Value Rule Exclusion
This guide covers setting up a Conversion Value Rule Exclusion in Google Ads using Tapper’s invalid traffic list to decrease ad relevance for potentially fraudulent users.
Invalid traffic user list is created and managed by Tapper when the integration is set up.
Campaign Settings
When creating a new Performance Max campaign, navigate through the standard campaign setup steps in Google Ads. Define your campaign goals, budget, targeting settings (location, demographics), and ad creative assets (images, video, headlines, descriptions).
Value Rules
Once your campaign is set up, we’ll focus on a feature called Value Rules. Value rules allow you to adjust bids for specific audience segments based on their historical interaction with your business. In our case, we’ll use a value rule to decrease the relevancy of showing your ads to users identified by Tapper as potentially fraudulent.
Create Google Ads Value Rule
Within your Performance Max campaign, navigate to the Settings tab. Look for the Value Rules section and click the Create Google Ads Value Rule + button to create a new rule.
Enter Audience Segment
- Click Browse to select how you want to define the audience segment for this rule.
- Select How they have interacted with your business.
- Choose the custom data segment Tapper - Invalid Traffic List (assuming you’ve already uploaded this segment to Google Ads). By selecting this segment, you’re essentially creating a filter that includes only users identified by Tapper as potentially fraudulent.
Value Adjustment
In the Value Adjustment section:
- Choose operation Multiply.
- Enter 0.5 in the value field to decrease the relevancy of showing ads to these users. This sets a bid adjustment of -50%.
A -50% bid adjustment is the minimum value you can enter in Google Ads to decrease relevancy. This doesn’t entirely block users from seeing your ads, but it significantly reduces the chances compared to users not identified by Tapper.
Click Save
Once you’ve reviewed and confirmed your settings, click Save to create the value rule.
Additional Notes
If you cannot see the Tapper - Invalid Traffic List segment when setting a conversion value rule, check that its membership status is set to Open in the Audience Manager tool.
This guide provides a basic overview of using Tapper’s invalid traffic list with Performance Max campaign. You can further refine your strategy by testing different value adjustments or combining this approach with other targeting methods within your campaign.