With this release, we have added two new actions for automation rules!
1. Adjust Bid by Target Metric action
Now rules can automatically adjust keyword CPT bids based on your target metric (CPI, CPA, ROAS, etc.)!
For example, you can set a rule to optimize keyword bids by Target Cost per Install, which means that keyword bids will be automatically adjusted helping you achieve your desired Cost per Install.
Or, as another example, you can select Cost Per Goal as a target metric — in this case, your CPT bids will be optimized based on the current and the target Cost per Goal.
What metrics can I choose to automatically adjust bids by?
You can choose one of the following metrics:
- Cost per Goal
- Cost per Conversion
- ROAS D1
- ROAS D3
- ROAS D7
- ROAS D14
- ROAS D30
CPA here is Cost per Acquisition (i.e. Cost per Download) which is different from the CPA Goal in Apple Search Ads. In ASA, CPA goal is set on the ad group level, while here we are considering CPA (Cost per Acquisition / Download) of a keyword.
What is Target Value?
This is the value that you would like to achieve for the target metric you selected in the first step. Keyword CPT bids will be adjusted based on the target value you specified.
Tip: To get the best results, set realistic target value, based on benchmarks and historical performance.
Why are Lower bid limit and Upper bid limit required fields?
Specifying Lower bid limit ensures that the keyword continues to get into the auction. Upper bid limit helps you make sure you will not overspend.
Should I add additional conditions to the rule?
For the best results, we recommend adding rule conditions to ensure the Adjust Keyword Bid by Target Metric is not applied to keywords that don't have enough historical data, irrelevant keywords or spend wasters.
Find more details and tips here.
How frequently the rule will run?
Just like with the regular rules, you can apply Adjust Bid by Target Metric action just once or set hourly, daily, weekly or monthly frequency.
What date range will it analyze before adjusting bids?
It depends on the lookback period for the rule you specify.
Can I perform this action for all the keywords?
Yes. However, we recommend you avoid applying this action to keywords that:
- Don’t have enough historical data
- Don’t perform well — especially when they are irrelevant or spend wasters.
In the latter case, we suggest you run rules with 'Pause keyword' or 'Pause keyword and add as negative' actions instead.
Important note! There are more points to keep in mind to get the best results from Adjust keyword bid action. You can find our recommendations and best practices here: Automation Rules: Adjust Bid by Target Metric Best Practices.
How are the bids calculated?
The CPT bid will be calculated by the formula following the metric you specify as your target. You can find the details here: Adjust Bid by Target Metric: How the Bids are Calculated?
2. Enable Keywords action
Enable keywords action helps to identify and enable keywords that were previously paused.
When can I use this action?
It is useful for cases when you pause underperforming words, however, later you notice that new events have arrived — and, actually, those keywords appear to be good converters with lower costs. It happens because some conversions tend to have a delayed effect. Now you can configure an automation rule to ensure that you are not losing any opportunities with keywords on pause.
How does it work?
You need to choose Rule Action: Enable keyword and set the Conditions which will be used to decide what keywords the action should apply to. It is important to set a sufficient Date Range to properly capture events that took more time to arrive.
Tip: To set a suitable Date Range, take a look at the user journey in your app and find out how much time usually passes between the click/tap and the conversion.
In addition to the new actions, we have also rolled out some minor improvements for automation rules.
1. Improved logic for Pause keywords and add to negative action
Previously, keywords were added to negatives in the original match type. If you enabled this action on Broad Match ad groups, bad-performing keywords were automatically added as broad negatives. This would block your ad from close variants of the keywords as well, which seems too restrictive.
Now, Add to negative action will automatically add keywords as exact match negatives, so that not to hurt your volume.
Also, we improved CSV reports for the rules like that. Before the release, if a keyword already existed as a negative keyword, the rule just paused it. Now, email notifications will include an error message for keywords like that, stating that a keyword already exists as a negative one.
2. Adding rule conditions is no longer required
It has become easier to use automation rules for bulk actions (the so-called one-time rules)!
Previously, when you wanted to pause or change bids for all keywords in an ad group/campaign/app, you could do it quickly using a one-off automation rule. But for the rule to be triggered, you had to enter 'fake' conditions like CPT Bid > 0.
The new improvement saves you a few clicks, as adding rule conditions is no longer required.