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Here are automated rules (scripts) that we recommend to use for product campaigns by BlueWinston. These scripts can by used when you measure conversions and total transaction values in AdWords from connected Google Analytics account.  You can add these scripts here: Automate > Manage rules. Usually there are all BlueWinston campaigns with prefix BW. If your BlueWinston campaigns have any other prefix, use it instead of BW.

1. Choose Keywords > Automate > Create rule for keywords > Change maxCPC bids when

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2. Choose filters and conditions for automatic rule

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For BlueWinston DSA campaigns choose AdGroups and Campaign name contains: BW (DSA)

We recommend to use these automated rules (scripts)

First group of scripts are for increasing bids for keywords:

1. Increase KWs maxCPC by +30% (higher ROAS)
– filter “Campaign name contains “BW”
– filter “Conversions more than 0”
– filter “maxCPC more than 0.01€”  //it is the same value for any other currency
– filter “Average position is worse than 1”
– filter “All Conv. Value / Cost is more than 5” – see note below this rule
=> DAILY using data from previous day

For DSA campaigns use this automatic rule:

1. DSA – Increase AdGroups maxCPC by +30% (higher ROAS)
– filter “Campaign name contains “BW (DSA)”
– filter “Conversions more than 0”
– filter “maxCPC more than 0.01€”
– filter “Average position is worse than 1”
– filter “All Conv. Value / Cost is more than 5” – see note below this rule
=> DAILY using data from previous day

This automatic rule increase maxCPC for keywords (AdGroups in DSA) that have higher ROAS. Metric ROAS is All conversion value / cost. If you have margin (maxCPA) 20%, your ROAS is 100/20 = 5, so you can see that ROAS value depends on your maxCPA. Keywords above this value are your best performing keywords. If you have maxCPA 10%, your ROAS is 10, for maxCPA 8% it is 12.5 etc.

For all keywords with status Below first page bid you can use these 2 automatic rules:

2. Increase KWs maxCPC by +10% (Impresssions > 0, below first page)
– filter “Campaign name contains “BW”
– filter “maxCPC more than 0.01€”
– filter “Status is below first page”
– filter “Conversions less than 0.01”
– filter “Clicks less/equal 4”
– filter “Impressions more/equal 1”
– filter “Average position worse than 1”
=> weekly using data from last 90 days

3. Increase KWs maxCPC by +5% (Impressions = 0, below first page)
– filter “Campaign name contains “BW”
– filter “maxCPC more than 0.01€”
– filter “Status is below first page”
– filter “Conversions less than 0.01”
– filter “Impressions equal 0″
=> DAILY using data from last 90 days

If any of your keywords have status Below first page bid, usually they are not shown on Google first page results. It is very important to slightly increase bids to achieve first page.

You can automatically increase bids for best quality score keywords by this script:

4. Increase KWs maxCPC by +10% (Quality Score 7-10/10)
– filter “Campaign name contains “BW”
– filter “maxCPC more than 0.01€”
– filter “Average position is worse than 1″
– filter “Status is Eligible”                   //only Eligible, do not choose Eligible:Limited or others
– filter “Conversions less than 0.01”
– filter “CTR is less than 5”
– filter “Quality Score is more/equal 7″
=> weekly using data from last 7 days

Quality score is evaluation from AdWords. The value consists of ad quality, keyword and landing page. Best keywords have quality score above 7.

5. Increase Campaign’s budget by +10% (Limited Status) max budget 100€  //set up your max budget in your currency
– filter “Campaign name contains “BW”
– filter “Status matches any Limited by budget / Bid strategy limited”
=> weekly using data from last 7 days

With this script you can automatically increase budget by +10% when your campaigns are limited by budget or have status Bid strategy limited (DSA campaigns).

 

Also decreasing bids is very important. Here are most common cases when to decrease bids.

6. Decrease KWs maxCPC by -100% (low Quality Score 0-4/10)
– filter “Campaign name contains “BW”
– filter “maxCPC more than 0.01€”
– filter “Conversions less than 0.01”
– filter “CTR is less than 3”
– filter “Clicks more/equal than 5”
– filter “Quality Score is less / equal than 4
=> DAILY using data from last 90 days

This script is applicable only to product campaigns with keywords, not for DSA campaigns. Only keywords have Quality score, not AdGroups.


