Optimization Rule Structure (IF → THEN Logic)

Optimization rules in EVA follow a conditional automation structure based on IF → THEN logic.

This structure allows the platform to automatically perform specific actions when predefined conditions are met. Instead of manually monitoring campaign performance, advertisers can define rules that instruct EVA how to respond to performance signals.

Each optimization rule contains two main components:

IF — the condition that must be satisfied

THEN — the action the system should perform

When the defined conditions are met, EVA automatically executes the configured action.

For example:

This structure allows advertising behavior to adapt automatically to performance changes.

However, the actions available in the THEN section depend on the type of optimization being configured. Different optimization categories support different types of automated actions.

Optimization Types and Their Rule Logic

The optimization framework is applied across several automation categories inside EVA.

Each category uses the same IF → THEN rule logic, but the available actions differ depending on the optimization type.

Daily Bid Optimization

Daily Bid Optimization focuses on automatically adjusting bids based on defined conditions.

These rules allow the system to increase or decrease bids in order to maintain the target efficiency defined in the advertising strategy.

Example rule

IF ACoS (last 30 days) > 30%

THEN Decrease Bid by 10%

In this case, when campaign efficiency drops below the desired level, EVA lowers the bid to control advertising costs.

Inventory Guard

Inventory Guard protects campaigns from spending budget on products that are unavailable or performing poorly.

Instead of modifying bids, Inventory Guard rules typically pause or enable advertising activity.

Example rule

IF Sales (last 14 days) = 0

THEN Change campaign status to PAUSED

This prevents campaigns from continuing to spend when a product is not generating results.

Negation Rules

Negation rules automatically identify underperforming search terms and exclude them from campaigns.

This prevents advertising spend from being allocated to search queries that generate traffic but do not convert.

Example rule

IF Clicks (last 30 days) ≥ 10 AND Sales = 0

THEN Negate search term

This removes the search term from targeting and helps improve campaign efficiency.

Dayparting Rules

Dayparting rules control how bids or budgets behave during specific hours of the day or days of the week.

These rules allow advertisers to apply different bidding or budgeting behavior during selected time periods.

Example rule

During 02:00–06:00, EVA can apply a different bid or budget strategy.

This allows advertisers to reduce advertising exposure during hours when performance is typically weaker.

Campaign Creation Rules

Campaign Creation automation allows EVA to automatically generate new campaigns based on predefined conditions.

These rules determine when campaigns should be created and which products should be included.

Example rule

IF Auto campaign creation schedule = every 7 days

THEN Create campaigns for eligible products

This helps maintain continuous campaign coverage without requiring manual campaign setup.