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How Can I Create Individual Rules and How Do They Work?

With individual rules, you control exactly how and when bid and keyword changes are made in your campaigns. Set specific conditions and decide which actions are triggered automatically.

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

With individual rules, you create your own if-then logics for every segment: you decide which data the rule applies to ("Apply to (Target)"), which conditions must be met, and which actions should be taken. This lets you control exactly if and when bids are changed or keywords/ASINs are added or set as negative. You can specifically choose profiles, marketplaces, and match types, so the automation fits your ad strategy perfectly.

Accessing the Function

In the Segment Management area, select your desired segment. On the right, click the menu (three dots). Here, you'll find the options New Individual Rule or New One Time Rule. If your segment is still empty, you can directly select New Individual Rule within the segment card. This opens the rule editor.

Step-by-Step Guide

Step 1: Create the Rule

Start in the segment menu by clicking New Individual Rule. Give your rule a name – this will appear in the segment overview later. Choose the marketplaces it should apply to; you can select more than one. Decide whether the rule should handle Bid Management (bid changes) or Keyword Management (keyword/ASIN actions). Each individual rule can only use one management type at a time. If you want both, you need to create two separate rules.

Step 2: Set the Conditions

Next, define what the rule refers to and how strict it should be. Choose between Match ALL (all conditions in the group must be met) or Match ANY (just one condition is enough). For each condition, set values such as metric, timeframe, and comparison, for example: “ACOS (%) over the last 14 days is greater than 10”.

For each condition, you choose among several fields:

  • Type: Decides if the rule applies to search terms, targets, or ad groups.
  • Field: Pick a metric like "ACOS (%)", "Clicks", "Impressions", "ROAS", "Total Spend", "Avg. CPC", or "Orders".
  • Time Period: Specify whether values from the last 7, 14, 30, or 90 days should be used.
  • Comparison: Set whether the value should be “greater”, “less”, “equal”, or “not equal” to a target value.
  • Field (Comparison Value): Either enter a fixed value or compare the metric to another statistic, including a set time period.

Some fields are limited to fixed values; required fields must always be filled in.

(Optional) Step 3: Define the Action

Now, set what should happen if all conditions are met (this step only appears if you selected Bid Management). Choose the desired action, such as Increase Bid by, Decrease Bid by, Set Bid to, or make specific changes to CPC. Provide the target value and unit (% or €).

If you chose Bid Management, you must make a selection here.

Step 4: Select Match Types

At the end of this step, select the desired Match Types at the bottom: options include Auto, Product, Category, Broad, Phrase, and Exact.

The rule applies only to the match types you select here. At least one must be active.

(Optional) Step 5: Configure Keyword Management

If you chose Keyword Management, you'll get to the keyword actions section. Edit the default settings or adjust them directly for this rule. For example, you decide which source (e.g., Auto) new keywords are moved from and which target (e.g., Broad, Phrase) they're moved to, as well as which match-type actions (Positive, Neg. Exact, Neg. Phrase, Neg. ASIN) should be triggered. Optionally, you can set a bid change for the added keywords.

You can always use the “Reset to default settings” button to reset your choices.

Step 6: Save & Finish

Complete the setup by clicking Save. After confirming, you'll find your rule in the segment overview. It's active right away.

Settings & Options

  • The global Keyword Management Settings are generally set based on your setup. You can customize these for each rule under Edit Default Settings. This controls how new keywords/ASINs are handled by default.

Limitations & Special Notes

  • You can create up to 100 individual rules per segment.
  • With the Essential Plan, the New Individual Rule or New One Time Rule options may be unavailable.
  • Each rule requires at least one management type (either bid or keyword management). Both types at once are not possible.
  • At least one Match Type must be selected.

Tips & Best Practices

  • Use Match ALL for more precise, restrictive rules, or Match ANY for broader coverage.
  • Via Marketplaces, you can activate rules for specific markets. It's possible to create rules for different marketplaces within the same segment.