Welcome to this tutorial. 

In this article, we’ll learn how to automate keyword or product target movements using Adbrew. 

We can configure Target Movement Rules and use that to completely automate our manual target harvesting process i.e., we can harvest profitable search terms from certain campaigns and move them to a different campaign using automation. 

Similarly, we can also find out the bleeding keywords or product targets and add them as Negative’s in the same campaign or multiple campaigns. 

Let’s try to understand this in depth using a case study.

We have already launched our campaigns using this structure that we have discussed in our previous Campaign Launcher tutorial. 

We have created 1 Auto Campaign and 1 Manual Campaign. Auto campaign has just 1 AdGroup while the Manual Campaign has 5 AdGroups – 1) Broad 2) Phrase 3) Exact 4) Product 5) Category – one for each Targeting Type.

Now, we want to setup our target movement funnels in order to move targets across these AdGroups. 

For this structure, we want to harvest profitable search terms i.e., terms that have got at-least 2 orders in the past 14 days and have an ACOS of <20% from our Auto Campaign and target them as Broad Keywords in the Broad AdGroup. 

Similarly, the profitable search terms from the Broad AdGroup should be moved to the Phrase AdGroup and targeted as Phrase match and in the same way, from Phrase to Exact AdGroup as exact match. 

We want to also identify the good performing product targets from both Auto and Category targeting AdGroup and target them in our product targeting AdGroup. 

One important point to note here is that while moving the targets, we also want to target the search term as ‘Negative Exact’ in the source campaign to avoid targeting the same keyword or product from two different campaigns. This is also referred as ‘Search Term Isolation’.

Let’s try to now automate this strategy using Adbrew’s Target Movements. Before configuring the movements, we will first create a Rule-set based on our requirements. 

Target Management Rule-set can be created either from the Rule-set page or from the Target Movement movement page itself by clicking on ‘Add New Ruleset’ button. Here we can specify a name to the ruleset for our identification. 

We can add all the criteria on basis of which we’d want to move the targets. Our requirement here is to filter the search terms which have got at least 2 orders and ACOS < 20% so we will configure that in the filters section. Action for target management Ruleset is always Target Movement.