Rule-based campaign automation

Rule-based automation lets you tell the tool what to do when something happens, and it carries out the action without you. A rule could say to pause a keyword that has spent a set amount with no sales, to lower bids on weekends or to email you when a budget is almost spent. Some products offer a rule builder, and others support scripts. Adalysis, Google Ads, Microsoft Advertising and Optmyzr are examples.

Many of the routine checks in paid search are repetitive, and a mistake can burn budget overnight. Rules watch the account at all hours and catch problems early. You need them when your account is large enough that daily checks are a burden, or when you manage ads for others. A simple account with a small, fixed budget can be handled by hand.

Rules do exactly what you tell them, which means a badly written one can pause good campaigns. Start with alerts, then move to automatic changes once you trust a rule.

• Can rules run on a schedule and on the conditions you care about, such as cost per sale?
• Can a rule only send an alert instead of making a change?
• Is there a log of every change a rule made, with an easy way to reverse it?
• Can you apply the same rule across several campaigns or accounts?