Tuesday, December 07, 2010
Do you stay awake at night wondering where your bids are? Do you plan your vacations around fluctuations in click volume? Have you taken AdWords for Mobile as your +1 to a family wedding?
Managing an AdWords account to its full potential takes time - time that you could spend managing other important parts of your business. That’s why we’ve developed automated rules, a new feature available to US advertisers that lets you get the benefit of 24-hour account management while leaving you free to focus on other important things.
With automated rules, you’re able to create rules to automate bid, budget, and status changes on a specific part of your account (selected keywords, ad groups, campaigns, and ads) that are triggered at a particular time. For example, automated rules could be created to perform the following tasks:
- Enable ads promoting a special offer late on a Sunday night when the offer goes live
- Automatically raise your bid to the first page CPC for all keywords in a campaign that contain the word ‘sale’
- Generate more traffic on your peak shopping days by automatically increasing your daily budget on Mondays and decreasing it on Wednesdays
Let’s walk through an example of creating a rule within a campaign to increase keyword bids for all keywords with a position worse than 4 so far today. First, we’ll navigate to the Keyword tab of the campaign, click the ‘Automate’ dropdown, and choose “Change Max. CPC bids when...”
In the window that appears, we’ll create our rule to raise bids for all but deleted keywords in the campaign by 10%. We’ll set specific parameters to make sure the rule is only applied when certain criteria are met. In this case, we’ll add a requirement that the average position must be worse than 4 so far today for any bid changes to be made.
Then, we’ll specify that the rule should be performed every day at 12pm using data from the same day. We’ll name our rule and choose to keep track of changes by receiving an email each time the rule runs.
As an important last step, we’ll click ‘Preview results,’ to see a list of changes that would be made if the rule were to run at that moment. When we’re satisfied that everything is in order, we’ll click ‘Save.’
To manage the rules you’ve created and keep track of changes automatically made to the account each day, visit the ‘Control panel and library’ section of your account and click ‘Rules.’
Automated rules will be gradually launched to US advertisers over the coming weeks. If you regularly perform manual tasks in your account, we encourage you to give automated rules a try. Once you’ve done so, we’d love to hear your feedback for how we can make automated rules even better. So let us know how it goes!
For more information on AdWords automated rules, visit Google Ad Innovations.