The strategies in the Rule Engine can be run on Search Terms for actions such as analyzing high performing queries and adding them as new keywords, or queries with high cost and no conversions to add as negative keywords, among others.
You can choose to add queries as Negative Keywords or as positive keywords and set its new bids using a constant number, expression or a single metric.
Add New Keyword with Avg. CPC Bid
Add new keywords from search terms that are performing well.
- Choose search terms that are performing well (e.g. queries with more than 2 conversions in the last 90 days) and that don't currently exist on your account as keywords, in order to avoid duplicates.
Set bids dynamically based on relevant metrics.
- Minimum bid won't be lower than Avg. CPC maximum bid won't be higher than First Page CPC.
Later on, create an action to add the matching queries as keywords in the ad group, and define its new bids. In this case, we're setting the new bids as a standard metric:
New Bid: Avg. CPC | Min. Bid: Avg. CPC | Max. Bid: First Page CPC