How do PPC Rules work? (Click here for Video)

Rules automatically change your keyword bids based on how the keyword is performing. A rule consists of a condition, a threshold, as well as an action.

  • The condition is the "If-statement" of the rule. If the condition is true, the rule will trigger the action.
  • The threshold specifies how long the rule should wait until it checks for the condition.
  • The action tells the rule what should happen if the condition is met.

  • Rules are grouped in rule-sets
  • You can apply one rule-set to multiple ad groups. However, an ad group can only have one rule-set attached to it


When and how is a rule triggered?

The rule will wait for the threshold to pass for each keyword (e.g. the number of clicks or days) until it checks the condition.

The rule will check if a keyword has crossed the threshold daily at night. If the threshold was crossed, but the condition is not yet met, the rule will continue to collect data each day (growing the threshold count) until the condition is met.

Once the threshold has been crossed and the condition is met, the rule will trigger the action and the threshold count restarts from 0.


What happens after a rule is triggered?

If a rule changes the bid for a keyword, the threshold count will restart for all "bid changing" rules within that rule-set and wait for the condition to match again for any keyword attached in that rule-set.

This ensures each keyword can "prove" its profitability with their new bid.

For rules that are not geared towards profitability, but towards making sure sales/orders are being generated at all, and where the action is pausing or moving a keyword to negative, the threshold count is not affected by any bid changes.


What happens if the conditions of multiple rules are met for one keyword?

If a keyword reaches the threshold of multiple rules, it will trigger each rule where the condition is true. This means there can be multiple actions per keyword on a given day.


Further Reading:

Which Time-Frames do the Rules look at? (click here)

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