How To Configure Advertising Optimization Rules?
Advertising optimization rules allow you to automate how EVA adjusts campaign behavior based on performance conditions.
These rules enable the platform to automatically react to changes in campaign performance, inventory levels, or search term efficiency without requiring manual intervention.
Optimization rules are created using conditional logic that defines when a rule should trigger and what action should be taken.
Common actions include:
- Adjusting bids
- Pausing campaigns
- Enabling campaigns
- Excluding underperforming search terms
By configuring these rules, advertisers can ensure that campaigns continuously adapt to changing performance signals.
Step 1: Open the optimization settings
- Navigate to Advertising in the left navigation panel.
- Select Configurations.
- Locate the Optimizations section.
This section contains the rule configuration interface used to create automation rules.
Step 2: Create a new optimization rule
Click Create Optimization.
A configuration panel will appear where you can define the rule parameters.
When creating a rule, you will need to configure the following components:
- Optimization Name
- Action
- Ratio or adjustment value
- Conditions
- Execution timing
These elements define how the rule behaves when applied to campaigns.
Step 3: Define the action
The Action determines what the system should do when the rule conditions are met.
Common actions include:
- Daily bid optimizations (Increase or Decrease → Campaign / Ad group / Target or KW / Search term)
- Inventory guard (Pause advertising if the product is low on inventory or underperforming)
- Negate search term
The adjustment value (ratio) defines the magnitude of the change. For example, a rule might reduce bids by a defined percentage when performance falls below a target threshold.
Step 4: Add rule conditions
Conditions define when the rule should trigger.
To configure conditions:
- Select the metric or attribute you want to evaluate.
- Choose a comparison operator.
- Define the threshold value.
- Select the time range for evaluation.
For example:
- IF ACoS (last 30 days) is greater than a defined value
- THEN decrease bid
Multiple conditions can be added by selecting Add Condition.
When multiple conditions are defined, all conditions must be satisfied before the rule executes.
Step 5: Configure execution timing
Each rule includes a Wait for X days setting.
This parameter defines how long EVA should wait before applying the same rule again after it has already been executed.
The wait period prevents rules from triggering repeatedly within a short time frame, which could otherwise lead to unstable campaign behavior.
For example, after reducing a bid due to high ACoS, the system may wait several days before evaluating the same rule again.
Step 6: Save the optimization rule
After defining the rule parameters, click Save.
The rule will now appear in the list of active optimizations.
Once saved, EVA will automatically evaluate campaign performance against the defined conditions and apply the configured actions when necessary.