Note: Keep in mind that the rules should of course fit your general campaign structure strategy and the following rules might not be fitting for every brand.
Automatic Ad Groups
Good Search terms to Broad: If orders ≥ 1 (immediately) move to ad group (Broad) + set to negative (phrase)* in source automatic ad group
Good Search terms to Phrase: If orders ≥ 1 (immediately) move to ad group (Phrase) + set to negative (phrase)* in source automatic ad group
0 Sales: If 0 sales after 20 clicks → negative search term (exact)
Please note: In the current Keyword Rules version 1.0, search terms can only be set to negative exact (and not phrase). This is planned for the next update though, coming soon!
Manual Ad Groups
Good Search terms to Exact: If orders > 1 after 1X Clicks, move search term to ad group (exact)
0 Sales: if orders = 0 after 1,5X clicks → pause Keyword
Pro Tip: Ideally the exact ad group is within a separate campaign, so that you can safely increase your campaign budget for your proven exact targets.
This article (click here) explains what 1X/1,5X means and how many clicks you should wait.
Additional Suggestion: Bid Rules
Maintaining a good campaign structure with the help of keyword rules is only half the battle.
After that it's all about continuously optimizing those bids, particularly for individual targets in manual ad groups, depending on their respective performance (relevance).
The Sellics Bid Rules will be able to take over that on going process.