While every client should have customized bid rules specific to their campaign goals, there are 3 bid rules I like to use cross every account, no matter what the goals
1. Maintenance Alert #1 – Quality Score Rule
I love using a rule that looks something like:
We all know quality score is important and am sure that we all optimize our campaigns always keeping in the back of our minds a higher QS is ideal. However, when you are in the day to day management of campaigns, the actual quality score can go overlooked.
This rule allows me to proactively keep a tab on my low quality score keywords so I can hone in on working on improving those versus weeding through the account to determine where to spend time. Bonus tip is that this is a template rule in Acquisio!
2. Maintenance Alert #2 – Click Threshold Rule
For this rule I keep it simple:
3. Performance Alert #1 – More Conversion Rule
This is another one of my favorite rules, and is one of my ‘performance alert’ rules:
I am a big fan of this rule as it’s often easy to get caught up and focus on keywords you need to improve and keywords that are wasting ad spend, but what about the diamond in the rough keywords? You need to be just as proactive with these keywords. If a keyword is in lower positions and under my CPA goal, I absolutely want to try to get even more volume and conversions out of it!
In summary, you should always think about how bid alerts can not only help with ‘bid management’ but also general maintenance of your accounts. Use the rules to proactively weed out inefficient keywords that you can either decide to focus attention on if there is hope for improving them, or get rid of them altogether!