How To Set Up Automated Rules In Google AdWords

Google AdWords Automated RulesAutomated rules in Google AdWords are a powerful feature that can open the door to some really creative strategies. These rules are similar to AdWords scripts, except with no coding required. If you’re still manually changing promotion or holiday ads at 12am, or far worse, managing your week parting strategy manually, then keep reading. These automated rules can respond to changes deep within your AdWords account that might otherwise be missed. Best of all they’re simple to set up and highly flexible in the ways you can use them. Here’s how you set them up:

Explore What Actions Automated Rules Can Do

Hop into your Google AdWords account and make sure you are in the Campaigns tab and have All Campaigns selected in the left sidebar. Click the Automate drop down menu to see rule options from the campaign level all the way down to the keyword level. Here are the main things you can do, based on several dozen types of triggers you can set later on:

At The Campaign Level

  • Change daily budgets when…
  • Pause campaigns when…
  • Enable campaigns when…
  • Send an email when…
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At The Ad Group Level

  • Change ad group default max CPC when…
  • Change ad group default max CPV when…
  • Pause ad groups when…
  • Enable ad groups when…
  • Send an email when…

At The Keyword Level

  • Change max CPC bids when…
  • Raise bids to top of page CPC when…
  • Raise bids to first page CPC when…
  • Pause keywords when…
  • Send email when…

At The Ad Level

  • Pause ads when…
  • Enable ads when…
  • Send email when…

Now Look At The Rules You Can Use To Trigger These Actions

The actions listed above can be triggered by hundreds of combinations of metrics, criteria, or time. Here are a few ways to make your life easier with automated rules:

  • Automatically pause ads that contain certain text (i.e. “25% Off Sale Ends Tonight”).
  • Increase bids on keywords that have had a certain threshold of conversions the week before.
  • Decrease bids in campaigns that have hit their budget to maximize traffic.
  • Increase or decrease campaign budgets on certain days of the week (week parting).
  • Increase bids on keywords that are below a certain average position.
  • Send an email when campaigns are performing out of norm.

There are hundreds of combinations you can create to trigger your action. At AgencyPPC, we like to maintain a high level of control over the accounts, so we use a healthy mix of automation and manual analysis. That being said, the preciseness that automation offers can’t be overlooked when dealing with time-sensitive campaigns and granular data. This is one AdWords feature that is simply a lifesaver in many of the accounts that we manage. So get into your account and supercharge it with the power of automation!

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