Hi there, I have a very fixed budget for my adwords campaign if 1,5K / month. It has been eaten up at the end of the month and there has been no display netowork and no retargeting made. I did knew there have been many money eaters and I can set some amount free to have resources for display and retargeting and made it with three clever automated rules. I did a test run for one month and today I analyzed the stats: Better CTR from 2,1% to 4,2%, bettered conversion rate about 1,5% AND set an free amount to invest in new ways by 58% (!!). It a favour for me to share this set of automated rules with you here: Rule #1 Pause bad converting Keywords automatically: This rule will deactivate your keywords that got only few impressions, only few clicks and conversions below 1% Rule #2: Change Max CPC to stay on top for lowest possible price It raises your bid for converting keywords if they are not on the first position. Rule #3: Cost Optimizing for the second place This is a cool one and complements to Rule #2. Make sure you have nice ads with a good CTA: It is nice to be directly on top, but its often pretty expensive. This Rule decreases our bid by 10% when our ad hits the first spot (from Rule #2) . When the ads moves down to Spot #3 Rule #2 increases the bid again by 10% to get back to postition 2. Goal is to hit permanently Spot #2, but keep in my mind to have great converting copy + good call to action. Have fun & good success!