Governance
Prevent temporary exceptions from becoming a permanent ranking layer.
Governance makes it clear who is allowed to make rules, how they are appointed and when they disappear.
Ownership
Assign per campaign or rule a responsible person.
Naming
Use recognizable names with market, purpose and period.
Approval
Have sweeping rules checked by a second role where necessary.
Audit Trail
Save who changed what and why.
Cleanup
Check periodic expired or overlapping rules.