Optimizing Google Ads with Automated Rules

Google Ads16 May 2018

Today automation through algorithms is increasingly in vogue (and from my point of view overrated, since there is still no artificial intelligence that replaces a good consultant with experience and common sense), so we are going to focus on a functionality that can allow us to save time on repetitive tasks to dedicate it in those that add value to the campaigns carried out by any Google Ads Agency.

Automation through the Google Ads Interface

It will be enough for us to select the option tools – > Actions in Blogue – > Rules to get to the option we need.

Then, we will only have to press the blue button “+” and we will be displayed all the automation options we have.

There’s also the option to access those options from campaign, group, or keyword pages. We can access the column selection menu, with the option of the 3 vertical points:

Let’s see below the main google ads automationoptions:

Campaign rules in Google Ads

The options in this section and in the following will be very wide, giving play to all kinds of combinations that are useful to us.

We can select:

Rule Type:

Stop campaigns
Enable campaigns
Send email
Change budgets

Apply to campaigns:

All campaigns enabled
All campaigns enabled and paused
Select campaigns

Condition (We put them all, since the really relevant thing is to realize the immense amount of existing options):

Campaign
Campaign name
Daily budget
State
Campaign type
Views
Display percentage
Medium CPV
Visualizations obtained
Clicks
CTR
Average CPC
Impressions
Interactions
Percentage of interactions
Average Cost
Cost
Bidding strategy
Campaign subtype
Bidding strategy name
Type of budget
Overall budget
Auction comparison
Accounts
Campaign end date
Label
Campaign start date
CTR Visible
Medium visible CPM
Measurable percentage
Visible percentage
Distrib. of the impr. non-measurable
Distrib. of the impr. not visible
Disitrib. of the impr. Visible
Measurable cost
Measurable prints
Print. non-measurable
Print. not visible
Print. Visible
Percentage of all conversions
Value of all conversions
Value of all conversions/click
Value of all conversions/cost
All conversions
Medium CPM
Pos. stocking
Average session duration (seconds)
Freq. average of impr. by cookie
Freq. average of reprod. by cookie
Bounce rate
Ad changes
All changes
Bid changes
Budget changes
Keyword changes
Network changes
Status changes
Changes in segmentation
% of impr. lost busq. (presup)
Percentage of impr. display
% impr. loss of visualiz. (clasif.)
Conversion rate
Conv value.
Conv./click value
Conv. value/cost
Conversions
Cost/all conversions
Cost/conv.
Cost/conversion (current model)
Average CPE
Multi-device conversions
Conversion rate (current model)
Conversion value (current model)
Conversion/click value (current model)
Conversion value/cost (current model)
Conversions (current model)
Cost/all conversions
Average CPC
Average CPE
Medium CPM
Medium visible CPM
Average CPV
CTR
Relative CTR
CTR Visible
Accounts
Click-through rate
Average session duration (seconds)
Unique viewers (cookies)
Campaign end date
Campaign start date
Freq. average of impr. by cookie
Freq. average of impr. per user
Freq. average repr. by cookie
Bounce rate
Ad changes
Bid changes
Budget changes
Keyword changes
Network changes
Status changes
Changes in segmentation
% impr. lost search. (presup.)
Percentage of impr. display
% of impr. loss of visualiz. (clasif.)
Conversion rate
Conv value.
Conv./click value
Conv. value/cost
I like it obtained
Additions to playlists obtained
Times the video has been shared
Subscribers obtained
Percentage of expansions
Gmail forwarding
Saved Gmail messages
Clicks on Gmail to go to the website
Unique cookies
Unique users
Freq. average of impr. per user
Invalid click-through rate
Invalid clicks
Percentage of invalid interactions
Invalid interactions
Chat conversion rate
Print. of the message
Chats
Pages/session
% of new sessions
Phone calls
Phone number printing
PTR
Relative CTR
Search impression quota sub. Abs.
% impr. loss of visualiz. (presup.)
Click-through rate
% of impr. Concord. exact search.
Percentage of impr. search
% impr. lost search. (clasif.)
Value / all conversions
Value/conv
Value/conversion (current model)
Average/print time.
Display time
100% played video
Video played up to 25%
Video played up to 50%
Video played up to 75%
Unique viewers (cookie)
Conv. post printing

Define the frequency to start your action:

Here we will mark the frequency we need for our rule.

Once/daily/weekly/monthly using data from same day/day before/same week/week before/7 days before/14 days before/same month/month before/30 days before/from always

Email results:

We will choose if and when we want to be notified of the outcome of the rules.

Every time this rule is run / Only if there are changes or errors / Only if errors occur / No emails

As we can see we have an impressive amount of concepts by which to segment / automate our Google Ads campaigns.

Let’s see below some examples of campaign rules

Example campaign rule:

“On weekends we will stop campaigns that are suitable, but have not had any conversion during the last 7 days”

Ad group rules in Google Ads

The operation of ad group rules is analogous to that of campaigns, with slight variations

Rule Type:

Stop ad groups
Enable ad groups
Send email
Change bids for ad groups

Apply to groups:

All ad groups enabled
All ad groups enabled and paused
Selected ad groups

Condition:

The same metrics are repeated as in campaigns, although additional ones appear such as:

Ad rotation
Phone calls
Phone number printing
PTR
Tracking template

All other options are the same as in campaigns.

Example of a group rule:

“Review weekly and send an email on Mondays at 9:00 warning of groups with ad rotation marked as “Do not optimize” that have a CTR of less than 3% during the last 7 days”

Keyword rules in Google Ads

Keyword rules follow the same pattern with slight variations

Rule Type:

Stop keywords
Enable keywords
Change keyword bids
Send email

Apply to keywords

All keywords enabled
All keywords enabled and paused
Keywords of selected campaigns
Keywords for selected ad groups

Condition:

In addition to metrics included in the two previous sections, we have some default filters and new metrics:

Keywords are below first page bid
Quality keywords but with little traffic (quality level > = 5 (includes “-“); impressions < = 1000)
Clicks adic. est./sem. (bid +50%)
Clicks adic. est./sem. (bid +300%)
Clicks adic. est./sem. (bid of -50%)
Comparati
Estimation of additional clicks per week (bid for the first position)
Puja est. at the top of the page
Auction comparisons
…

Example keyword rule:

“Raise daily bid at 00:00 10% with a limit of € 10 when keywords with AW label are below the first page bid, notifying by email each time the rule is executed”

Other Google Ads rules

In this article we have dealt only with the first three types of rules, but by mastering these we can get an idea of how the others work:

Ad rules
Display keyword rules
Theme Rules
Site Rules
Hearing Rules
Age range rules
Sex rules
Parental status rules
Income Rules

Conclusion

We have seen that the possibilities of automation of Google Ads through rules are very wide, and if there is that option you should take advantage of it yes or yes. We have also verified that there are more than fifty metrics that can be used, which gives us an idea of the degree of sophistication that can be reached, far beyond playing with matches and bids, which is what the managers of 90% of Google Ads accounts are dedicated to.

Your Google Ads account has a lot of potential for improvement, and starting today, you can start improving it with automated rules.

Daniel Urrutia

Optimizing Google Ads with Automated Rules

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