Value rules and shadow campaigns: optional extras for Performance Max, Search and Shopping

Two optional extras sit on top of Tapper Block's protection: a conversion value rule, which makes Google's bidding value flagged visitors less, and a shadow campaign, which moves high-risk traffic into a separate campaign with a bid you cap.

What Tapper already does

A campaign's Protection switch removes and re-adds Tapper's value rule. See Choose which campaigns Tapper protects.

Add a value rule to Performance Max (optional)

Performance Max is already protected by Tapper's audience exclusion. To also make its bidding value flagged visitors less, add a value rule in Google Ads. Tapper created the segment when you connected; there is nothing to upload.

1. In Google Ads, open the Performance Max campaign's Settings.
2. In Value rules, create a new value rule.
3. For the audience segment, click Browse, choose How they have interacted with your business and select "Tapper - Invalid Traffic List". Add "Tapper - Ad Click Limit Exceeded Traffic List" too for the same coverage as Tapper's rules.
4. Under Value adjustment, choose Multiply and enter 0.5, Tapper's own factor.
5. Click Save.

A value rule does not hide your ads from flagged visitors. It halves the value bidding gives their conversions, so the campaign bids less for them. They stay in the segment for its retention window. If the list does not appear, see The Invalid Traffic Audience and its retention window.

Create a shadow campaign (Search and Shopping)

A shadow campaign isolates high-risk traffic in a separate Manual CPC campaign, while your original keeps all of Tapper's exclusions. The shadow still excludes Tapper's invalid traffic list, but not visitors who only went over your ad click limit, so they can reach you there at no more than the CPC you set.

You need the Owner or Admin role.

1. Pick the entity in the sidebar switcher if you have more than one.
2. Under Setup, click Ad accounts, then Google Ads, and open the Campaigns tab.
3. On a Search or Shopping row, open the ⋮ menu and click Create shadow campaign. It shows only on campaigns without a shadow campaign.
4. In the Enter CPC for shadow campaign dialog, type your maximum bid in Shadow campaign CPC and confirm.

Tapper copies the campaign in Google Ads with its own budget, Manual CPC at your bid, named after the original plus " - Shadow - " and the creation date and time. The copy is created paused and serves nothing until you enable it in Google Ads. On the Campaigns tab, the original row notes its shadow campaign; expand it to see the shadow with its own Protection switch.

Related

• Which exclusions Tapper applies to each Google Ads campaign type
• What Tapper creates in your Google Ads account