Controlled automation with visible logic.
Terra PPC automation is built from rules you can read, grouped into strategies: conditions, an action, guardrails and a mode. The execution planner checks scope, data, safety, conflicts and limits in a fixed order before anything happens, and important outcomes are designed to be recorded.
Three modes, chosen per campaign
Manual
Delegation level 1 of 3Preview → Direct control
Review
Delegation level 2 of 3Evaluate → Recommend → Approve
Auto
Delegation level 3 of 3Evaluate → Guardrails → Apply → Audit
The bars show how much each mode delegates. The checks before every sequence are the same in all three.
How the rule engine works.
Evaluation order is fixed. A rule cannot reach its action until the entity is in scope, its data is ready, safety has passed, conflicts are resolved and the guardrails pass — in every mode.
Scope & data
The entity must belong to the selected scope, and its data window must be ready — unavailable data is never zero.
Safety
Emergency controls, the circuit breaker and business guards are checked before anything is proposed.
Conditions
Thresholds such as ACoS above target and clicks at or above a minimum, under the campaign's strategy.
Conflict check
Other rules proposing changes to the same entity in the same cycle; one proposal per entity survives.
Guardrails
Floors, ceilings, change caps, cooldowns and action limits.
Mode
Manual previews, Review queues a recommendation, Auto applies eligible actions.
Audit record
Inputs, decision and result are recorded.
A rule you can read line by line.
Profit Guard lowers bids on keywords that spend above target once there is enough data to trust the signal.
Rule logic
IF ACoS > Target ACoS
AND Clicks ≥ Minimum Threshold
THEN Create Bid Adjustment
Safeguards
- Max Change
- Min Bid
- Max Bid
- Cooldown
- Action Limit
The same rule in each mode
Manual
Shows the proposed $0.79 bid as a preview. No change is made; the user decides.
Review
Creates a recommendation. The bid changes only after a permitted user approves it.
Auto
Applies $0.79 because it passes every guardrail, then writes the audit record.
Strategies above the rules.
Rules are specific, deterministic conditions and actions. A strategy groups coordinated rules with policy defaults — which rules run, how cautiously, and in which mode a campaign starts.
- Profit Protection, Balanced Growth, Discovery, Scale Winners, Inventory Protection and Brand Defense
- One strategy per campaign; rule presets for single rules
- Publishing a strategy records a version; restoring an earlier one records a new version
- Strategy versions are compared side by side before a restore
Strategies
The execution planner decides the order.
Every automation cycle follows one canonical order of 18 steps: scope and data first, safety next, then the proposals in a fixed stage order, the conflict resolver and the global guardrails — and only then the mode, the action and the audit record.
Execution Planner
Manual, Review, Auto.
Choose per campaign how much to delegate. Manual keeps every change in your hands, Review puts a person between the recommendation and the change, and Auto applies eligible actions only after policy and guardrail evaluation.
Manual: Automation can be inspected or simulated, but it does not apply operational changes. Users make changes themselves, and those changes are scoped, checked and recorded too.
Review: Rules evaluate conditions and Terra PPC creates recommendations. Nothing executes until a user approves it.
Auto: Eligible actions apply automatically inside the configured scope, permissions and guardrails, and each one is written to the audit log.
Automation mode does not bypass account authorization, scope, guardrails, permissions or audit logging.
Every mode follows the same trunk: scope and data readiness, rules under the campaign's strategy, the execution planner and guardrails, including business-aware guardrails where seller context is authorized. Manual ends in a preview with no automatic change; changes a user makes are recorded in the audit log. Review creates a recommendation that must be approved before it is applied and recorded in the audit log. Auto applies eligible actions within guardrails and records them in the audit log.
Manual
Direct control. Users review data and make operational choices themselves.
Review
Recommendation-first. Rules evaluate eligible data and create recommendations for human approval.
Auto
Guardrailed execution. Eligible rule actions may execute automatically within configured authorization, scope, safeguards and policy constraints.
Conditions
What a rule looks at before it proposes anything — advertising metrics first, and seller context and customer economics where they are available.
- Efficiency thresholds
- ACoS, ROAS, CPC or conversion rate compared with configured targets.
- Minimum data
- Clicks, impressions, orders or spend required before a rule may act.
- Lookback windows
- The period a rule evaluates, such as the last 7, 14 or 30 days.
- Profitability comparisons
- Break-even or target ACoS, where product economics are configured.
- Entity filters
- Campaign type, match type, profile, marketplace or customer-defined groups.
- Business context, where authorized
- Selected seller-business signals, such as inventory context, that change what a rule should do.
- Customer economics
- Customer-configured costs and margins, so a rule can compare ACoS with what the product can afford.
Actions
What a rule is designed to do when its conditions are met.
- Bids
- Increase, decrease or set bids for keywords and targets.
- Budgets
- Adjust campaign budgets within configured limits.
- Status
- Pause or enable entities that meet conditions.
