How do PPC Rules work?
- Rules automatically change your keyword bids based on how the keyword is performing. A rule consists of a condition, a threshold, as well as an action.
- The condition is the "If-statement" of the rule. If the condition is true, the rule will trigger the action.
- The threshold specifies how long the rule should wait until it checks for the condition.
- The action tells the rule what should happen if the condition is met.
- Rules are grouped in rule-sets
- You can apply one rule-set to multiple ad groups. However, an ad group can only have one rule-set attached to it
When and how is a rule triggered?
- The rule will wait for the threshold to pass for each keyword (e.g. the number of clicks or days) until it checks the condition.
- The rule will check if a keyword has crossed the threshold once a day. If the threshold was crossed, but the condition is not yet met, the rule will continue to collect data each day (growing the threshold count) until the condition is met or until the keyword bid was changed by another rule.
- Once the threshold has been crossed and the condition is met, the rule will trigger the action.
What happens after a rule is triggered?
- If the rule triggers an action for a keyword, the threshold count will restart for the entire rule-set and wait for the condition to match again. I.e., if a keyword bid is changed, all rules attached to the keyword are going to reset their threshold count.
What time-frame does a rule look at?
- The threshold count for each keyword includes a 30-day history before the activation date of the rule. If the keyword bid was changed within Sellics during the last 30 days, the threshold count will start on the day of the last bid change.
- The time period that a rule will take into account is limited to a moving window of the last 90 days. For example, if you create a rule today, it already includes up to 30 day of history. If no action is triggered during the next 61 days, only the last 90 days of history will be included.
- There is a 3-day buffer for the rules to execute to account for sales attribution. For example, a customer could click on your ad today and buy the product only tomorrow. As this can change performance metrics change significantly, is why the rules will ignore all data from the past 3 days, for which all sales-related metrics usually change significantly.
What happens if the conditions of multiple rules are met for one keyword?
- If a keyword reaches the threshold of multiple rules, it will trigger each rule where the condition is true. This means there can be multiple actions per keyword on a given day.