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Google Adwords Automated Rules – Say Goodbye to PPC Bid Management Tools

Mark Thompson April 18, 2011

Over the last few weeks, Google has rolled out a feature I have been waiting for FOREVER.  For anyone that manages PPC campaigns with Google Adwords, you know that its annoying if you are trying to manage a monthly budget for a client.  The reason being is that Adwords allows you to set a daily budget instead.  You are probably saying, well why don’t you just calculate the daily budget that will give you the monthly budget your client authorizes.

Here is why:

  • Just because you set a daily budget, doesn’t mean you will use that exact amount
  • You may also want to display more ads in a certain campaign that are performing better, which means you will use a larger budget

Besides the issue I just explained with managing monthly and not daily budgets, there were always a number of problems with setting up automated rules that would better maximize your campaigns.  A solution to this problem is to use a PPC Bid Management Tool.  However most of these tools are fairly expensive and usually take a percentage of your ad spend.

Now with the automated rules feature, I can set a rule that my ads will be paused once I reach the spend for that month.  Problem solved!

Automated Rules – In-Depth Look

Google has recently opened a new feature up to Adwords customers, that allows you to setup certain automated rules with your Adwords account.

These rules can be applied to a number of aspects within your account including,

  • Bidding
  • Budget
  • Status Updates
  • Campaign, Ad Groups, Keyword Triggers (based on certain metrics)

What This Means for Your PPC Campaigns

This means that you will have more control over your campaign and be able to further target it, like you have never before.  Here are a few examples that Google provides of possible ideas you can use to take advantage of this new feature.

  • Enable ads promoting a special offer late on a Sunday night when the offer goes live
  • Automatically raise your bid to the first page CPC for all keywords in a campaign that contain the word ‘sale’
  • Generate more traffic on your peak shopping days by automatically increasing your daily budget on Mondays and decreasing it on Wednesdays

Personally I am really excited about the new feature.  I just started playing around with it and have noticed that it opens your Adwords campaigns up to such a better level of targeting!

Would love to hear if anyone else has used the automated rules features and how they used it.

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6 comments
@m_thompson
@m_thompson

Good points. Bid management tools are still useful for aggregating both the Google and Yahoo/Bing platforms together, so that still is a benefit that I'm sure Google would never try to match. Definitely a good argument if you are using all search engines to advertise.

@jbaranggan
@jbaranggan

Great article here Mark. Google Adwords is getting there. But how about the others such as MSN/Search Alliance? Unless all of them does what Google just did, saying goodbye to automated bidding systems is still not complete. I'm not a fan of automated bidding systems, maybe because I'm just a freelance PPC campaign manager servicing small clients. I used to work for a big corporation though who had Omniture Search Center, so I had my share of using automated bidding systems. My recent post WordPress Plugins I Use in My Blog

David Rothwell
David Rothwell

Hi, I looked at Rules when they were first released and they were a bit too primitive, although I expected them to evolve further (as they have). Totally agree that other bid management tools are too expensive and too functional. You don't need them. Auto bidding is an option but I haven't found it works that well. This new bid management technique is *very* useful. It will replace what I do manually every week with AdWords Editor for management of weekly bid prices. However, the only weak area (since I am an Agency managing many accounts) is receiving an email notification targeted to just my email account, rather than all of them including the client's. Good post! My recent post AdWords Training for Local Corporates and Small Businesses- “How to Spend Less Than You Earn”

mccomf
mccomf

Google and Wordpress rule these days. My recent post Prosto – Business & Portfolio- CMS Premium WordPress Theme

TrafficColeman
TrafficColeman

PPC is still working today as it was back in the early 2000's..it great to see Google take more steps in improving the system.. "Black Seo Guy "Signing Off"

@m_thompson
@m_thompson

David, Nice comment. I agree that the Rules are still a little "clunky", but like any Google tool they put out, they usually do a great job of working out all of the bugs to improve it. So it will be exciting to see how they improve it based on user feedback. Thanks for the comment David.

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