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How To: Creating Custom Strategies
Custom Strategies in Rule Engine I: Define the Settings for the Strategy
Custom Strategies in Rule Engine I: Define the Settings for the Strategy
Geetanjali Tyagi avatar
Written by Geetanjali Tyagi
Updated over a week ago

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Getting Started

The Rule Engine's Wizard will guide you through every step of the way for creating your own Rule Engine strategy. On the first page of the wizard, select "create my own strategy".

The next step is to choose what the strategy should primarily analyze: Campaigns, Ad Groups, Keywords, Shopping Product Groups, Retail PMax Listing Groups, Search Terms, Budgets, Placements, Bid Adjustments, Ads, or Geo. When selecting Geo, you'll be prompted to choose between country, region, city, or Zipcode.

Please note that this setting cannot be changed after the rule is created.

Once you have selected your desired scope click on the 'Create Strategy' button to proceed further. Additionally, you have the option to select from one of our pre-built strategies displayed at the bottom.

Strategy Name and Details

The first part of the setting is to give the strategy a name. It is a good idea to use a name that enables you to identify what the strategy does. 

Editing the Rules

To help you get started, we've added a few sample rules to your custom strategy. You can click on the conditions and actions you want to edit.

On the right side, under Settings, you'll find the options to create custom variables, custom date ranges, add external data, and key-value pairs.

Filters & Pre Filters

This setting enables you to run the strategy on keywords and ad groups that have a specific label. Google Ads doesn't let you label product groups so this filter won't work if the strategy is being run on product groups.

You can also create pre-filters for the strategies. This makes sure the system will only load the data you need, and therefore make the tool run faster if you have a rather large account.

You can find the filters and pre-filters under the "start" sequence, as seen below. 

Custom Variables

Custom Variables are used to assign values that you want to consistently use in your strategy. They are very useful when using formulas/expressions as you can use the variable in different places in the formulas or rules instead of selecting the value manually when creating the new rule or expression. You can read more on how to set them up here

Connect External Data

With the Spreadsheet capability in the Rule Engine, you can upload any data (like conversion type or phone calls) from any source (like a CRM or any 3rd party tool) and use it to apply changes in your Google Ads account. You can use metrics that are not available in Google Ads to change bids or change the status of your keywords. You can read more on how to set it up here.

Custom Date Ranges

Add your own custom date ranges to use inside the Rule Engine, with any necessary offset period, to improve the results of the primary analysis. You can read more on how to set them up here.

After you've established these settings, you can begin defining the conditions for the rule. 

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