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The Rule Engine has some previously created “Instant Recipes”, which focus on certain specific goals, and which have already been configured for use. These instant recipes cover from finding expensive ad groups to reducing product group bid gaps, and just about everything in between.  

Here is a list of all the available Instant Recipes, grouped by focus and briefly described. 

Reduce Cost

  • Find Expensive Ad Groups. Reduce bids for ad groups that have a higher CPA than the typical ad group in the campaign, or ad groups that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.
  • Find Expensive Keywords. Reduce bids for keywords that have a higher CPA than the typical keyword in the campaign, or keywords that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.
  • Find Expensive Product Groups. Reduce bids for product groups that have a higher CPA than the typical product group in the campaign, or product groups that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign. 
  • Reduce Bid Gaps. Find product groups where the max bid is much higher than the average CPC and reduce bids to prevent unexpected spikes in costs. 
  • Kirk Williams - Weekly Shopping Bid Reduction. Kirk Williams, Voted Top 25 Most Influential Expert in PPC: 2016-2018 shares his rule published on SEJ for reducing wasted shopping spend. 

Report on Close Variants

  • Close Variant Performance for Exact Match Keywords. Get a report of the close variants that trigger ads for your exact match keywords and how these queries perform. 

Search Queries

  • High Performing Search Queries - Runs on Search Terms. Find high performing search queries to be added as new keywords in your account. This recipe will search for both converting and high CTR search queries.
  • Non-Converting Search Queries - Runs on Search Terms. Find non-converting and high-cost search queries with a low CTR to add as negative keyword. 

Target CPA

  • Bid to Target CPA (Keywords). Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.
  • Bid to Target CPA (Ad Groups). Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.
  • Bid to Target CPA (Product Groups). Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Target ROAS

  • Bid to Target ROAS (Keywords). Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.
  • Bid to Target ROAS (Product Groups). Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.
  • Bid to Target ROAS (Ad Groups). Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Video Guide

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