Manually adjusting bids for every keyword is time-consuming and inefficient. WallyPilot's Automated Rules feature applies intelligent bid optimization to your campaigns automatically, based on performance metrics like ACOS, spend, sales, and impressions.
The system learns from your campaign data, applies strategic bid adjustments, and continuously optimizes for your target ACOS — all without manual intervention.
This comprehensive guide will show you everything you need to know about creating, managing, and optimizing automated rules for maximum ROI.
Automated Rules are condition-based actions that automatically adjust your campaign bids based on real-time performance data. Think of them as a 24/7 campaign manager that monitors your metrics and makes strategic bid changes to hit your target ACOS.
Data Collection Phase
WallyPilot gathers performance data from your campaigns (default: 5 days). No changes are made during this learning period.
Analysis Phase
The system analyzes metrics and patterns to identify optimization opportunities (default: 3 days).
Optimization Phase
Rules apply bid adjustments automatically. Runs continuously every 3 days by default.
Eliminate hours of manual bid adjustments. Rules run 24/7, monitoring and optimizing even while you sleep.
Stay consistently at your target ACOS by automatically adjusting bids when performance drifts.
Instantly capitalize on winning keywords and cut losses on underperformers faster than manual monitoring.
Rules use actual performance data, not gut feelings. Every bid adjustment is backed by metrics.
WallyPilot provides 11 predefined rules across 6 categories. You can select one rule from each category to create a comprehensive optimization strategy.
Maintain optimal performance when you're in the sweet spot
When ACOS is 25-40%:
Action: Set bid = CPC (maintain current performance)
Strategy: When performance is good but not exceptional, this rule maintains stability by matching your bid to your average cost-per-click.
Reduce bids when spending too much per conversion
ACOS 40-60%
Action: Decrease bid by 10%
ACOS 60-100%
Action: Decrease bid by 20%
ACOS 100%+
Action: Decrease bid by 25%
Choose one: Only one High ACOS rule can be active. Select the threshold that matches your risk tolerance.
Increase bids on highly profitable keywords to scale
ACOS < 25% with 3+ sales
Action: Increase bid by 20%
High volume, high profitability = aggressive scaling
ACOS < 25% with 1-2 sales
Action: Increase bid by 10%
Profitable but low volume = conservative increase
Strategy: When ACOS is low, you're spending efficiently. Increase bids to capture more traffic and sales while maintaining profitability.
Handle keywords burning budget without converting
Spend $50+ with no sales
Action: Decrease bid by 20%
Significant wasted spend = aggressive reduction
Spend $20-50 with no sales
Action: Decrease bid by 10%
Moderate spend = moderate reduction
Spend < $10 with no sales
Action: Increase bid by 10%
Low spend might mean bids too low to compete
Warning: These rules prevent budget waste on non-converting keywords. The counterintuitive low-spend rule tests if you're simply not bidding high enough.
Activate dormant keywords
When keyword has no spend at all:
Action: Increase bid by 20%
Why: If a keyword isn't spending anything, your bid is likely too low to win any auctions. This rule helps activate dormant keywords with potential.
Progressive bid increases until visibility achieved
When keyword has no impressions:
Action: Raise bid by 10% every 24 hours until impressions start
Progressive Strategy: This rule keeps increasing bids daily until your ad starts showing. Once impressions begin, other rules take over based on performance.
From your WallyPilot dashboard, click on "Automated Rules" in the navigation menu.
Choose which Walmart advertiser account you want to create rules for.
Search and select one or more campaigns to apply automated rules to. You can select multiple campaigns for bulk rule application.
Note: Automatic (Auto-targeting) campaigns are not compatible with automated rules. Only manual targeting campaigns can use this feature.
Choose one rule from each of the 6 categories. Each category handles a different performance scenario.
Recommended Starting Configuration:
Timing Settings
Days Before Analyzing
Default: 5 days
Data collection period
Days Before Optimizing
Default: 3 days
Analysis period
Days Between Runs
Default: 3 days
Optimization frequency
Performance Settings
Target ACOS
Your goal: e.g., 30%
Desired advertising cost percentage
Max Bid (Optional)
Safety limit: e.g., $2.50
Rules never exceed this bid
Click "Create Automated Rules" to activate the automation. The system immediately begins the data collection phase.
What Happens Next:
Beyond the predefined rules, WallyPilot allows you to create custom rules with your own conditions and actions. This is perfect for unique business logic or complex optimization strategies.
Custom Rule Capabilities:
Navigate to Automated Rules → Manage Existing Rules to see all your active rule sets.
You'll see:
Use the toggle switch next to each rule to pause or resume automation without deleting the rule configuration.
When to Pause:
Benefits of Pausing:
Click the edit icon to modify Target ACOS and Max Bid settings without recreating the entire rule set.
Note: You cannot edit which predefined rules are selected or timing settings. To change these, create a new rule set.
Create different rule sets for different product categories. High-margin products can use more aggressive Low ACOS rules, while competitive products might need stricter High ACOS thresholds.
During peak seasons (holidays, Prime Day), pause rules temporarily and bid more aggressively manually. Resume automation after the spike to return to normal optimization.
Let automated rules handle day-to-day bid maintenance, while you focus on strategic decisions like keyword research, negative keyword mining, and campaign structure optimization.