- Negative targeting
- Propose or add negative keywords and targets.
- Search-term promotion
- Propose converting search terms as new keywords.
- Placements
- Adjust placement bid modifiers based on placement performance.
- Schedules
- Time-based (dayparting) concepts for supported actions.
Available actions depend on approved Amazon Ads API access, the ad product and marketplace, and the modules enabled for each customer.
Safeguards
Terra PPC is designed to support guardrails that every automated or recommended change must pass, whatever the mode.
An action that would cross a guardrail is not executed. It is blocked, reduced to the limit where configured, or routed to review.
G-01Max change
10% per cycle · 20% global
Largest bid change a rule may make in one cycle, under a global cap
G-02Min bid
$0.20
Bid floor no rule can go below
G-03Max bid
$3.50
Bid ceiling no rule can go above
G-04Cooldown
72 hours
Minimum time between changes to the same entity
G-05Action limit
10 per campaign
Maximum number of changes per campaign in one cycle
G-06Minimum data
15 clicks
Data a rule needs before it may act
G-07Budget limit
$250 per day
Ceiling for automated budget changes
G-08Break-even protection
Per campaign, e.g. 42.0%
Holds scaling above modeled break-even, where economics are configured
G-09Scope
Terra Home · US
Actions stay inside the selected account, profile, seller connection and marketplace
IllustrativeExample values are illustrative and match the interactive demo. Customers configure their own limits.
Business-aware guardrails
An advertising rule proposes an action. Where seller context is authorized, the business condition behind it is checked. Only then is the final result decided.
Business guardrails apply to scale actions — bid, budget and placement increases, re-enables and search-term harvests — in every mode, including AI/MCP-assisted requests. They never pause advertising.
Margin safety, step by step.
A proposed scale action passes the guards in a fixed order. Here inventory and listing pass, but a supplier cost increase pushed the campaign above its new modeled break-even — so the Cost Increase Guard holds the increase and queues a cost review instead.
How cost changes move break-evenBusiness-aware guard check
| Guardrail | Reads | Effect |
|---|---|---|
| Inventory Guard | FBA inventory + sales velocity | Holds scale actions when an advertised product has fewer than 5 days of cover |
| Listing Guard | Listing status | Holds scale actions for a suppressed or inactive advertised listing and routes it to review |
| Cost Increase Guard | Customer economics + advertising | Holds scale actions when an advertised product's unit cost rose 10% or more within 30 days and its ACoS is above the new modeled break-even; a cost review is queued |
| Break-even Guard | Customer economics | Holds scale actions when the entity's ACoS is above its modeled break-even ACoS |
| Financial Margin Guard | Finance + seller sales + economics | Holds scale actions for a product whose modeled net margin is below the configured minimum |
| Refund review | Finance + seller sales | Advisory: a product at a 5% refund rate or more, with $50+ ad spend, gets a business review — it never blocks or pauses ads |
When a guardrail's data is outside the authorized scope, its outcome is unknown and it is not treated as a pass. Business-aware safeguards depend on data availability, authorization, configuration and enabled functionality.
Try the low-stock scenario in the interactive demoConflict resolution
When two rules disagree about the same entity, or a rule meets a guard, Terra PPC is designed to resolve it deterministically — the same inputs always produce the same outcome.
- 1Detect. Two proposals target the same entity in the same cycle.
- 2Protective actions first. Pauses, then negatives, then bid changes, then budget changes, then informational proposals.
- 3Apply priority. Within the same action type, the higher configured rule priority proceeds.
- 4Break ties conservatively. At equal priority, the more conservative value proceeds — so the same inputs always produce the same outcome.
- 5Respect the guards. A business guard can still hold the surviving scale action; nothing is paused by a guard.
- 6Record. The suppressed proposal, the resolution and its reason are kept with the evaluation.
Conflict resolution
Circuit breakers and emergency controls.
Automation is never unlimited. The circuit breaker watches every cycle — action volume, spend exposure, budget moved, conflicts, failures, data freshness and scope — and when it trips, nothing applies automatically until a person resets it.
- Auto actions go to review while the breaker is tripped
- Emergency controls pause all automation, or stop bid, budget or placement increases from any source
- Global guardrails cap bid and budget changes and actions per campaign
- The last automation cycle can be reverted once
Safety & circuit breaker
Audit trail
Every important action should be explainable. Terra PPC is designed to record what changed, why, the source, the mode, the before and after values, the applicable rule, the timestamp and — where appropriate — how to reverse it.
- Automation, user and AI-assisted changes use the same record format
- Approvals and rejections in Review mode are recorded with the reviewer
- Actions held by a business guardrail are recorded with the reason
- Previous values are kept so eligible changes can be reversed
AI and MCP-assisted workflows do not bypass automation modes, permissions or safeguards.
A request from an AI client is evaluated like any other: it is authenticated, authorized and scoped, and any change it proposes follows the rule's mode and guardrails.
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