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. It supports changing bids and status at the keyword, product group and ad group level based on performance. You can also apply labels to keywords and ad groups that meet a certain criteria. The suggestions can be reviewed and applied immediately (just like you would with one of our One-Click Optimizations™) or the process can be automated by running 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. Each recipe can contain multiple rules, and it is possible to run multiple rules in a sequence using a recipe. Each recipe is essentially a group of rules.

  • Rules - This mid-level contains the rules. 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 where the configurations are set. 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, which comprises a set of rules that’ll perform certain actions based on designated conditions. These rules, conditions, and actions are defined by you and are based on your own needs. 

You can use our instant recipes (pre-built sets of rules) to get started (1) or add your own recipe (2). When adding your own recipe, you’ll have the option to create it for the account where you are working on, or create a global recipe, which will make it available across all your accounts. 

You can also copy the settings for a recipe from another account. 

Instant Recipes

There are some pre-built recipes available for performing specific actions within your account. These are called Instant Recipes, and you can select any of these according to your requirements. Some examples of instant recipes are: Find Expensive Keywords, Bid to Target CPA, Find Expensive Product Groups, and more. These are like templates that can be used as tit is.

Custom Recipes

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

The first step is to choose which level the rule should run on and what it should analyze: Ad Group, Keyword or Product Group. Please note that this setting cannot be changed after the rule is created.

The first part of the setting is to give the recipe a name. It is a good idea to use a name that enables you to identify what the recipe does. Here you can also define any filters that the recipe should abide by, add custom variables, and add a spreadsheet URL. The settings are optional.

Recipe Filters

This setting enables you to run the recipe on keywords and ad groups that have a specific label. AdWords doesn't let you label product groups so this filter won't work if the recipe is being run on product groups.

Custom Variables 

These are variables that you may want to use across the recipe. The advantage is that you can change the value at one place and don't have to do it across the recipe. For example, if you're optimizing expensive keywords you can define a custom variable - expensiveness factor. You can assign a value of 2 to this variable and then use it to find keywords that have a cost/conversion twice the average. After a month, if you would like to find keywords that cost 1.5 times the average, you can just change the value for this variable to 1.5. It will automatically update everywhere it is being used in the recipe. Custom variables are recipe specific.


The spreadsheet setting is an advanced feature that lets you use external data when building rules. Using this feature you can combine data from AdWords with external data like profit margins, life time customer value etc. and use change bids based on that. Important: There are some columns that are mandatory to include in the spreadsheet. These columns depend on the level at which the rule is running (details below). These columns help the system associate data from the spreadsheet to the right ad groups, keywords and product groups in AdWords.

Ad Group - AdGroupId or AdGroupName, Campaign Name

Keywords - Id (keyword id), AdGroupName, Campaign Name

Product Groups - Id (product group id), AdGroupName, Campaign Name

After you've established these settings, you can begin defining the conditions for the rule.

Creating Conditions

In this step, you’ll define the metrics to 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 greater than X and zero conversions. Or, you can create complex rules that use formulas on the right hand side. For example, find all keywords that have a cost/conversion that is twice that of the campaign average.

  1. Select the metric you want to use to evaluate performance.
  2. Specify the devices, date range, and level where the metric should be evaluated. For example, if you want to consider only the Avg. Position for desktops for last 14 days, specify it here.  It is also possible to use account, campaign, ad group and keyword level performance data in the condition. 
  3. 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 (formula).

When using the constant number option for ROAS, the number is used in the same format, but without the percentage icon. For example, if you want to find keywords that have a 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

There are multiple actions that can be performed:

  • Increase Bid
  • Decrease Bid
  • Set Bid
  • Status 
  • Apply Label
  • Remove Label
  1. Select the action to be taken for the bid: increase bid, decrease bid, set bid, change the status of keywords, apply label, or remove label. You can also change the level where the action is applied. By default, it will be set to the level you selected when you started creating the rule. In the screenshot below, it is set to the keyword level because that is where we started.
  2. Define the type of value to be used in bid changes. This can be a constant number, a percentage, a metric, or an expression.
  3. Choose a minimum and maximum bid. This ensures that even if the condition is met, the system won’t set the bid below or above a designated limit.

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

  • View all the conditions that are part of the rule.
  • Edit the conditions, duplicate or delete the actions.
  • Add any extra actions to be taken if the conditions are met.

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


On the recipe page, you can view the different rules that are part of the recipe.

Preview Suggestions

To see the suggestions that are generated based on the rules in the recipe, you can click on Preview Suggestions. This preview is based on real-time data from your AdWords account and shows you the keywords/ad groups/product groups that meet the criteria and the actions that will be applied.

It gives you the option to:

  1. Select the campaigns to be considered for the suggestions. Only the campaigns with suggestions based on the rules will be listed.
  2. Preview suggestions for individual rules, if multiple rules were processed.
  3. Preview and 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.
  4. Customize the suggestions using filters.


Favorite and Global Recipes

Starring a recipe makes it a Favorite for that account and allows you to access it directly from the Optimizations drop down. You don't need to go to the Rule Engine page to run it any more. It is a good idea to star/favorite frequently used recipes.

Global Recipes allow you to access the same recipe across all your accounts and you don’t have to replicate it manually in each one. It is like building your own custom optimization and for ease of use, it can be accessed directly from Optimizations -> Rule Engine. Global recipes can also be included in Custom Workouts. Some examples for global recipes are optimizations to find expensive keywords, pausing low Quality Score keywords etc.

It is possible to convert an existing recipe to a global recipe or create one from scratch. 

You can check some frequently asked questions here.

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