The Rule Engine has some previously created “Pre-built Strategies”, which focus on certain specific goals, and which have already been configured for use. These pre-built 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 Pre-built strategies, grouped by focus and briefly described.
For Google Ads
Device Bid Adjustments
Adjust device bid adjustments at the ad group level based on performance
Set bid adjustments for devices based on the target cost/conversion you want to achieve.
Exclude Mobile App Placements
Find all Mobile Apps with no conversions and exclude them in bulk.
Monitor Geo Performance
Find out which cities are starting to direct traffic to your campaigns in the last 14 days compared to the previous period.
Optimize Ads
This strategy can be used to monitor the number of different types of ads in your ad groups. It will alert you if you have too many or too few ETAs and RSAs.
Get a report with a list of disapproved ads.
Find ad copies that see a decline in CTR and may need to be refreshed.
Optimize Automated Bidding Campaigns
Audit campaigns running on the Maximize Conversions bidding strategy to identify the next bidding strategy.
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.
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.
Modify Target CPA to reduce the gap and reduce CPA.
Modify Target ROAS for ad groups performing well to reduce the gap and increase ROAS.
Optimize Geo Bid Adjustments
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 out which cities are starting to direct traffic to your campaigns in the last 14 days compared to the previous period.
Set bid geo bid adjustments for countries based on the target average cost-per-click (CPC) you want to achieve.
Set bid geo bid adjustments for regions based on the target average cost-per-click (CPC) you want to achieve.
Set bid geo bid adjustments for cities based on the target average cost-per-click (CPC) you want to achieve.
Set bid geo bid adjustments for countries based on the target cost/conversion you want to achieve.
Set bid geo bid adjustments for regions based on the target cost/conversion you want to achieve.
Set bid geo bid adjustments for cities based on the target cost/conversion you want to achieve.
Optimize Placements
Add high-performing placements as target placements. Exclude non-converting placements with a high cost.
Exclude low-performing placements related to job and employment topics. You can save budget by preventing your ads from appearing on sites that don’t align with your campaign’s goals.
This strategy was crafted by our friends Craig Belcher and Emillie Eidson from Eliminate Wasted Spend.
Expensive Managed Placements - Report
Find out which of your managed placements aren't driving conversions and costing you money
Reduce Cost
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.
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.
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.
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, Voted Top 25 Most Influential Expert in PPC: 2016-2018 shares his rule published on SEJ for reducing wasted shopping spend.
Label and report on keywords that see a significant increase in cost.
Audit campaigns running on the Maximize Conversions bidding strategy to identify the next bidding strategy.
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
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.
Keyword Optimization
Label and report on low Quality Score keywords that have low Ad relevance, expected CTR, or Landing page experience. This strategy can also be used to pause keywords with QS < 3.
Search Queries
Monitor drastic changes in performance at the search query level. For example, Search terms that had impressions in the past, but not anymore.
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.
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.
Add non-converting queries as exact match negatives to shopping campaigns to reduce cost.
Report new search terms (queries). These terms had impressions in the last 7 days but 0 impressions in the 7 days before that.
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.
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
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.
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.
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.
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, Voted Top 25 Most Influential Expert in PPC: 2016-2018 shares his rule published on SEJ for reducing wasted shopping spend.
Add non-converting queries as exact match negatives to shopping campaigns to reduce cost.
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.
Performance Max Placements
Identify and exclude placements such as gaming apps, gaming websites, and other low-intent game content from your account to prevent wasted spend and improve overall account efficiency.
This strategy classifies placements as Gaming placements by checking if they contain words like game, arcade, arena, etc.
Identify and exclude placements associated with kids’ apps, websites, and child-focused content to prevent irrelevant traffic and protect brand suitability.
This strategy classifies placements as Kids placements by checking if they contain words like kids, babies, toddler, etc.
Target CPA
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.
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.
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.
Set bid geo bid adjustments for countries based on the target cost/conversion you want to achieve.
Set bid geo bid adjustments for regions based on the target cost/conversion you want to achieve.
Set bid geo bid adjustments for cities based on the target cost/conversion you want to achieve.
Target Position
Increase keyword CPC bids to the 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
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.
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.
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.
Change History
Report on changes made by Google's Auto-applied Recommendations.
For Microsoft Ads
Bid Optimizations
Push high Quality Score keywords to the first page.
Reduce Cost
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.
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.
Find product groups where the max bid is much higher than the average CPC and reduce bids to prevent unexpected spikes in costs.
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.
For Amazon Ads
Manage Bids
Use your target ACoS to set the CPC bid using historical sales data for a keyword.
Manage Keywords
Find and add new negative keywords when expensive non-converting search terms are discovered.
Reduce Cost
Add a negative keyword for search terms that don't convert after a certain number of advertiser-defined clicks.
Reporting
Get a keyword report for Amazon Ads so you can quickly see keywords with impressions, clicks, and sales, as well as those with no impressions.
Get a report of all campaigns and see which ones have generated sales, clicks, and impressions.