That's why Bing Ads has introduced a feature called "Automated Rules", which allows you to set your own rules for your ads. In this chapter, you will learn advanced "automated rules" strategies that you can apply to automate the most complex tasks.
Pause keywords whose acquisition cost is below the target
One of the difficulties of online advertising campaigns is that budget projections can easily be blown away by undesirable performance. In other words, right after you have spent more than you had planned, you may have to make adjustments to avoid this.
This often happens with keywords that attract a certain kind of traffic, especially traffic consisting of expensive leads that do not contribute to your return on investment. Before it's too late, you can save a lot of money by simply using the "Pause Keywords" rule to set the bid threshold for these keywords. From the "Automation" menu in the "Campaigns" tab, go to "Create keyword rules" and click "pause keywords when".
The information you enter here needs to know how many keywords are used in a given period of time, but basically you can apply it as follows
1. Under "Apply to", select "All keywords in all campaigns".
2. Under "when", select "CPA" from the first view menu and "greater than" from the second menu. In the text field, enter the maximum amount that the keyword will spend in a given period of time. It is recommended that you set this amount to match the amount you have spent in the last 30 days.
3. Click "Add another" and select "conv." in the first menu and "greater than or equals" in the second menu. Then, in the text field, enter the ideal number of conversions per spend in relation to when to pause the keyword.
4. In the "Frequency" section, select "Daily" in the first menu, "12 times" in the second menu, and "Last 30 days" in the third menu.
5. give this rule a name, choose when you want to receive email alerts of the results, and click "Save".
Pause ad groups that are only spending and not converting
Another problem is that sometimes an ad can run out of budget without ever converting. It's wise to stop ad groups that don't convert before they become a disaster by pausing them once they reach the spending threshold.
To do this, select "Create ad group rules" from the "Automation" menu in the "Campaigns" tab, and then click "Pause ad groups.
1. Under "Apply to", select "All ad groups in all campaigns".
2. Under "when", select "spend" from the first view menu and "greater than" from the second menu. In the text field that follows, it is recommended to set the amount equal to the average maximum spend of the ad group that did not generate any conversions. This should be set based on your average daily performance.
3. Click "Add another" and select "conv." from the first menu and "equals" from the second menu. The number to enter in the text field is "0". This is so that the system will know that the ad group should be paused if no conversions occur after reaching the maximum spending amount you set.
4. For "How often?", select "Every day" in the first menu, "08" in the second menu, and "The day before" in the third menu.
5. Next, give this rule a name, select when you want to receive email alerts of the results, and click "Save".
Increase bids when cost per acquisition is below target and average keyword rank is low.
This is a little trick that, despite the technical-sounding title, is actually easier to do than you might think. The idea is to increase your clicks, impressions, and conversion rate while slightly increasing your CPA.
To try this, go to the "Automate" menu in the "Keywords" module of the "Campaigns" tab and click "Change current bid". 1.
1. Under "do this", select "increase current bids by" from the first menu that appears. 2. In the percentage field, we recommend that you enter 5% and only increase the increment if this strategy significantly increases your ROI. In all other cases, do not increase this percentage. Uncheck "Maximum Bid Amount". 2. 2.
2. In the "when" section, select "CPA" in the first display menu and "less than" in the second menu. The amount you enter in the text field will depend on how much you are spending on your CPA goal, so enter an ideal low amount here.
3. Click "Add another" and select "Conversions (conv.)" in the first menu and "greater than or equals" in the second menu. Enter "1" in the text field.
4. Click "add another" and select "Average Position (avg. pos.)" in the first menu and "greater than or equal" in the second menu. Type "3" in the text field.
5. Under "How often", select "weekly" in the first menu, "Monday" in the second menu, "12" in the third menu, and under "using data from", select "previous 7 days".
6. Give this rule a name, select when you want to receive email notification of the results, and click "Save".
Pause the promotional ad when it is finished.
This is a common mistake made by online marketers, both seasoned and new. They run an ad campaign to promote a promotion, and then forget to pause the ad when the promotion's end date comes, putting pressure on their budget and making the people who clicked on it sad. You can prevent this from happening by setting up automated rules.
1. In the "Campaigns" tab, select "Create Ad Rules" from the "Automation" menu, and then click "Pause Ads".
2. Leave "All ads in all campaigns" selected.
3. In "when", select "Ad Title" in the first view menu. in the second menu, select "contains". In the text field, you need to enter the keywords corresponding to the promotion you are running on such ad.
4. In the "Frequency" section, select "once" in the first display menu, enter the date when the promotion will end, and select "00" in the next display menu. Also, under "Data to use", select "Same day".
5. Give this rule a name, select when you want to receive email notification of the results, and click "Save".
Information on this site is in no way meant to replace the advice of a professional. Please ensure to fact check and acquire professional help regarding all information on this website.