7. Decrease
KWs maxCPC by -100% (low CTR)
– filter “Campaign name contains “BW”
– filter “Clicks more than 7”
– filter “Conversions less than 0.01″
– filter “maxCPC more than 0.01€”
– filter “Average position is better than 3”
– filter “CTR is less than 2”
– filter “Status is eligible”
=> DAILY using data from last 90 days

This rule is modificated for DSA campaigns:

7. DSA – Decrease AdGroups maxCPC by -100% (low CTR)
– filter “Campaign name contains “BW (DSA)”
– filter “Clicks more than 7”
– filter “Conversions less than 0.01”
– filter “ default maxCPC more than 0.01€”
– filter “Average position is better than 3”
– filter “CTR is less than 2”
– filter “Status is eligible”      //only Eligible, no other status
=> DAILY using data from last 90 days

This script is applicable for all BlueWinston campaigns (except DSA, due to no keywords):

8. Decrease KWs maxCPC by -100% (High Bounce Rate)
– filter “Campaign name contains “BW”
– filter “Clicks more than 7”
– filter “Conversions less than 0.01”
– filter “maxCPC more than 0.01€”
– filter “BounceRate is more than 89″
=> DAILY using data from last 90 days

Here are scripts for decreasing bids when keywords have too short session duration:

9. Decrease KWs maxCPC by -100% (Short Session Duration)
– filter “Campaign name contains “BW”
– filter “Clicks more than 8”
– filter “Conversions less than 0.01”
– filter “maxCPC more than 0.01€”
– filter “Analytics Average session duration less than 30 seconds”
=> DAILY using data from last 90 days

For DSA campaigns use the same script with little changes:

9. DSA – Decrease AdGroups maxCPC by -100% (Short Session Duration)
– filter “Campaign name contains “BW (DSA)”
– filter “Clicks more than 10”
– filter “Conversions less than 0.01”
– filter “maxCPC more than 0.01€”
– filter “Analytics Average session duration less than 30 seconds”
=> DAILY using data from last 90 days

If there are keywords with too many clicks, it is also a reason to decrease their bid:

10. Decrease KWs maxCPC by -100% (too many clicks)
– filter “Campaign name contains “BW”
– filter “Clicks more than 15”
– filter “Conversions less than 0.01”
– filter “maxCPC more than 0.01€”
=> DAILY using data from last 90 days

For BlueWinston DSA campaigns use this:

10. DSA – Decrease AdGroups maxCPC by -100% (too many clicks)
– filter “Campaign name contains “BW (DSA)”
– filter “Clicks more than 15”
– filter “Conversions less than 0.01”
– filter “ default maxCPC more than 0.01€”
=> DAILY using data from last 90 days

For some keywords there can be low ROAS. To decrease bid use this script:

11. Decrease KWs maxCPC by -20% (low ROAS)
– filter “Campaign name contains “BW”
– filter “Conversions more than 0”
– filter “maxCPC more than 0.01€”
– filter “All Conv. Value / Cost 7”   //use value 7 if your maxCPA is 14%. For maxCPA 20% use value 5 etc.
=> weekly using data from last 7 days

There is also variant for DSA campaigns:

11. DSA – Decrease AdGroups maxCPC by -20% (low ROAS)
– filter “Campaign name contains “BW (DSA)”
– filter “Conversions more than 0”
– filter “maxCPC more than 0.01€”
– filter “All Conv. Value / Cost 7”   //use value 7 if your maxCPA is 14%. For maxCPA 20% use value 5.
=> weekly using data from last 7 days

Finally, the last automatic rule we recommend to use only for BlueWinston DSA campaigns:

12. DSA – Increase AdGroups maxCPC by +20% (low impression share) – maxCPC 2.00€
– filter “Campaign name contains: BW (DSA)”
– filter “maxCPC more than 0.01€”
– filter “Average position is worse than 3”
– filter “Search Impr. Share less than 70%”
– filter “Status is not Below first page”    //use only status Eligible
– filter “Conversions less than 0.01”
– filter “Clicks less 14”
=> weekly using data from last 7 days

These 17 automated rules (scripts) we recommend to use for all types of BlueWinston product campaigns. You can add them to AdWords account by yourself or ask us to add them.