’re aware that particular keywords rarely drive large last click volume, but play vital parts at the top of the funnel, make sure you take that into consideration whenever you’re using rule #2.
Rule #3: Increase the Bids on Low IS
This rule ensures that you’re showing at least half the time on top-performing keywords. It makes use of three simple metrics: conversions, search lost IS (rank), and cost per conversion.
Numbers like these evidently vary depending on the account and the goals. However, you’ll notice this rule doesn’t even contain a branded campaign qualifier, just like the other rules.
As additional automated rule, you can duplicate Rule #3 and specify it to your brand campaign, but with a much more aggressive set of impression share qualifications. This helps you keep a constant pulse on your branded impression share.
Rule #4: Receive Emails for Ineffective Ads
Rule #4 has similarities to (and is actually the same as) the ineffective keyword rule. However, there are two differences.
First difference is that instead of keywords, you’re looking at ads.
The second difference is that Rule #4 emails you instead of making the changes automatically. Always keep in mind to have at least 3 ads running in every ad group. Sadly, this sentiment isn’t always put into practice. As Google sends you an email, you can review each ad group and pause accordingly. And if you only see one or two ads, then freely write another!
In the End,
The 4 Google Ads automated rules we’ve laid out are a great start for automating aspects of your account. You can venture deeper into these rules, but remember that automation is meant to help, and not replace the human touch. Be open about exploring automation while making sure it doesn’t replace your greater efforts.
Do you have rules set up in any of your accounts? Let us know in the comments.