Online marketing services using Google's AdWords platform can now take advantage of a new feature designed to simplify the process.

Automated Rules will allow campaign managers, beginning with those in the US, to set conditions that will trigger changes to parts of an account at certain times, according to the company's official blog.

For example, the organisation suggested it could be used to generate extra traffic on peak shopping periods by instructing the software to automatically raise the daily budget on Mondays and lower it on Wednesdays.

The service can create rules for bids, budgets and status changes for specific parts of an AdWords account such as keywords, ad groups and whole campaigns, automating processes that would previously have to be done manually.

Marketers using the feature would be able to "get the benefit of 24-hour account management while leaving you free to focus on other important things", the firm said.

It is one of a number of additions Google has made to the service in recent months, with other new features including shared product extensions that allow customers to display information automatically across multiple campaigns.

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