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How Can I Create Automations?

Automations help you efficiently manage recurring tasks in your campaigns. Set your key goals and settings – automation will handle the optimization for you.

Table of Contents

  1. Overview
  2. Accessing the Function
  3. Step-by-Step Guide
  4. Settings & Options
  5. Limitations & Special Notes
  6. Tips & Best Practices

Overview

Automations automatically adjust your bids and, if enabled, manage keywords and targeting for you. You choose both your optimization goal and the intensity of the automation. This saves you time and ensures your campaigns are consistently optimized.

Accessing the Function

You can access this feature in two ways: either by selecting New Automation directly from the menu of the relevant segment in Segment Management, or by clicking Create New Automation when a segment has no automation or individual rule yet.

Step-by-Step Guide

Step 1: Start the Automation

Open the menu of your desired segment and select New Automation. Alternatively, in the setup process, you'll find the Create Automation button. Clicking this opens the dialog to set up your new automation.

Step 2: General Settings

First, give your automation a Name. Then, use the Marketplaces field to select at least one marketplace where the automation should be applied.

You can now decide whether to enable Bid Management – this will automatically adjust your bids. The Keyword Management switch lets you control whether automation should also handle keyword management. If this switch is grayed out, you must first complete the keyword management settings by following the hint link Open Keyword Management Settings to the relevant section.

Step 3: Define the Goal Metric

Set your automation's target metric. In the dropdown, choose between ACOS (%), ROAS, or Total ACOS (%). In the input field, enter either a percentage or a number, depending on the metric.

  • ACOS (%): The target is your desired Advertising Cost of Sale in percent.
  • ROAS: Aim for a specific Return on Ad Spend – higher is more efficient.
  • Total ACOS (%): Refers to a combined value from both advertising and organic sales.

Please note, the input field will automatically display the correct suffix based on your chosen metric.

Step 4: Choose the Intensity

Decide how strong and responsive your automation will be. You can select Cautious (slow, low risk), Moderate (balanced, recommended), or Dynamic (fast, extensive changes). If unsure, start with Moderate and adjust later based on your experience.

(Optional) Step 5: Configure Keyword Management (if enabled)

If Keyword Management is enabled, in the next step you can define rules for positive and negative keyword actions. For example, you can choose which match types (Auto, Product, Category, Broad, Phrase, Exact) should have search terms and keywords moved to which match types, and specify actions such as Increase Bid By, Decrease Bid By, or Set Fixed Bid. Use units like percent or euro to control adjustment strength. If keyword management is not enabled, this step is skipped.

Step 6: Save and Finish

Finally, review all your entries. Save your automation with Save. After successful creation, you'll see the message “Automation was created successfully!”. Use Back to Overview to close the dialog and return to the segment view. The system will check for completeness, so automation can only be created if all required fields such as name, marketplace, and target metric have been set.

Settings & Options

  • You can always start a New Automation in the segment menu, update existing automations with Edit Automation, or adjust the sorting and priority of your segments.
  • You’ll find specific Keyword Management settings in the relevant menu. If you haven’t fully configured keyword management, it will remain disabled for the automation.

Limitations & Special Notes

  • Only one automation or individual rule can be created per segment.
  • Make sure to enter at least one marketplace, a non-empty name, and a valid goal metric.
  • Keyword Management can only be used once its settings are fully configured.

Tips & Best Practices

  • Start with the Moderate automation intensity, then adjust to your requirements later.
  • Use ACOS (%) as your initial goal metric. Switch to ROAS later if you mainly want to optimize for efficiency or revenue.
  • Give your automations meaningful names – for example, the goal and the relevant marketplace – so you can keep track in the segment overview.