Actions

What is in Actions?

Changes Adintel suggests for the account, worked out by rule each morning and ranked by their impact. Type narrows the page to one kind: Bid adjustments, Keyword pauses, Ad pauses or Budget moves. Show switches between To do, In Google Ads, Dismissed, Withdrawn by Adintel and All.

When is a bid cut suggested?

When a keyword with a bid of its own, in an enabled campaign and ad group that bid manually, has spent at least $40 over the last 50 days and costs more per conversion than the target CPA you set in Business context. The new bid is the current one scaled by your target over the keyword's cost per conversion, and never more than 30% lower; if the keyword needs a deeper cut, that comes as a later suggestion. Only the days since the keyword's bid last changed count, whoever changed it, so after a cut the next one waits until the keyword has spent $40 and converted at its new bid. Adintel only lowers bids. The card shows what the keyword spent and converted, and its cost per conversion against your target.

No bid cut is suggested when the account's goal is a return on ad spend or has no target CPA, for a keyword that takes its ad group's bid, or where Google sets the bids. When you have marked the account's real outcomes on Conversions, "conversion" here means those actions.

When is a pause suggested?

When a keyword or ad that is enabled, in an enabled campaign and ad group, has spent at least $40 over the last 50 days with no conversion. The $40 is converted into the account's own currency at the latest stored exchange rate. An ad is suggested only when another ad stays enabled in its ad group and the ad group itself has converted, so a pause never leaves an ad group without an enabled ad and never blames one ad for a group that does not work. When a keyword contains one of your brand names or must-win terms, or closely matches what the business sells, the suggestion's summary warns that it is core coverage.

When you have marked the account's real outcomes on Conversions, "conversion" here means those actions.

When is a budget move suggested?

Within one account, judged over the last 50 days: from a campaign using 70% or less of its daily budget to an enabled campaign that spends at least 95% of its budget and still loses 10% or more of its impression share to budget. The move is at most 20% of the giving campaign's budget and never more than that campaign leaves unspent, and the account's total budget stays the same. Adintel suggests one move per account at a time.

What are strength and impact?

Strength is the percentage on the card, such as Strength 72%. It is worked out from the figures: how far past its threshold the case sits, how large the change is and, for keywords and ads, how many days of data support it. It is not a language model's confidence, and the same figures always give the same strength. Weaker cases are not shown at all: a bid cut on a keyword that converted on only a few days, or spent little past the $40, stays below the line however far it is from your target.

Impact is the money at stake: for a bid cut, what the lower bid saves a day at the keyword's recent clicks; for a pause, its spend over the last 50 days; for a budget move, the daily amount moved.

How do I apply one?

The line above the buttons names what changes in Google Ads. Set bid, Pause or Move budget writes it at once, logged. Adjust lets you set the amount yourself, with a reason if you want one: the new bid on a bid cut, or the receiving campaign's budget on a budget move, where the giving campaign is balanced to match. If the keyword's bid, or either campaign's daily budget in a budget move, has changed in Google Ads since the suggestion was worked out, as of Adintel's latest read of the account, Adintel changes nothing, says what it found, and looks at the suggestion again the next morning. Skip moves the suggestion to Dismissed; if its case still holds the next morning, Adintel suggests it again. Once applied, a suggestion offers only its reversal, Undo or Re-enable; if someone has changed the keyword, ad or budget in Google Ads since, Adintel says so and asks before putting it back.

Why was a suggestion withdrawn?

Each morning every waiting suggestion is checked against its own rule again. One whose case no longer holds leaves the queue for Withdrawn by Adintel, with the reason: for example, the keyword or ad was paused or removed, its campaign or ad group was paused, it converted, its spend over the last 50 days fell below $40, or, for a bid cut, your target CPA was removed or now covers the keyword's cost per conversion.

Why does an account have few suggestions?

The rules only suggest what they can stand behind. An account that is all Performance Max has no keywords or ads, so only budget moves can apply there, and a bid cut needs manual bidding and a target CPA in Business context. An empty Actions page can be the right answer.