After running multiple tests analyzing the correlations between organic ranking and PPC keywords, the SI team noticed that keywords ranking well tend to reflect a high conversion rate. (Note: This doesn't mean keywords that convert well will rank.)
It was also found that keywords with low conversion struggle to rank. Once the bids are reduced, their organic ranking often drops quickly, making it unprofitable to try ranking them.
These findings highlight why different keywords may need different bidding strategies.
Why Stack Multiple Bidding Rules in One Ad Group?
Not all keywords contribute to your advertising goals in the same way. Some generate profitable sales at low bids, others have the potential to drive more traffic and improve organic visibility, while some need more data before you can determine their potential.
Using the same target ACOS for every keyword may not support these different goals.
By assigning multiple Bidding Rules to the same ad group, you can apply different conditions and target ACOS values to manage keywords according to their performance and your advertising goals.
The Strategy: Three Keyword Groups
Based on the Scale Insights team's observations of keyword performance and organic ranking, keywords can be grouped into three categories.
1. Profit-Focused: Poor-Converting Keywords
These keywords generate relatively few orders compared with their clicks. They may struggle to improve organic ranking, even when you increase their bids.
Strategy: Use a lower target ACOS to prioritize profitability over aggressive traffic growth.
The Bidding Rule can gradually lower bids toward a more profitable level. Depending on the resulting bid and auction competitiveness, these keywords may continue generating profitable sales with less traffic or receive fewer impressions.
The screenshot below shows how low-conversion keywords with low CPC can drive decent sales and profits.
2. Growth-Focused: Good-Converting Keywords
These keywords convert well and may have the potential to improve their organic ranking, but their current visibility may limit their sales.
Strategy: Use a higher target ACOS when you're willing to accept higher advertising costs to pursue additional traffic and ranking opportunities.
The Bidding Rule can adjust bids toward a more aggressive target, helping these keywords compete for more traffic. Monitor advertising profitability and organic ranking to assess whether the additional spend is worthwhile.
3. Still Gathering Data: Keywords with Uncertain Potential
These keywords don't yet have enough performance data to determine whether they should be prioritized for profit or growth.
Strategy: Start with a target ACOS closer to your desired profit margin while gathering more data.
As performance becomes clearer, you can adjust the strategy to prioritize profitability or growth.
How Multiple Bidding Rules Work Together
Instead of applying one bidding strategy to every keyword, you can assign multiple Bidding Rules to the same ad group. Each rule can use different conditions and target ACOS values to address a particular performance group.
For example, you might configure:
Rule A: A lower target ACOS for keywords meeting your poor-conversion criteria.
Rule B: A higher target ACOS for keywords meeting your growth criteria.
Rule C: A target ACOS closer to your desired profit margin for keywords that don't yet meet either group's criteria.
Define the conditions carefully so the rules reflect your intended strategy. Review rule priority and how overlapping conditions are handled before applying the rules.
Simplify Rule Assignment with Strategic Objectives
If you want to apply the same bidding strategy across multiple campaigns or ad groups, you can combine your Bidding Rules into a Strategic Objective.
This lets you group multiple rules into a single strategy and easily assign that strategy to multiple ads, instead of assigning each rule individually. You can then manage the rules within the Strategic Objective as your strategy evolves.
For example, you can create a Strategic Objective that combines your profit-focused, growth-focused, and data-gathering Bidding Rules, then assign it to the relevant ads.
Learn more about Using Strategic Objectives.
How to Apply This Strategy
Review keyword performance. Identify keywords that are profitable, convert well but have ranking potential, or still need more data.
Define your conditions. Decide how conversion performance and other relevant metrics will determine which bidding strategy applies.
Create your Bidding Rules. Configure the conditions and target ACOS values for each group.
Stack the rules on the relevant ad group. Assign the rules and verify their priority and interaction.
Preview the proposed changes. Check whether the resulting bid adjustments align with your intended strategy.
Monitor and refine. Review the changes and subsequent keyword performance. Adjust your conditions or targets as needed.
Remember that conversion performance alone doesn't guarantee organic ranking improvements. Treat ranking growth as a goal to evaluate, not a guaranteed outcome.
What's Next?
How to Calculate the Optimum Bid - Learn how the Bidding Rule calculates and adjusts keyword bids.
Stackable and Mutually Exclusive Rules - Learn how Stackable and Mutually Exclusive Rules interact, including rule priority.
How to Create and Customize Automation Rules - Learn how to create and assign automation rules to your ads.
Bidding Rule Conditions Based on Organic and Ads Ranking - Learn how to use organic and ad ranking data in Bidding Rules.