Value Rule Exclusion
Set up Conversion Value Rule Exclusions in Google Ads to decrease ad relevance for potentially fraudulent users.
Invalid traffic user lists are created and managed automatically by Tapper when the integration is set up.
Campaign Settings
When creating a new Performance Max campaign, complete the standard setup steps — campaign goals, budget, targeting (location, demographics), and ad creative assets.
Setting Up Value Rules
Value rules allow you to adjust bids for specific audience segments. We'll use one to decrease the relevancy of showing ads to users identified by Tapper as potentially fraudulent.
Navigate to Value Rules
Within your Performance Max campaign, go to the Settings tab. Find the Value Rules section and click Create Google Ads Value Rule +.
Select the Audience Segment
Click Browse, select How they have interacted with your business, then choose the segment Tapper - Invalid Traffic List.
Set Value Adjustment
In the Value Adjustment section, choose Multiply and enter 0.5 (this applies a -50% bid adjustment).
Save
Review your settings and click Save.
A -50% bid adjustment is the minimum value Google Ads allows. This doesn't completely block users from seeing your ads, but significantly reduces the likelihood compared to non-flagged users.
Troubleshooting
If Tapper - Invalid Traffic List doesn't appear when setting a conversion value rule, check that its membership status is set to Open in the Audience Manager tool.
