This section is a playbook on how to use these new metrics effectively. The new metrics are in beta stage and are continuously worked upon to improve the computations and the scope with newer experiments and real-world usage from different customers.
Rule-based Automations
As account managers, customer success teams can now use the new incrementality metrics to write optimization rules for bids and budgets. The following rules should be set up to:
Improve iRoAS by reducing bids on low incremental generic keywords
Objective - Improve ROAS (this can be anything - its utility to help users group and locate related strategies quickly)
Scope - All active keywords
Condition - Incrementality band ‘contains’ LOW and keyword type = generic
Action - Bid decrease by x% (could be anywhere from 10%-40% with a suitable floor value) using data since last bid change, pause taking actions until clicks >= 20
Increase incremental sales by increasing bids on high incremental generic keywords
Objective - Improve ROAS
Scope - All active keywords
Condition - Incrementality band ‘contains’ HIGH, keyword type = generic and RoAS >= y (where y is average account/brand level generic RoAS - you can quickly get this from campaigns->keywords section by looking at the last 30 days data for generic keywords)
Action - Bid increase by x% (x could be 5%-10%, with a suitable ceiling - here we would want to increase bids slowly) using data since last bid change, pause taking actions until clicks >= 20
Improve iRoAS by reducing bids on low incremental branded keywords - Rules should be set up to increase iRoAS by reducing bids on low incremental
Objective - Improve ROAS (this can be anything - its utility to help users group and locate related strategies quickly)
Scope - All active keywords
Condition - Incrementality band 'contains’ LOW and keyword type = branded
Action - Bid decrease by x% (could be anywhere from 10%-40% with a suitable floor value) using data since last bid change, pause taking actions until clicks >= 20
Increase incremental sales by increasing bids on high incremental branded keywords
Objective - Improve ROAS
Scope - All active keywords
Condition - Incrementality band ‘contains’ HIGH, keyword type = branded and RoAS >= y (where y is avg account/brand level generic RoAS - you can quickly get this from campaigns->keywords section by looking at last 30 days data for generic keywords)
Action - Bid increase by x% (x could be 5%-10%, with a suitable ceiling - here we would want to increase bids slowly) using data since last bid change, pause taking actions until clicks >= 20
Was this article helpful?
That’s Great!
Thank you for your feedback
Sorry! We couldn't be helpful
Thank you for your feedback
Feedback sent
We appreciate your effort and will try to fix the article