Automation rules allow you to move, pause, or convert keywords to negative keywords based on performance data from bol. You can also increase/decrease the bids on specific keywords based on that keywords performance.
They're useful when managing multiple campaign generators with varying budgets (for example, transferring high-performing keywords to a campaign with a higher budget.)
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Good to know
Automation rules operate within Rule groups. Rule groups follow certain rules:
- Ordered sequentially: Rules within a group are executed sequentially from top to bottom. The order rule groups run in is important and can’t be changed.
- Require an action: Each rule group must contain at least one Automation Rule, and every Automation Rule needs a corresponding action.
- Saved one at a time: Only one rule group can be saved at a time. Click the SAVE button within the rule group after editing it.
- Must be activated: Rules must be activated to run. To activate your rule, click the gear icon > Activate rule group.
- Can contain a maximum of 20 rules: The amount of rules per automation is limited to 20. You can have up to 20 conditions in your rule.
Automation rule structure
Automation rules are based on filter conditions derived from bol’s keyword performance data. They function differently from regular rules in that the filter type sets the condition on whether the rule runs or not.
Each automation rule consists of a:
- If-field: The specific field being evaluated.
- Filter type: The type of filter being applied.
- Static value: The value the condition is checked against.
- Then-field: The action to apply to the rule
You can add multiple filter conditions by clicking the + button and remove them with the × button.
Conditions
You can create a condition (the ‘if’ part of the rule) to trigger based on the following options:
- ACoS: The Advertising Costs of Sales based on purchases made within (your set date range) of clicking on an ad
- Ad spend: Total cost of ad clicks
- Clicks: Total number of clicks on an ad
- CPC: Total cost divided by total number of clicks
- CTR: Clicks divided by impressions
- Conversion rate: Total number of orders divided by total number of clicks within (your set date range)
- Impressions: Total number of ad impressions
- Orders: Total number of units ordered within (your set date range)
- Revenue: Total value of sales within (your set date range) of an ad click
- ROAS: Return on ad spend based on purchases made within (your set date range) of an ad click
Filter options
- Is equal to
- Is not equal to
- Is greater than
- Is greater or equal to
- Is less than
- Is less or equal to
Date range
The Date range determines the performance data window that the rules will evaluate. This range is a fixed time window counting back from ‘today.’ The options are:
- 7 days
- 14 days
- 30 days
Match type
Match type defines how closely a search term must match your target keyword or product.
- Exact match: Only triggers for the exact keyword.
- Phrase match: Triggers for the keyword within a phrase.
For example: searching “amazing brand shoes” won't trigger an ad if the match type is set to “exact” with the keyword "brand.", but it will if the match type is set to "phrase."
Automation rule types
Keyword search term (automatic campaigns only)
Keyword search term
Automated rules created in the Keyword search term tab change and transfer keyword targets based on the search term’s performance (e.g. Keyword harvesting) to a manual campaign.
Available actions:
- Add as positive (move/add to manual campaign only): Adds the filtered keyword as a positive keyword in a manual campaign
- Add as negative: Adds the filtered keyword as a negative in the selected campaign
Example: “Keyword harvesting”
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If field: ROAS Filter: is greater than Static value: 50 Then:
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Keyword targeting (manual campaigns only)
Keyword targeting
Automation rules created in the Keyword targeting tab use keyword performance data to manage your keyword targets (e.g. keywords, audiences, placement).
Available actions:
- Move - Moves targets from one campaign to another
- Convert to negative - Turn the keyword into a negative keyword to prevent it from showing for that target
- Pause - Pause a target
Example: “Non-performing keywords”
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If field: ROAS Filter: is less than Static value: 5 Then:
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If field: Impressions Filter: is greater than Static value: 100 Then:
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Keyword bidding (manual campaigns only)
Keyword bidding
Automation rules created in the Keyword bidding tab adjust how much you want to bid on a keyword based on its performance.
Available actions:
- Increase bid: increases the bid of the keyword by the specified percentage without going over the specified maximum bid value.
- Decrease bid: decreases the bid of the keyword by the specified percentage without going below the specified minimum bid value.
Example: “Bids Exact Match keywords”
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If field: Impressions Filter: is less than Static value: 50 Then:
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If field: ACOS Filter: is greater than Static value: 50 Then:
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