Bing Ads automated rules save you time and effort by allowing you to make campaign changes based on selected criteria. With automated rules, you can to set up recurring rules for optimization in campaigns, ad groups, ads, and keywords.
By the end of this article, you will not only understand how Bing Ads automated rules work, but how to:
Most common bidding, budgeting and campaign planning tasks that advertisers big and small perform align well with Bing Ads’ Automated rules. The ability to schedule keyword bid adjustments and campaign operations on daily, weekly, and monthly basis can amount to invaluable time savings and efficiency gains.
Imagine you were running a campaign which has a strict budget that fluctuates month to month. Chances are you don’t want to be staring at your watch at 11:58 PM waiting to change budgets at the end of every month. Automated rules provide a perfect opportunity to launch a campaign when you’re on vacation and unplugged. You can automatically increase your ad group and keyword bids during holiday rushes, and receive emails when rules run and make changes at your convenience.
Although your campaign will always require some monitoring, there are many tasks you can automate. Here are a few examples of how advertisers are using Bing Ads automated rules to help them manage their campaigns.
Read more about Ways to use automated rules and how to create them.
From the Campaigns, Ad Groups, Ads or Keywords tabs, click Automate to see all the rules you can set. Choose what you want to have happen, and when you want it to happen. click Save.
Let’s say you want to display ads for a limited-time-only sale on New Year’s Day. You want to do this without working at your desk at midnight. Before creating the rules, you need to create your special-event campaign, complete with keywords and ads. Set that campaign to Paused. Once you've got your campaign ready, create the first rule to start the campaign and the second rule to pause it again at the end of the day:
Click Campaigns at the top of the page, then click the Campaigns tab. Click Automate and select Enable campaign when. Then set the following:
Apply to: Selected campaigns
Do this: Enable campaign
How often: Once, January 1, 12 AM
You can also create a second rule to stop the campaign at the end of the day. Click Campaigns at the top of the page, then click the Campaigns tab. Click Automate and select Pause campaigns when. Then set the following:
Apply to: Selected campaigns
Do this: Pause campaign
How often: Once, January 2, 12 AM
Learn more and watch our video on how to Automate your Bing Ads campaigns.
You can also set an automated rule to notify you by email -- but not to make any changes -- when certain criteria are met. From the Campaigns, Ad Groups, Ads, or Keywords tab, click Automate, then click Notify me when. Create a rule as outlined above. Click Save.
When the criteria are met, you will receive a notification email*. You can edit, pause, or delete this rule the same as any other rule.
*These emails will only be sent to the author of the rule. If more than one person with access to the same campaign wishes to receive the same notification, each person will need to create his/her own rule.
Use maximum and minimum CPC limits
When creating automated rules, ensure that you have a good idea of what changes will be made to your selected keywords, campaigns or ad groups. Imagine you had an automated rule which increased bids on keywords with a click-through rate higher than 2.5%. Every time a keyword’s bid is increased, the keyword will have a higher likelihood of appearing higher on the Bing Ads search results page, which in turn could also increase your click-through rates, causing an endless spiral which could possibly have a negative impact on your campaigns’ performance.
Unless you’re monitoring your Bing Ads automated rules regularly and are confident in the criteria you’ve set, be sure to set minimum and maximum CPC thresholds to help manage costs and avoid unexpected increases to ad spend.
Imagine you had two automated rules, one which decreases keyword bids by 5% if your click-through rate is less than 2.5%, and another which increases your keyword bid if your cost per conversion is less than $10. Now imagine that one of your keywords has a click-through rate of 2.4% and a cost per conversion of $4. This would match both rules, and both sets of changes would be made, which might not be a desired action in this case.
When using Bing Ads automated rules, you want to ensure that you’re gathering enough information before making decisions that impact performance. If five people walked into your store on Saturday and bought a table and chair set, would you close your housewares business, or stop selling couches and loveseats? Probably not, and the same applies here. Make sure the rules you are creating provide you with enough information to make an informed decision. Use daily data for daily rules, weekly data for weekly rules, and monthly data for monthly rules.
Businesses with multiple products and services should evaluate the application of automated rules based on the performance of each product or service within their Bing Ads account. Rather than applying one automated rule to your entire account, try applying similar rules with different criteria to subsets of your account instead. This way you are customizing rules to different subsets to optimize the performance of each.
Automated rule previews provide a way for you to evaluate the impact of your automated rules before applying these changes to your Bing Ads account. This can help you determine whether the criteria in your automated rule is capturing the right keywords, and whether the rules you create will have the desired impact.
Note: The Automated Rules feature is available in all Bing Ads markets.
Combining automated rules with the Opportunities tab, Save this set of columns option can help you optimize your campaigns in less time. The updated Simple View in the Opportunities tab is designed to allow you to quickly review impacts and apply new opportunities.
The new Save this set of columns option lets you save your favorite views in the Campaign grids. Now you can move between the views you want with minimal effort.
Bing Ads automated rules work by offering advertisers the opportunity to maximize their efficiency by using specific criteria to make changes to their Bing Ads account. These changes can be in a wide variety of ways, but should be used carefully.
When creating automated rules, it’s important to remember:
Thanks for reading this training on automated rules. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.
Please note all features in this training may not be available in your market.