Recommended automations
Hero Marketer has five recommended automations. Each one is a card in Settings > Automations. To open Settings, click your profile picture at the bottom of the sidebar, then click Settings. Two automations start from an alert. The other three have a built in rule. All five are off by default.
When you turn on an automation, it runs on every Google Ads account that you connect. All five check each account once a day, at 06:00 in the account's time zone. See Turn on an automation for the preview that shows the first time you turn one on.
Each section below gives the trigger, the action, the safety limits and the protections.
Block wasting search terms
Triggers on: a new Search terms wasting budget alert, with the thresholds of that alert.
When the alert finds a search term that wastes budget, this automation adds that term as an exact match negative keyword. It adds the negative to the ad group that produced the search term. If Hero Marketer does not know the ad group, it adds the negative at campaign level. The automation acts only on enabled Search campaigns. A revert removes the negative keyword.
Default limits. You can change these limits on the card.
- Most negatives added per day: 20 for each account, per UTC day.
- Days before touching the same term again: 14.
- Minimum ad-group age in days: 60. A new ad group has little conversion history, so zero conversions can mean late reports, not waste. Google rarely reports the age of an ad group, so Hero Marketer uses the campaign start date. If neither date is known, the automation skips the term.
Brand protection. The automation never adds a negative for a search term that contains your product name or a brand keyword on its card. See Turn on an automation to add brand keywords.
Alert dependency. This automation acts only when the Search terms wasting budget alert fires. If you turn that alert type off in your alert preferences, the automation cannot act. Its card then shows a warning that the trigger alert is off.
Lift the budget on profitable campaigns being capped
Triggers on: a new Profitable campaign capped by budget alert, with the thresholds of that alert.
When the alert fires, this automation raises the daily budget of that campaign. By default, the alert fires when a campaign loses at least 20% of its Search impression share to its budget over 14 days. Its ROAS must also be above 0. The alert needs only some conversion value, not a profit. Check that the campaign meets your own target before you turn this automation on. Campaigns that do not track conversion value never trigger it.
The automation does not change the bid strategy, the Target CPA or the Target ROAS. It skips a campaign that has no daily budget. A revert sets the daily budget back to its value from just before the raise.
Default limits. You can change the first three limits on the card.
- Largest single raise (%): 25%. Each raise is exactly this percentage of the current daily budget.
- Largest weekly growth (%): 50% on one campaign over any 7 days. This limit counts the budget raises from all automations together, including custom automations.
- Days between raises to one campaign: 7.
- A fixed limit of 3 budget raises per account each day also applies. You cannot change it.
Smart Bidding exclusion. This automation does not run on campaigns that use Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, or Target impression share. You cannot turn off this exclusion. If such a campaign has a Target CPA or Target ROAS set, the Ease automations can scale it instead. Hero Marketer knows the bid strategy of Search campaigns only. For other campaign types, only the budget simulation check can stop a raise.
Budget simulation check. Before each raise, Hero Marketer reads Google's budget simulation for the campaign. If the simulation predicts no extra conversions at the new budget, Hero Marketer skips the raise. If no simulation is available, the raise continues.
Alert dependency. This automation acts only when the Profitable campaign capped by budget alert fires. If you turn that alert type off in your alert preferences, the automation cannot act. Its card then shows a warning that the trigger alert is off.
Pause pure waste keywords
Triggers on: a built in rule. A keyword spent more than 50 in your account's currency in the last 7 days, with zero conversions in that time.
This automation pauses a keyword that continues to spend and does not convert. The rule must match on 3 daily checks in a row before the automation acts, so one bad day does not pause a keyword. The automation acts only on enabled Search campaigns. A revert enables the keyword again.
On the first check of a newly connected account, the automation does not wait for 3 checks in a row. If this automation is on when you connect an account, it can pause keywords on that account at once.
Fixed limits.
- Wait 14 days before the automation acts on the same keyword again.
- At most 3 keyword pauses per account each UTC day.
- The campaign must be at least 60 days old, so late conversions have time to report. If the campaign age is not known, the automation skips the keyword.
Brand protection. The automation never pauses a keyword that contains your product name. Brand keywords that you add on the Block wasting search terms card do not apply here. If you bid on brand keywords that do not contain your product name, keep this automation off.
You can only turn this automation on or off. The spend threshold of 50, the 7 days of data and the limits are fixed. For a different spend threshold, build a custom automation on the Wasted spend (keyword) signal.
Ease CPA targets on overperformers
Triggers on: a built in rule. A campaign's cost per conversion for the last 7 days is at or below 70% of its own average for the previous 28 days. The rule does not use the last 3 days, because conversions can report late.
When the rule matches on 2 daily checks in a row, this automation raises the Target CPA of the campaign by 10%. The rule does not compare the cost per conversion with your current Target CPA. It compares only with the campaign's own average.
Only enabled Search campaigns that already have a Target CPA qualify. The automation changes the target only, never the bid strategy. A revert sets the Target CPA back to its value from just before the change. On the first check of a newly connected account, the automation does not wait for 2 checks in a row.
Fixed limits.
- Target CPA raised by 10% each time.
- Wait 14 days before the automation changes the same campaign again. This gives Google's bid strategy time to learn.
- At most 2 target changes per account each UTC day.
- At most 20% total change per campaign in any 7 days.
- The campaign must already have a Target CPA, or the automation skips it.
You can only turn this automation on or off. The 10% step, the 70% threshold and the limits are fixed. For a different step or threshold, build a custom automation on the Cost per conversion (campaign) signal. A custom automation can change a target by at most 15% each time.
Ease ROAS targets on overperformers
Triggers on: a built in rule. A campaign's return on ad spend for the last 7 days is at or above 1.3 times its own average for the previous 28 days. The rule does not use the last 3 days, because conversions can report late.
When the rule matches on 2 daily checks in a row, this automation lowers the Target ROAS of the campaign by 10%. The rule does not compare the return on ad spend with your current Target ROAS. It compares only with the campaign's own average.
Only enabled Search campaigns that already have a Target ROAS qualify. The automation changes the target only, never the bid strategy. A revert sets the Target ROAS back to its value from just before the change. On the first check of a newly connected account, the automation does not wait for 2 checks in a row.
Fixed limits.
- Target ROAS lowered by 10% each time.
- Wait 14 days before the automation changes the same campaign again. This gives Google's bid strategy time to learn.
- At most 2 target changes per account each UTC day.
- At most 20% total change per campaign in any 7 days.
- The campaign must already have a Target ROAS, or the automation skips it.
You can only turn this automation on or off. The 10% step, the 1.3 times threshold and the limits are fixed. For a different step or threshold, build a custom automation on the Return on ad spend (campaign) signal.