Adequate and Wasted Spends are some advanced value parameters that you can use in your Rules in case you don’t want to use an Absolute value.
Here is an example:
Let’s assume you want to create a rule for identifying negative keywords. Now, one basic rule could be:
If Spend > $ 10 and Orders = 0, add the search term as negative.
This $ 10 here is an Absolute value that is applicable for all the campaigns wherever you have associated your rule.
If you want to use the same ruleset for a new product line but want to be more flexible with the negative rule, you can adjust the threshold. For example, instead of waiting for $10, you may want to wait for $20 before adding a search term as negative. This allows you to tailor your rulesets to the specific needs of your new product line and ensure that they align with your overall PPC strategy.
There are two ways to do this:
1. Create a different ruleset for this new product line and have the spend criteria as $ 20.
2. Use the derived value - Wasted Spend. This Wasted Spend can be now defined at a campaign level. So in this case, it will be $ 10 for the entire account and $ 20 for the campaigns of the new product line.
Other parameters, such as Adequate Spend and Impressions, can also be utilized in a similar fashion. If they are not included in your Ruleset definition, they will have no impact on your automation. Adequate Spend and Wasted Spend can be set from the Criteria value drop-down menu.
By hovering over the options provided, you can quickly understand their intended purpose.
These thresholds are also displayed in the Linked Campaigns tab as shown in the image below.
