Google’s new “Automated Rules” allows Adwords users to specify monetary amounts (or percentages) by which to raise or lower bids or budget limits whenever a certain conditions are met. It is said to be the most- dangerous AdWords’ feature ever release which might only makes things worse. It allows users to do unlimited things but gives very little guidance on how to do so the maximum returns are quiet risky for the users. It is expected that most of the products being bought nowadays cover instruction books and put warnings on their products to tell people how to use them properly and give them precautions for possible risks.
Google’s Automated Rules sounds like it gives advertisers the ability to set rules without instructions for doing so. It is like Google is trying to create – a problem.
Part of the issue with this method is the lack of built-in guidance for the option of the rule and conditions. Even Google’s “help page” is not that specific with rules. User is not well-thought about how to make rules function well and prevent conditions. It obviously leaves out warnings.
On the other hand, it is observed that Google also left out critical metrics like the incremental cost-per-click (ICC). Google has also missed out the dangerous functionality aspect as it let managers use their ads’ average position, Quality Score or CPA to change bids.
The example that was been used by Google to justify “Automated Rules” is said to be unwise. For an instance, you have an ad that is in position 5 but you want it in position 1. It sounds like to the users that it cannot be used at an exact point.
Furthermore, Google has confirmed several incidents in recent months where Quality Scores were simply being report incorrectly and yet they let managers use their keywords’ QS. It is also reported that these issues have not been fully resolved yet.
In every Google’s features update there are always oppositions that have been heard. Like this Automated Rules wherein it lets managers use their cost-per-acquisition (CPA) to guide bid changes but also reported that this method does not also work correctly.
Quality Score or CPA-based rules might run behaviors that cause issues but yet Google has made no counterpart or perhaps something that would cover them up to neither prevent same problems from happening or warn users before it does.
