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Google AdWords Launches Automated Rules

Samantha Noble

by Samantha Noble on 21st February 2011

Google have recently announced the introduction of Automated Rules for AdWords advertisers in the UK.

The function was trialled back in December in the USA and following some good feedback and results, has been rolled out to all AdWords Accounts.

In a nutshell, the tools allows you to create rules that automate some of the optimisation within your campaigns to make life easier and the campaigns less time consuming to manage.

Some examples of Automated Rules that can be set up:

  • Pause keywords with ‘X’ Click through Rate (CTR)
  • Increase ad group bid price by ‘X’ when average position is worse than ‘X’
  • Increase keyword bids to first page Cost per Click (CPC)
  • Activate ad group on a certain date
  • Pause seasonal keywords¬† on a specified day

These are just some of the rules that are available, but pretty much anything that you would typically filter on, can be made into an automated rule.

You can schedule your rules to run once, daily, weekly or monthly at a certain time/day of the week.

To test the new tool, I setup an Automated Rule on a PPC campaign to increase the ad group bid price by 20% every time the ads were shown in a position worse than four. Over the past three days I have seen some very positive results and would recommend any AdWords user that continuously makes updates to a campaign to take a look.

Google AdWords have published a video explaining how the feature works and how to create a new automated rule.

It would be good to hear anyone else’s thoughts on the tool and whether or not you have seen positive or negative results as a consequence of using it. So if you’re trialled it and had a chance to analyse the impact, let us know how you’ve found it so far.

Samantha Noble

Samantha Noble

Samantha Noble is the Marketing Director at Koozai; having worked within the marketing industry for over nine years, Sam has a plethora of marketing knowledge. With a strong understanding of digital marketing techniques, Sam will be covering all aspects of search and the industry in general.

2 Comments

  • Mike Essex

    Mike 21st February 2011

    This could be the end for bid management software, as it seems to replicate a lot of the core functions of those tools. All within the AdWords interface too.

    Makes you wonder if there any external tools that haven’t now been implemented within the Adwords environment.

    Reply to this comment

  • Adam 22nd February 2011

    I agree Mike. I was in talks with one last week before they launched the rules and have decided that these should be enough for us to use at present without forking out another $4k-5K per month on bid management software.
    The only thing left is to get customised reporting launched so we can have our branding sent out on them.

    Reply to this comment

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