Overview

In KwickMetrics, a Rule Set is the automation framework, while a Rule is the individual logic that drives actions within that framework.

Understanding the difference between a Rule Set and a Rule is critical to building predictable and controlled automation. This article explains how Rules are structured, how they are evaluated, and how KwickMetrics prevents conflicting actions.

Explanation

Rule Set

A Rule Set is the overall automation container. It defines:

1. The Goal (what you want to optimize).

2. The Schedule (when and how often it runs).

3. The Data Range (what performance period is evaluated).

4. The Scope (which campaigns or ad groups are included).

5. The Notification mode (Execute, Notify, or Execute & Notify).

6. One or more Rules.

A Rule Set can contain:

1. Minimum: 1 Rule

2. Maximum: 20 Rules

Rule

A Rule is a single IF–THEN logic block inside a Rule Set.

Each Rule contains:

1. One Rule Name (4–150 characters).

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

3. One Action.

Conditions define when the rule should trigger.

Actions define what happens when the conditions are met.

Conditions Explained

Conditions are comparisons against performance metrics. Depending on the Rule Set type and ad type, available metrics may include:

1. Core performance metrics such as impressions, clicks, spend, sales, CPC, CTR, CVR, ACoS, ROAS.

2. Placement performance metrics (Sponsored Products only).

3. Budget utilization metrics (Hourly rulesets only).

4. Target-level metrics such as Target ACoS.

5. Time-based safeguards such as Hours Since Last Change (Hourly rulesets only).

6. Search-term-specific fields for search term rule sets.

Rules can use comparison operators such as:

1. Greater than

2. Less than

3. Greater than or equal

4. Less than or equal

5. Equal to

6. Is (Text comparison only)

7. Contains (Text comparison only)

8. Does not contain (Text comparison only)

A rule can contain up to 10 conditions. All conditions within a rule must be satisfied for the action to trigger.

Actions Explained

An Action is what the system executes when the rule conditions are met.

Available actions depend on the selected Goal. Examples include:

1. Increasing or decreasing campaign budgets.

2. Setting a fixed campaign budget.

3. Enabling or pausing campaigns.

4. Adjusting keyword or target bids.

5. Pausing targets.

6. Adjusting placement multipliers (Sponsored Products only).

7. Changing bidding strategy (Sponsored Products only).

8. Marking search terms as negative.

9. Moving search terms into keywords or targets.

Each Rule can have only one Action.

Evaluation Order and Execution Logic

Rules inside a Rule Set are evaluated in the order they appear.

The system follows this logic during each execution:

1. Evaluate Rule 1 against all eligible entities in scope.

2. If Rule 1 conditions are met for an entity, apply the Action.

3. Once an action is applied to that entity, it is excluded from evaluation by subsequent rules in the same Rule Set during that run.

4. Move to Rule 2 and evaluate remaining eligible entities.

5. Continue sequentially until all rules are evaluated.

This ensures:

1. Only one action is applied per entity per execution.

2. Conflicting or overlapping actions are prevented.

3. Automation remains structured and predictable.

Usage

Understanding Rule Set vs Rule helps you:

1. Structure automation logically from top to bottom order of rules.

2. Prevent unintended overlaps between rules.

3. Design layered automation where stricter conditions are evaluated first.

4. Avoid frequent or contradictory changes.

When building multiple rules inside one Rule Set, order them carefully based on priority and strictness.

Important Rules and Behavior

1. A Rule Set must contain at least one Rule.

2. A Rule can contain a maximum of 10 conditions.

3. A Rule Set can contain a maximum of 20 Rules.

4. Only one Action is allowed per Rule.

5. Entities modified by one Rule are not evaluated by subsequent Rules in the same execution.

6. Some metrics and actions are restricted based on:

   • Rule Set type

   • Ad type (Sponsored Products vs Sponsored Display)

   • Hourly data availability

If a required configuration (such as movement settings for search term rules) is incomplete, activation of the Rule Set may be blocked.

Summary

A Rule Set defines the overall automation structure, while a Rule defines the specific performance logic and action.

Rules are evaluated sequentially, and once an entity is modified during execution, it is excluded from further evaluation within the same run. This design prevents conflicts and ensures predictable automation.

By understanding this structure, you can design Rule Sets that apply clear, controlled, and performance-driven changes across your advertising account.