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The Rule Engine lets you create custom optimizations that can make bulk changes to your Google Ads, Microsoft Ads, Amazon Ads, Facebook Ads, and Yahoo Japan Ads accounts.
It also supports making bid adjustments for Device, Age Range, Household Income Range, Gender, and Audience at the ad group level for your Google Ads Accounts.
Where can I find it?
These bid adjustments can be found when creating a new strategy, under the 'Ad Group Bid Adjustments' scope, as seen in the screenshot below. You can read more about the Rule Engine here.
Creating a Strategy
Select your desired bid adjustment criteria and create the strategy with a suitable name. You'll then be redirected to the rule editing page where we already have some preconfigured rules set up to help you get started.
Criteria are independent of each other, so if you have two different rules, one for gender and one for audience, the same types of campaigns will work for both. For example, if you have two different rules for gender itself, the funnel logic works as going to the first rule, then the second one, etc.
You can take 3 actions for every criterion of your ad group level bid adjustments using this rule engine scope, i.e.:
Modify Bid Adjustments
Include in Report
Modify Status
Once you proceed, you'll see different tabs for each and some basic rules already configured.
You can read more about how to customize strategies here.
About: Household Income Range Bid Adjustment
This criterion allows you to target a particular part of your ad demographic based on their income. For instance, if you aim to reach individuals with a household income in the top 20% of your demographics, follow these steps:
Create a new rule engine strategy for the Ad Group Bid Adjustment Scope with 'Household Income Range' as the criterion.
Add two new rules to check if the 'Household Income Range' equals the 'Top 10%' and '11 - 20%' segments.
Use the 'Actions' menu to Increase Bid Adjustments by any desired amount
Excluding and Including Demographics
The Ad Group Bid Adjustment scope also supports excluding and including demographics, such as Gender, Age Ranges, and Household Income.
You can:
Exclude underperforming demographics (e.g., specific age ranges, genders, or income brackets) to optimize performance.
Include previously excluded demographics to test new strategies.
Automate your strategies to periodically exclude or include certain demographics.
