Advanced Automated Rules Strategies for Digital Marketing

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Making things easier and more efficient has been a number one priority ever since we started working things out as an intelligent species, and nothing is more satisfying than making productivity and money making related activities easier and more effici

That is why Bing Ads introduces you to “automated rules,” a feature that allows you to schedule and automate your top campaign management operations. In this chapter, you’ll learn some advanced “automated rules” strategies that you can apply to let the most complex of tasks run on autopilot!

Pause keywords that are Performing Outside of your Cost-Per-Acquisition Goal

One of the things you’ll learn about online ad campaigns the hard way is that your budget forecasts can be easily blown right out of the water by unwanted performance. In other words, you’ll learn that sometimes you have to make adjustments to avoid spending more than you were planning right after you spent more than you planned.

This will happen a lot with keywords attracting certain types of traffic, especially traffic consisting of expensive leads that are not helping you with your return on investment. You can save a lot of money by simply setting a bid threshold for these keywords before it’s too late by using the “pause keywords when” rule. Hit the “automate” menu in the “campaigns” tab, go to “create rule for keywords” and click on “pause keywords when”.

Now, the information that you enter in here will require you to know how much your keywords are spending in a determined period of time, but the basics can be applied like this:

  • In “apply to” select “all keywords in all campaigns”
  • In “when” select “CPA” from the first display menu and “greater than” from the second menu. In the text field, you’ll have to enter the maximum amount that you want your keywords to be spending during a certain period of time. We recommend you do the numbers and set this amount according to how much you have been spending during the previous 30 days.
  • Click on “add another”, select “conv.” on the first menu, and “greater than or equals” on the second menu. In the text field, you should then enter the ideal number of conversions per spend in relation to when to pause your keywords.
  • In “how often” select “daily” in the first menu, “12” in the second menu and “previous 30 days” in the third menu.
  • Now, give a name to this rule, select when to receive results alerts in your email and then click “save”.

Pause Ad Groups that are only Spending and not Converting

Another problem that you’ll encounter is that sometimes your ads will eat up your budget without a single conversion, which will greatly hurt your ad campaigns and your overall marketing efforts in the long run. It would be wise to just stop your non-converting ad groups before disaster strikes by pausing them when they reach a spending threshold.

To do this, go to the “automate” menu in the “campaigns” tab, then to the “create rule for ad groups” and click on “pause ad groups when”.

  • In “apply to” select “all ad groups in all campaigns”
  • In “when” select “spend” from the first display menu and “greater than” from the second menu. In the text field that follows, we recommend you set an amount that corresponds to an average maximum amount spent by your ad groups after which no conversions have occurred. This should be based on average daily performance.
  • Click on “add another”, select “conv.” from the first menu and “equals” on the second menu. The number to enter in the text field is “0,” because you need the system to recognize that ad groups should pause when no conversions are made after reaching the max spend that you have set.
  • In “how often” select “daily” in the first menu, “08” in the second menu and “previous day” in the third menu.
  • Now, give a name to this rule, select when to receive results alerts in your email and then click “save”.

Increase Bids when Cost-Per-Acquisition is below your goal and the average position of your keywords is low

This is a nice little trick that, besides its technical sounding title, is actually easier to pull off than it might sound. The idea behind this is to increase clicks, impressions and conversion rates while marginally increasing CPA in your favor.

To try this for yourself, go to the “automate” menu on the “keywords” module of the “campaigns” tab and then click on “change current bids when”:

  • In “do this” select “increase current bids by” from the first display menu. In the percentage field, we recommend you enter 5% and only increase increments if this strategy results in an amazing ROI for you. Otherwise, don’t increase this percentage. Uncheck the “maximum bid” option.
  • In “when”, select “CPA” on the first display menu and “less than” on the second menu. The amount that you’ll enter in the text field will depend on how much are you spending on your CPA goals, so enter an ideally low amount here
  • Click on “add another” and select “conversions (conv.)” on the first menu and “greater than or equals” on the second. Enter “1” in the text field.
  • Click on “add another” and select “Average Position (avg. pos.)” on the first menu and “greater than or equals” on the second. Enter “3” in the text field.
  • In “how often,” select “weekly” on the first menu, “Monday” on the second menu and “12” on the third menu, and select “previous 7 days” on the “using data from” menu.
  • Now give a name to this rule, select when to receive results alerts in your email and then click “save”.

Pause Promotional Ads when such promotions end

This is a pretty common mistake among online marketers, both seasoned and newcomers alike. They run an ad campaign to advertise a promotion and then forget to stop it once the promotion’s end date arrives, which hurts their budget and saddens people that click through. You can set an automated rule to remedy this from happening to you!

  • Start by going to the “automate” menu in the “campaigns” tab, then to “create rule for ads” and click on “pause ads when”.
  • Leave “all ads in all campaigns” selected.
  • In “when,” select “ad title” on the first display menu. In the second menu, you’ll select “contains”. In the text field, you have to enter the keywords corresponding to the promotion that you are running on such ads.
  • In “how often,” select “once” from the first display menu, then enter the date on which your promotion ends, and select “00” from the display menu that follows. Select “same day” on the “using data from” menu.
  • Give a name to this rule, select when to receive results alerts in your email and then click “save”.

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