Rule Engine to Create Custom Optimizations - User Guide

What is the Rule Engine?

The Rule Engine from Optmyzr streamlines your custom PPC account management processes. To begin with, it supports changing bids and status at the keyword, product group and ad group level based on performance. You can review suggestions and apply them immediately (just like you would with one of our One-Click Optimizations™) or automate the process to run the recipes on a schedule.

Understanding how the Rule Engine is structured

The Rule Engine has three levels that help you organize, construct and apply rules:

  • Recipes - This is the highest level and each recipe can contain multiple rules. It is possible to run multiple rules in a sequence using a recipe. Each recipe is essentially a group of rules.
  • Rules - The next level is rules and each rule can contain multiple conditions and associated actions. All conditions in a rule need to be satisfied for the actions to be applied.
  • Conditions and Actions - This is the lowest level and the one at which things are configured. Each set of conditions can have one or more actions associated with it.

How to use the Rule Engine?

In the Rule Engine you can create a recipe. A recipe comprises of rules which perform certain actions based on certain conditions. These rules, conditions & actions are defined by you based on your need. You can also use instant recipes (pre-built sets of rules) to get started. For example, you can have a recipe that finds and optimizes expensive keywords. This can contain rules for keywords with zero conversions, as well as those for low conversions and high cost.

Instant Recipes

There are some instant recipes available in the account. These are pre-built recipes for performing specific actions. You can select any of these according to your requirement. Some examples of some instant recipes are - Find Expensive Keywords, Bid to Target CPA, Find Expensive Product Groups and more.

Custom recipes

You can create your own customised recipe as per your business needs. Each recipe can have multiple rules that are executed one after the other. 

Give the recipe a name. It is a good idea to use a name that enables you to identify what the recipe does.

Start creating rules inside the recipe. The first step is to choose the level at which the rule should run and analyze - Ad Group, Keyword, Product Group. This setting can not be changed after the rule is created.

After choosing the level, you can start defining the conditions for the rule.

Creating Conditions

This is the step in which you define the metrics that should be analyzed as part of the condition. At this level, you can create simple conditions that analyze one metric like find keywords that have Cost > 0. 

a. Select the metric that you want to use to evaluate performance

b. Specify the devices, date range and level the metric should be evaluated against. For example, if you want to only consider Avg. Position for desktops for last 14 days, specify it here. Also, it is possible to use account, campaign, ad group and keyword level performance data in the condition. 

c. Choose the value the metric should meet for the condition to be satisfied. The value can be entered as a constant number, a metric or an expression.

When using the constant number option for ROAS, the number is used as it is. For example, if you want to find keywords that have an ROAS of more than 100% then in the field you need to enter 100 in the field.

After entering the value for the metric, you'll be directed back to the rule page. Here you can create another condition or add the action that should be completed if the condition(s) are met.

Creating an Action

Creating the action to be taken involves multiple steps:

a. Select the action to be taken for the bid - increase bid, decrease bid, set bid or change the status of keywords.
You can also change the level at which the action is applied. By default, it will be set to what you selected when creating the rule. In the screenshot below, it is set to the keyword level because that is where we started.

b. You can change the bid based on a constant number, a percentage, a metric, or an expression.

c. The last setting is choosing a minimum and maximum bid. This ensures that even if the condition is met the system doesn't set the bid below or above a certain limit.

After creating the action, you'll be directed back to the rule page. Here you can:

a. View all the conditions that are part of the rule.

b. Hovering over the conditions will show you the option to edit, duplicate and delete the action

c. Since a recipe can consist of multiple rules, you can choose whether you would like to run the next rule in the recipe if there are suggestions after running the first rule.

d. Once you're done with this rule, click done to go to the recipe.


After clicking 'Done', you'll be taken back to the recipe page where you can view the different rules that are part of the recipe.

To see the bid suggestions that are generated based on the rules in the recipe, preview suggestions. The preview is based on real-time data from the AdWords account.

Preview Suggestions

The preview page shows the keywords/ad groups/ product groups that meet the criteria. It gives you the option to:

a. Select the campaigns for which you see suggestions. Only those campaigns will be listed for which there are suggestions based on the rules

b.If there are multiple rules that were processed, you can choose to preview suggestions for individual rules

c. After you've previewed the suggestions, you can instantly apply the new bid changes from Optmyzr using the 'Instant Apply' button. You can also download a CSV and if you're happy with the suggestions, automate* them to be applied on a schedule.

You can check some frequently asked questions here.

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