July 15, 2021
“PPC Automation: Why and How to Implement It” is a guest post written by Tim Ferguson, a writer and editor of Marketing Digest. He enjoys writing about SEO, content marketing, online reputation management, social media, AI, and Big Data. When he is not writing and editing for Marketing Digest, he spends time learning more about content marketing and getting better at it.
Is your business struggling to reach out to the right audience? Perhaps you have not started using PPC ads yet.
PPC ads are designed to help you reach your targeted audience wherever and whenever you want to reach them.
Basically, it’s a method of purchasing visits to your website instead of earning the visits organically. One of the most widely used forms of PPC is search engine advertising.
Here are some stats that will make you realize the importance of PPC ads for your business:
However, things are easier said than done. PPC campaigns demand you to perform plenty of tasks starting fromresearching keywordsto craftingad copies. Thanks to PPC automation tools and their capabilities, you can significantly boost your campaigns’ effectiveness and performance.
PPC automation is when you use technology to manage and optimize your PPC ad campaigns and strategies. There are several PPC automation tools out there that will let you automate PPC research,bidding, and more to capture the right traffic by leveraging the data and generating better conversions while saving cost.
To have a clearer understanding, let’s discuss why your business should use PPC automation and how to implement it in detail.
Many businesses are using PPC automation today. In a study, 4 out of 10 marketers said that they want to increase their PPC budget.
Here are the top benefits PPC automation can offer for your business:
One of the most significant benefits PPC automation can offer is the amount of time it saves for you while improving your results. The time you save from performing time-consuming tasks such as bid management, creating ads, and copy and reporting can be spent on achieving other essential tasks.
With automation, you are ensured of making more informed decisions as you have enhanced data in your hands. Also, there is more room for flexibility with automation while adjusting your strategies.
Moreover, the ease of use that comes with these built-in tools is a bonus, not to mention the user-friendlythird-party toolsthat are made easily accessible.
Now that you are aware of the various benefits of PPC automation, let’s look at how you can implement it to scale your business.
Here are some of the ways you must consider while implementing PPC automation:
Like every other campaign, your PPC campaign, too, needs to have clear goals. Knowing what you want to accomplish by the end of your campaign will help you opt for the right automation tools and tactics. Do you want to increase brand awareness? Do you wish to increase traffic? Set your goals before you start automating.
With so many automation tools out there, you would want to first explore different options and see which device will best serve your purpose.
Determine whether you can accomplish your goals with built-in tools or you would require a more advanced solution.
Many advertisers start with Google Ads as not only are they becoming more sophisticated, but the tool is scalable as well.
Have a look at some ways to use Google Ads for PPC automation:
Additionally, you can conduct A/B tests with Google Ads. It will be unwise of you to think the automation process alone will boost your campaigns. You will have to conduct A/B tests to confirm whether automation is boosting your campaigns and tweak your process accordingly.
When you use PPC automation, you will find that the bid management methods differ. Some are slightly more advanced compared to the rest. You can use Google ads automated bid management options for entry-level bid management.
However, it is recommended to begin with manual bidding. Start with a low CPC bid. As you produce more data, you can slowly increase the bid.
When you feel you have reached your optimal CPC, you can use the Google Ads Experiments feature to compare the results of automated bidding vs. manual bidding:
Here are the three bidding strategies you will find within Google Ads to increase conversion:
If this seems like an intimidating task to you, luckily, you can take assistance from an SEO strategist on the internet these days.
Scripts, together with auto-bidding tactics, can help you to automate bid management. You can take into consideration data specific to clients like product-level profit margin. If you are using Google ads, you can determine how profitable the products are by using the custom labels feature within the Google Shopping data feed.
Furthermore, automation can help you increase or decrease the bids hourly to align with the cost-effectiveness of a product compared to the cost-effectiveness across all products on average.
A PPC account manager is responsible for detecting irregularities that may signal performance issues within an account. But it is impossible to manually search through larger accounts fast and fix all issues before they start to cause serious harm to your ad performance.
You can thus use Google scripts like Google’sAccount Anomaly Detector to spot general errors across accounts. Google scripts can automatically scan an account hourly and send you a quick email report. You can also use Google scripts to check for specific glitches within accounts.
If you have a large account, creating ad copy will take you a lot of time.
Here are some ways to automate it and save time:
You will find different free options to automate PPC reports. Google sheetsis an excellent choice if you want to customize your report. You can customize it via a Google Analytics add-on.
The Google Analytics add-on for sheets will allow you to draw in selected metrics and dimensions. You can then customize data visualization via Google sheets charting functionality.
Other ways to automate your PPC reporting for free include:
Additionally, most of the businesses these days are using Google’s Data Studio to create multi-page reports and analyze their PPC efforts. Reporting solutions in Data Studio go even beyond dashboards of Google Analytics. You can get advanced reporting options, along with features like live data, interactive controls, table pagination, etc.
While you run your PPC automation campaigns, you should also gather data and review it on a regular basis. Only then can you adjust your strategies based on your findings. Don’t simply just set and forget all about your automation. Monitor and update it as required.
Automation tools are great for obtaining actionable data to ease campaign monitoring and analyzing. Also, consider setting up processes built on an effective SEM strategy.
PPC automation comes with plenty of benefits. However, you need to start by setting clear goals and choosing the right automation tools for it to be effective.Don’t start automating your campaign right away. You need to first set up and run effective ad campaigns manually to get useful data. Try to get results without spending much. Only then can you expect positive results with your Google Ads automation campaign. Google ads will save you time, money, and brainpower while generating new leads, new revenue, and increased ROI for your business.
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