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Traffic arbitrage

Rule-based optimization in PropellerAds

The PropellerAds team has introduced a new tool for automated advertising campaigns called Rule-Based Optimization or rule-based automation. Rules allow you to spend less time on constant monitoring of metrics and manual adjustments: simply set conditions, and the system will automatically raise or lower bids, as well as disable non-converting zones.

To set up rules for optimization:

  1. Log in to your PropellerAds account, then go to the campaign creation page.
  2. Start creating a CPC Push or Interstitial campaign.
  3. Select Rule-Based Optimization.

Example of setting up a Push company:


How rule-based optimization works

You can optimize CPC campaigns based on various parameters using a variety of tools. Let's take an example to understand how to set up rules and how they work.

You define several conditions that, when met, trigger adjustments in the campaign according to the predetermined settings you specify. This allows for improving campaign performance in any scenario, whether it's a decrease in conversions or an increase in volume.

To determine the rules, you need to select one of the metrics that will determine when the rule will be triggered. The first condition you set in the settings is the level of Conversions or Spend.
The next condition for optimization can be CPA, CR, ROI, or Conversions, which also reach a certain level and trigger the execution of the rule. You also specify the period during which the metrics will be taken into account. Additionally, you choose the action that the system should take if both conditions are met.
You can increase or decrease the bid, as well as completely exclude a non-converting zone. An additional parameter, "stop at," ensures that your campaign does not exceed the designated budget.

In a nutshell, rules are a simple logical algorithm:

If X is greater/less than Y and CPA/ROI/CR/Conversions is greater/less than Z for the specified period, then perform ACTION NB! Currently, you can set only one rule per campaign, but the functionality will be expanded in the future.

When rules are especially useful

Automation solves many problems and allows you to spend time on more meaningful tasks than manual bid adjustments. However, there are also cases where rule-based automation plays a particularly important role.

  • When you see that campaign metrics are growing and you want to scale, set CPA level as the main trigger and increase the bid.
  • When one of the zones is simply draining your budget, choose Conversions as the metric and disable that zone.
  • When your CPA is significantly higher than CPS and you need to balance the budget, lower the bid to avoid overpaying for that zone.

Benefits of rule-based optimization

Advantages of rule-based optimization:

Automation: Rules free you from spending time on routine tasks.
Control: You make decisions about your campaigns, while rules enable you to gain situational advantage (e.g., paying less for traffic).
Cost-saving: Set rules to adjust CPA and avoid overpaying.
Automatic Scaling: Your campaign will smoothly scale when metrics reach the desired level.
Effective Testing: Test hypotheses and approaches with CPA, ROI, and CR limitations.


Manual automation is not a pleasant task, and when you have hundreds of campaigns, it can turn life into a nightmare. Rule-based optimization keeps an eye on campaign metrics and allows you to dedicate time to design, analysis, networking, and other important tasks.

Rule-based optimization in PropellerAds is available for CPC campaigns, including Push and Interstitial. Be sure to take advantage of this useful tool.