I really do believe that people should embrace automation more and more. When used correctly, automation can work as your little sidekick helping you to fine tune your campaigns. In addition to your everyday management, you can use automated rules.
Let’s take a look at the 4 Google Ads automated rules available to advertisers that seem to take commonplace when using PPC. Remember though, that thresholds will be different in all accounts.
Increase CPC bids
Increasing CPC bids reviews all your enabled keywords and increases bids every time certain requirements are met. The aim of increasing CPC bids is to gain additional exposure for converting keywords that are under the cost per conversion goal.
Pause ineffective keywords
The whole point of this rule is to review and pause the non converting keywords. I would say typically, use a time frame of 60 days because this will give you ample time to determine if a keyword is performing or not.
Also, I think it’s important to consider assisted conversions due to the fact that with this rule you would be isolating keywords that are doing little to help those last click conversions, and then pausing them. A good thing to remember too is that if you know that certain keywords don’t really drive last click volume but play a crucial part in the top of the funnel, you should take that into consideration when pausing ineffective keywords.
Increase bids on low IS
By increasing bids on low IS, you can make sure you are showing at least half the time on top performing keywords. The 3 metrics it uses are conversions, search lost IS (rank) and cost per conversion and keep in mind that the numbers will always vary depending on the account and the account goals.
Receive emails for ineffective ads
With this rule, you get an email instead of making the changes. Good PPC practice is that you should always have at least 3 ads running in every ad group, but that’s not always the case unfortunately. But since Google will send you an email, you can review all ad groups and pause them accordingly.
These rules are a good start when dealing with the automated aspects of your account. Of course you can go more in depth with them as you please, just don’t forget that the whole point of automation is that it is there to help and not be replacement for an advertisers work and mind.
Explore to your heart’s content, just be careful that you aren’t using it in your own place!