A ruleset template is a collection of rules that you set up based on your advertising strategy. You describe a situation and what should happen when that situation occurs. Adyard checks this daily and automatically performs the action as soon as the situation is met.
This works for campaigns created via Adyard and for campaigns that you’ve manually built in Bol yourself. You’re not tied to the Adyard campaign structure.
Every rule works on the same principle.
IF — the situation that has to be true. THEN — the action that’s performed as soon as the situation is met.
You can combine multiple conditions within one rule and stack multiple rules within one template. Adyard checks this daily for every keyword, every campaign, every product, or every ad group the template is linked to.
Step 1: Basics You give the template a name and a description. Use a name that describes the logic.
Good: "Pause keywords above 30 clicks without conversion" Less good: "Rule 1"
Step 2: Minimum data days You set how many days of data need to be available at least before the rule is allowed to run. The default is 7 days. This prevents the template from intervening based on too little data. Set this to at least 7 days, preferably 14.
Step 3: The conditions You choose an entity, a fact, an operator, a value and a time window.
The entity determines at which level the condition is evaluated: keyword, campaign, ad group or product.
The fact is the metric you measure on. Depending on the chosen entity, these are the available options:
Entity
Available facts
Keyword | Clicks, spend, sales, ACOS, conversions, impressions, CTR, CPC, bid |
Campaign | Clicks, spend, sales, ACOS, conversions, impressions, CTR, daily budget |
Ad group | Clicks, spend, sales, ACOS, conversions, impressions, CTR |
Product | Clicks, spend, sales, ACOS, conversions, impressions, CTR, RPC |
The operator determines how the comparison works:
Operator
When
Greater than | The metric exceeds a threshold |
Less than | The metric falls below a threshold |
Equal to | Use this for zero situations, like 0 conversions |
Greater than or equal to | The metric has reached or exceeded the threshold |
Less than or equal to | The metric is at or below the threshold |
The value is the threshold you enter yourself. For ACOS a percentage, for spend an amount in euros, for clicks a number.
The time window determines over how many days the data is measured. Set this to what fits your category. With a lot of volume 7 days works. With less volume 14 or 30 days works more reliably.
Step 4: Combining conditions Via Add condition you add an extra condition to the same group. All conditions in a group have to be true at the same time to trigger the action. This works as AND.
Via Add IF group you add a second group. A second group works as OR: if group 1 is true or group 2 is true, the action is executed. This way you capture multiple separate situations together in one template.
Step 5: The action You choose what happens as soon as the condition is met. Via Add action you can link multiple actions to one rule.
Available actions:
Increase bid by a percentage
Decrease bid by a percentage
Set bid to a fixed value
Pause keyword
Activate keyword
Archive keyword
Pause campaign
Activate campaign
Pause ad group
Activate ad group
Send notification
Step 6: Link campaigns You select which campaigns the template will be linked to. You search by campaign name and select via the checkboxes. If you’ve linked multiple Bol accounts, you’ll also see the store per campaign. You can link one template to multiple campaigns at the same time.
Automatically pause bad keywords
IF keyword clicks greater than 30 (14 days) AND keyword conversions equal to 0 (14 days) THEN pause keyword
Give winning keywords more room
IF keyword conversions greater than 3 (14 days) AND keyword ACOS lower than 20% (14 days) THEN increase bid by 10%
Dial back bids with high ACOS
IF keyword ACOS greater than 35% (14 days) AND keyword clicks greater than 15 (14 days) THEN lower bid by 15%
Safety net for campaigns without results
IF campaign spend greater than €150 (7 days) AND campaign conversions equal to 0 (7 days) THEN pause campaign AND send notification
Flag products that drop off
IF product impressions lower than 50 (7 days) AND product spend greater than €0 (7 days) THEN send notification
Start with notifications Set up your first template so that it only sends a notification without any further action. That way you can see exactly when the condition is triggered before you link actions to it. This gives you confidence that the logic is correct.
Start conservatively Set a high click threshold and a broad time window. You can always tighten it up if the template works the way you like. A template that intervenes too quickly is harder to roll back than a cautious one you fine-tune later.
Test on one campaign First link a new template to a single campaign. After a week, check what happened and only then roll it out to more campaigns if the behavior makes sense.
