Don't Automate Something You Don't Do Yourself
I think this is one of the most important things about automated rules: if you haven't done it manually, don't automate it. If you haven't made any changes before letting the computer take over, the risk of error is very high.
It’s quite a pain to pause and enable campaigns after a holiday. Manually reviewing allows you to see if the rule has any warnings.
But it’s even more important for bid or budget adjustments. I recommend manually bidding at the cadence you plan to set a rule for at least a month before dominican republic phone number library you set the rule. This will allow you to test whether the changes you’re making are what you want and whether they’re having the desired effect. Maybe you started out thinking a 10% bid adjustment was a good idea, but over the course of a month it’s not having the effect you want, or it’s doing too much of a good thing. You might even find that some keywords need a 15% adjustment, while others need a 5% adjustment. Now you’ve found that you need two rules instead of one.
Without this early time to learn and manually adjust campaigns, you may be missing out on the opportunity to make your automated rules as efficient as they need to be.
Automated rules can be a great way to take some manual work off your plate, but they can’t and shouldn’t replace a human account reviewer. Review the rules you set up regularly. Are they working as they should? Do they have the effect you had in mind when you set them? Do things need to be adjusted?
Even if it's once a month or once a quarter, check your automated rules regularly to make sure you're doing the job you're supposed to.
Consider the Pros and Cons
The example I gave above was lowering bids on keywords if the CPA is too high. This is a negative thing to minimize in an account.