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The Rule Engine has some previously created “Instant Strategies”, which focus on certain specific goals, and which have already been configured for use. These instant strategies 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 strategies, grouped by focus and briefly described. 

Exclude Mobile App Placements

Exclude Mobile Apps With Zero Conversions

Find all Mobile Apps with no conversions and exclude them in bulk.

Monitor Geo Performance

Find New Cities

Find out which cities are starting to direct traffic to your campaigns in the last 14 days compared to the previous period.

Optimize Automated Bidding Campaigns

Audit Maximize Conversions Bidding Strategy

Audit campaigns running on Maximize Conversions bidding strategy to identify the next bidding strategy.

Non-Converting Search Queries - Search Campaigns (Automated Bidding)

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

Non-Converting Search Queries - Shopping Campaigns (Automated Bidding)

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

Reduce Target CPA - Automated Bidding

Modify Target CPA to reduce the gap and reduce CPA

Increase Target ROAS - Automated Bidding

Modify Target ROAS for ad groups performing well to reduce the gap and increase ROAS

Optimize Geo Bid Adjustments

Find Expensive Cities

Reduce bid adjustments for cities that have a higher CPA than the average in the campaign or cities that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Find New Cities

Find out which cities are starting to direct traffic to your campaigns in the last 14 days compared to the previous period.

Target Cost / Click (Countries)

Set bid geo bid adjustments for countries based on the target average cost-per-click (cpc) you want to achieve.

Target Cost / Click (Regions)

Set bid geo bid adjustments for regions based on the target average cost-per-click (cpc) you want to achieve.

Target Cost / Click (Cities)

Set bid geo bid adjustments for cities based on the target average cost-per-click (cpc) you want to achieve.

Target Cost / Conv (Countries)

Set bid geo bid adjustments for countries based on the target cost/conversion you want to achieve.

Target Cost / Conv (Regions)

Set bid geo bid adjustments for regions based on the target cost/conversion you want to achieve.

Target Cost / Conv (Cities)

Set bid geo bid adjustments for cities based on the target cost/conversion you want to achieve.

Reduce Cost

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 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 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.

Monitor Keywords With Increase in Cost

Label and report on keywords that see a significant increase in cost

Audit Maximize Conversions Bidding Strategy

Audit campaigns running on Maximize Conversions bidding strategy to identify the next bidding strategy.

Find Expensive Cities

Reduce bid adjustments for cities that have a higher CPA than the average in the campaign or cities that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Report on Close Variants

Monitor Close Variant Keyword Performance

Get a report of the close variants that trigger ads for your exact and phrase match keywords and how these close variant queries perform relative to the keyword that triggered them. You can tweak this recipe to automate adding negative keywords to block close variants.

Search Queries

New and Declining Search Queries Report

Monitor drastic changes in performance at the search query level. For example Search terms that had impressions in the past, but not anymore.

High Performing Search Queries

Automatically add keywords to your account based on queries that are driving conversions or that have a better CTR than the associated keyword. This recipe checks that the new keywords don't already exist elsewhere in the account.

Non-Converting Search Queries

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

Non-Converting Search Queries (Shopping Campaigns)

Add non-converting queries as exact match negatives to shopping campaigns to reduce cost

New Search Queries

Report new search terms (queries). These terms had impressions in the last 7 days but 0 impressions in the 7 days before that.

Non-Converting Search Queries - Search Campaigns (Automated Bidding)

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

Non-Converting Search Queries - Shopping Campaigns (Automated Bidding)

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

Shopping Campaigns

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.

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.

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.

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.

Non-Converting Search Queries (Shopping Campaigns)

Add non-converting queries as exact match negatives to shopping campaigns to reduce cost

Non-Converting Search Queries - Shopping Campaigns (Automated Bidding)

Automatically adds negative keywords for queries that have a lower CTR than the associated keyword or that have no conversions even though the cost is higher than the typical CPA of the campaign.

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 Cost / Conv (Countries)

Set bid geo bid adjustments for countries based on the target cost/conversion you want to achieve.

Target Cost / Conv (Regions)

Set bid geo bid adjustments for regions based on the target cost/conversion you want to achieve.

Target Cost / Conv (Cities)

Set bid geo bid adjustments for cities based on the target cost/conversion you want to achieve.

Target Position

Increase Bids to First Page Bid Estimate

Increase keyword CPC bids to the first page bid estimate.

Set All Bids to First Page Bid Estimate

Set all keyword CPC bids to the first page bid estimate. This recipe will lower bids that are above the first page bid estimate and increase bids that are below it.

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.

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