If you want to start transiting from manual optimization to automated optimization with Scale Insights, here are some options you can consider.
Option 1: Restart everything from scratch
If your ads are not performing well and you want to clean everything up and start from scratch, follow the below steps.
Step 1: Set up Fully Managed Campaigns
Navigation: Mass Campaigns > Fully Managed Campaigns (FMC)
During the campaign setup, SI harvests search terms with sales in the last 90 days and adds them to Discovery, Sales, and Product Targets campaign based on their performance.
Review the initial settings, such as the daily budget and initial keyword bids, change them accordingly, and create the campaigns.
Step 2: Set up Split Keywords to Campaigns
Navigation: Mass Campaigns > Split Keywords to Campaigns (SKC)
During the campaign setup, SI harvests search terms with sales in the last 90 days and displays them in a table.
Analyze the list, and add performing keywords to the list.
Please review the settings, such as the daily budget and initial keyword bids, change them accordingly, and create the campaigns.
Step 3: Pause all other campaigns
This approach can be drastic and risky and is not advisable if you have existing campaigns generating decent sales and performing well.
Option 2: Optimize the lowest-hanging fruits with preset rules
If you have campaigns performing well, you do not want to make drastic changes but want to get started with some automation to optimize some of the lowest-hanging fruits, consider this option.
Check out this video: 4 Quick Ways to Eliminate Unnecessary Ad Spend.
The video will walk you through steps to use conservative preset rules to optimize your ads, to minimize the adverse impact it has on your ads.
Option 3: Create automation rules based on your unique advertising strategies
Consider this option if you have a specific set of processes helping you drive results and want to automate what you are doing manually.
Step 1: Create 1-2 rules that map one of your optimization processes
For example, if you add negative keywords for search terms with >= 20 clicks and 0 orders, then create a Negative Rule to map that process.
Refer to the video in Option 2 to understand how to get started.
Step 2: Assign the rule to a subset of your ads
Step 3: Preview the proposed action
Analyze the proposed changes to see if they align with what you would have done manually.
Tweak and adjust the settings until the proposed changes are what you would have done manually.
Step 4: Review the Change Logs
Analyze changes to ensure the changes align with your optimization process.
Tweak and adjust the settings until the changes are what you want.
Step 5: Assign the rules to other ads
Once you have high confidence that the automation is working as intended, repeat Steps 2 to 4 by assigning them to the rest of the ads.
Step 6: Create more rules that map more of your optimization processes
Repeat Steps 1 to 5 to automate your optimization processes as much as possible.
Step 7: Create strategic objectives with created rules
Instead of assigning rules individually, add them to strategic objectives, and assign them to your ads.
Using strategic objectives enables you to add/remove rules or tweak parameters to apply changes at scale immediately.
This option gradually integrates automation to model after what you are manually doing iteratively, minimizing changes during the transition.
This conservative method aims to mitigate the unexpected impacts of using automation.