Managing automation is essential for effective Apple Ads campaign management especially when the account structure is complex and includes a different strategy for every use case.
With a new OR operator, you can add various sets of conditions for the action to be triggered, including mutually exclusive ones. This provides more flexibility so you can fine-tune your automated rules to better meet your goals and cover more cases with less automation.
OR operator helps you manage large advertising accounts in a more efficient way:
Scale more effectively by achieving a specific goal through various metric sets.
Consolidate similar rules into a single one to reduce their number.
Allocate your advertising budget even more efficiently.
Apply a single rule to multiple storefronts, streamlining your advertising efforts.
How does it work?
Automated rules work by allowing you to set specific conditions and actions that are automatically triggered when those conditions are met. To start adding conditions, click +Add Condition and specify the values.
You can swap conditions by dragging them to the right place.
You can copy several similar or slightly differing conditions to create new rules efficiently. By copying, you can quickly make the necessary changes without having to manually input all the information again. This saves time and reduces the chance of errors.
Let's dive in to see more use cases π
How can this be useful in practice?
Hit multiple goals with one action and scale faster
β Decrease bids when optimizing multiple conversions for your app.
If you optimize several conversions for your app, you can decrease bids, considering different kinds of KPI for these conversions, within one rule.
β Control different KPIs for your app and perform the necessary changes with one rule.
Instead of changing the bids right away, you can create a rule for sending notifications via Slack if the cost per purchase is > $25 or if ROAS is less than 90%.
Improve your account management productivity and transparency
β Reduce the number of rules with the same action based on different KPIs.
You can combine 2 rules to pause poor keywords into one.
β Negate low-performing search terms or keywords in campaigns with different storefronts.
Suppose you have several discovery campaigns for different countries and regions and want to quickly exclude low-performing search terms from all of them. Moreover, CPA values vary depending on the storefront. Now, it's easier to put things right by adding conditions for all storefronts to a single rule.
π‘Tip. Select Add Labels to tag objects processed by the rule, ensuring better tracking and improved visibility.
β
Set up getting notifications about both high-cost and low-cost keywords in one rule.
β Eliminate automated rule duplication.
The number of automated rules is growing along with the account as well as advertisers' needs for account control and transparency. With the OR operator for rule conditions, you can reduce the number of similar rules, bring them in order, and exclude possible rule duplicates.
Π‘ut down unprofitable ad sets
In this case, you can group conditions into three tiers to ensure the optimal performance of ad sets.
Tier 1: Ad sets that haven't led to conversions and have overrun CPI 1.5 times will be paused.
Tier 2: After the first conversion, the focus will be on bringing CPI closer to the desired value. If an ad set spends 3xCPI without at least two conversions, it will be paused by the rule.
Tier 3: This tier focuses on monitoring the long-term performance of ad sets to ensure they continue to perform well.
Once the rules are set, the system continuously monitors the performance of your account and automatically takes the specified actions whenever the conditions are met, freeing up your time and resources to focus on other aspects of your advertising efforts!