Meet two relevant actions for the automated rules!
Adjust Bid by Target Metric
Rules can automatically adjust keywords' CPT bids based on your target metric (CPI, CPA, Conversions ROAS, etc.).
For example, you can set a rule to optimize keyword bids by Target CPI, which means that keywords' bids will be automatically adjusted helping you achieve your desired CPl.
Or, as another example, you can select CPG (cost per goal) as a target metric. In this case, your CPT bids will be optimized based on the current and the target cost per goal.
💡 Tip: You can effortlessly track any changes in keyword bids by enabling email notifications from Autorules. Right into the email, you now will be able to see first 30 keywords with the changes that has been applied to them. Save your time on analysis of the automation effect with the Autorules notifications!
By what metrics can I automatically adjust bids?
You can choose one of the following metrics:
CPI
Avg CPA (Click-Through)
Cost per Goal
Cost per Conversion
Conversions ROAS
Conversions ROAS D0-D360
Note 👆 CPA here is cost per acquisition (that is, cost per download) which is different from the CPA Cap in Apple Search Ads. In Apple Search Ads, CPA Cap is set on the Ad Group level, while here, we are considering CPA (cost per acquisition/download) of a keyword.
What is a target value?
This is the value that you would like to achieve for the target metric you selected in the first step. Keywords' CPT bids will be adjusted based on the target value you specified.
Tip 👀 To get the best results, set a realistic target value, based on benchmarks and historical performance.
Why are Lower bid limit and Upper bid limit required fields?
Specifying the lower bid limit ensures that the keyword continues to get into the auction. The upper bid limit helps you make sure you will not overspend.
Should I add additional conditions to the rule?
For the best results, we recommend adding rule conditions to ensure the Adjust Keyword Bid by Target Metric action is not applied to the keywords with not enough historical data, irrelevant keywords, or spend wasters.
Find more details and tips here.
How frequently will the rule run?
Just like with the regular rules, you can set the Adjust Bid by Target Metric action to perform once, hourly, daily, weekly, or monthly.
What date range will it analyze before adjusting bids?
It depends on the lookback period for the rule you have specified.
Can I apply this action to all the keywords?
Yes. However, we recommend you avoid applying this action to the keywords that:
Don’t have enough historical data.
Don’t perform well — especially when they are irrelevant or spend wasters.
Tip 👀 In the latter case, we suggest you run rules with the Paused keyword or Pause keyword and add as negative actions instead.
👉 There are more points to keep in mind to get the best results from the Adjust keyword bid action. You can find our recommendations and best practices here: Automation Rules: Adjust Bid by Target Metric Best Practices.
How are the bids calculated?
The CPT bid will be calculated by the formula using the metric you specify as your target. You can find the details here: Adjust Bid by Target Metric: How are the Bids Calculated?
Enable Keywords Action
The Enable keywords action helps identify and enable keywords that were previously paused.
When can I use this action?
It is useful for cases when you pause underperforming words, however, later you notice that new events have arrived and, actually, those keywords appear to be good converters with lower costs. It happens because some conversions tend to have a delayed effect. You can configure an automation rule to ensure that you are not losing any opportunities with keywords on pause.
How does it work?
You need to select Rule Action: Enable keyword and set the conditions that will be used to decide what keywords the action should apply to. It is important to set a sufficient date range to properly capture events that took more time to arrive.
Tip 👀 To set a suitable date range, take a look at the user journey in your app and find out how much time usually passes between the click/tap and the conversion.
Other improvements
In addition to the new actions, we have also rolled out some minor improvements to the automation rules.
1. Improved logic for the Pause keywords and Add as negative keyword to actions
Previously, keywords were added to negatives in the original match type. If you enabled this action for the broad match ad groups, bad-performing keywords were automatically added as broad negatives. This would block your ad from close variants of the keywords, which seems too restrictive.
Now, Add as negative keyword to action will automatically add keywords as exact match negatives, so that not hurt your volume.
Also, we improved CSV reports for the rules like that. Before the release, if a keyword already existed as a negative keyword, the rule just paused it. Now, email notifications will include an alert message for keywords like that, stating that a keyword already exists as a negative one.
2. Adding rule conditions is no longer required
It has become easier to use automation rules for bulk actions (the so-called one-time rules).
Previously, when you wanted to pause or change bids for all keywords in an ad group/campaign/app, you could do it quickly using a one-off automation rule. But for the rule to be triggered, you had to enter "fake" conditions like CPT Bid > 0.
The new improvement saves you a few clicks since adding rule conditions is no longer required.