Creating and Configuring Rule Sets: Setup, Scheduling, Rules, and Scope Selection

Creating and Configuring Rule Sets: Setup, Scheduling, Rules, and Scope Selection

Overview

This article explains how to create and configure a Rule Set in the Ads Management module. It covers the full setup flow, including goal selection, scheduling, rule configuration, and defining the campaigns or ad groups the Rule Set will control.

The purpose of this process is to ensure Rule Sets are configured with clear intent, controlled scope, and predictable behavior before automation is activated.

Explanation

Creating a Rule Set follows a structured, multi-step flow. The selected goal determines which configuration steps appear, what entities can be controlled, and which actions and schedules are available.

While the user interface may vary slightly by Rule Set type, the underlying configuration logic remains consistent across all Rule Sets.

Prerequisites

Before creating a Rule Set, ensure the following conditions are met:

  1. Amazon Ads integration is connected.

  2. Ads profiles are active for the marketplaces being used.

  3. You have access to the Ads Management module.

  4. Required data is available for the selected profiles (hourly data is required for hourly Rule Sets).

Step 1: Define Goal

The first step is selecting the goal of the Rule Set. The goal determines:

  1. Whether the Rule Set controls campaigns or ad groups.

  2. Which actions are available during rule configuration.

  3. Whether hourly frequency can be selected.

  4. Whether the Rule Set applies only to Sponsored Products.

Warning
Once a Rule Set is created, the goal is typically locked. To use a different goal, a new Rule Set must be created.

Step 2: Setup and Scheduling

In this step, you configure the basic identity and execution schedule of the Rule Set.

Required configuration:

  1. Rule Set Name

  2. Ads Profiles

    1. One or more ads profiles must be selected.

  3. Frequency

    1. Once

    2. Daily

    3. Weekly

    4. Monthly

    5. Hourly (available only for specific Rule Set types and when hourly data is supported)

  4. Lookback Period (Data Range)

    1. Defines the performance window used to evaluate conditions.

    2. Examples include last 7, 14, or 30 days (hourly Rule Sets have more limited options).

Optional configuration:

  1. Exclude Window or Dates

    1. Exclude the last 1–3 days to avoid acting on incomplete data.

    2. Exclude specific custom dates (availability depends on frequency).

  2. Notification Type

    1. Execute

    2. Notify

    3. Execute and Notify

Notes
If Notify or Execute and Notify is selected, at least one recipient user must be specified.

Step 3: Configure Rules

Rules define the logic that determines when actions are triggered.

Rule requirements:

  1. Minimum of 1 rule per Rule Set.

  2. Maximum of 20 rules per Rule Set.

  3. Each rule must include:

    1. Rule Name.

    2. One or more conditions (up to 10).

    3. One action.

Rule behavior:

  1. Conditions evaluate performance metrics such as spend, sales, ACoS, ROAS, clicks, or placement metrics.

  2. Actions depend on the selected goal and may include bid, budget, placement, status, or search-term changes.

  3. Rules are evaluated in the order they appear.

  4. Once an entity is acted upon by a rule, it is excluded from further rule evaluation during the same execution.

Advanced settings:

  1. Some actions support minimum and maximum limits.

  2. These guardrails prevent extreme increases or decreases.

  3. Guardrails may reference base values such as base budget or base bid when applicable.

Step 4: Select Campaigns or Ad Groups

The scope of the Rule Set is defined by selecting which entities it can control.

Selection behavior:

  1. Campaign-level Rule Sets require selecting campaigns.

  2. Ad-group-level Rule Sets require selecting ad groups.

  3. Only eligible and enabled entities can be selected.

  4. Some Rule Set types are limited to Sponsored Products.

Notes
Search-term-based Rule Sets have stricter eligibility rules and may require manual targeting ad groups for certain actions.

Step 5: Review and Acknowledge

Before activation, you must review and acknowledge the Rule Set configuration.

This review typically includes:

  1. Selected goal and scope.

  2. Schedule and frequency.

  3. Rules and actions.

  4. Selected campaigns or ad groups.

Warning
If the acknowledgement step is not completed, the Rule Set is saved as Inactive even if Active was selected.

After Creation

Once activated:

  1. The Rule Set runs on its configured schedule.

  2. Actions are applied or notifications are generated based on the selected execution mode.

  3. The Rule Set may enter a temporary processing state after creation or updates, during which editing may be limited.

Summary

Creating a Rule Set involves defining a clear goal, configuring schedules and data windows, building rules with safeguards, and carefully selecting scope. Completing each step accurately ensures Rule Sets operate predictably and apply automation only where intended.

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