First, you have to understand what PPC automation is. PPC is Pay Per click. Whether you may have heard about it or not and are curious to learn more. It is a model of internet marketing that helps you or an advertiser to pay some fee on each time your ads are clicked by the user. It’s the purpose of buying visits on your site. Google advertising is one of the most common types of PPC. It allows every advertiser to bid on ad placements on Google when the user searches for a keyword that is related to their business or interest. Whenever any user clicks on your ads on any platform you have to pay a small fee. There are google ads, social networking site ads like Twitter and Facebook. You can also learn about managing your campaigns, pricing, and many things easily.
The automation is one of the common things for marketers and especially better in the world of SEM. By the PPC automation, you can easily generate better conversions and many ads that will have better optimization and will start capturing the right website traffic by using the data.
Advantages of PPC automation
So basically, PPC automation is the use of technology and machines to learn how to optimize your SEM efforts easily. Now there are many networks and platforms so it becomes almost impossible to manage paid ad campaigns. By the use of this managers can free up their time and focus mainly on top-level internal processes. With this, there are some upside mentioned below-
- First is Bid management – it is considered as the latter more than science and art. It is time-consuming and PPC adwords automation helps to manage to bid and then have a greater degree of accuracy and you will get more profits.
- Second is Ad creative and copy –for many big accounts with a large number of ad groups and many campaigns you can use this feature for optimization
- The third is Reporting– collect the data you want and then generate the insights which will help you for making strategic decisions.
How to start with PPC automation
So above are the benefits for you now we see how to start it. you may think that this will be difficult and you are not ready for this. But you should try and experiment so that you will get an experience and get to know more. The first thing as your business will develop you will find that rolling automation out of few campaigns will set you up for success.
Secondly, you can manage your clients and find that there are more that would give you an advantage from automation right away. Analyze those things which will benefit you based on these things mentioned below-
1. Products you will sell
2. How many campaigns you are running for them
3. And last is the size of their budget
Here are some things you should know about automation and this will be related to how it works in the market too.
• Empowering your terms with the best technology
Google ads are likely used more than automation so this feature goes out of the box. But for most of the advertisers this the best place to start over. Mentioned below are some ways where you can use Google ads for automating your PPC efforts.
Smart campaigns are used for small businesses and as the name suggests it is the smart way to get started with SEM without putting much effort.
Universal App campaigns are built to drive most of the apps and once you are done you can set up these. All the things will be taken care of by Google like creating, biding, etc.
Shopping campaigns for goal optimization– it provides with the simple ease of access to e-commerce and DTC brands. This automation helps to manage a hundred of products with ease. Also, this campaign type runs various ads like display, remarketing, shopping, etc. automatically. Data that is collected in 45 days from the conversions are utilized to optimize based on the sales value.
Powerful search ads – it is a difficult task to handle large inventory products. With the help of these powerful search ads, your SEM efforts run smoothly on an autopilot. Automatically, all of the product information is pooled in by creating for your new search ads that are based on your product information and copy.
Also, there are many complex solutions (eg. Acquisto). You can automate as well as optimize various areas of your SEM and PPC campaigns with the help of third-party machine learning.
2. How to feed your machines
Your machine learning tool of choice needs to access the right data order to start working on your decisions and this will help you to optimize your PPC campaign properly. For example, if you have an existing campaign running for a long time then only you can work for smart campaigns. So basically, first you need to give the command to the machine so that it can start doing all the things. If you know something about SEM you also need skills for those who have been in many trenches and this will be very easy for creating campaigns. Use your skills in a manner that will help you to create effective ads built upon good practices. These good practices are to set up campaigns with a consistent layout. You can learn the technology feature by approaching campaign creations. Before starting your campaign, you should track your conversions. Look out for those which generate the best results and use accordingly. You can use these few points to structure your campaign.
Now we will talk about the things done by the PPC campaigns
- First is bid management
It is one of the most valuable features of the automation process. Setting up the bidding in the right manner for every individual keyword is a big undertaking that needs constant adjustments. Your target for cost-per-click also changes the number of factors and it involves business goals, demand, competition, and many other changes in the market. Manually managing bidding will be impossible for you when you have to deal with big accounts. Now Google Ads are offering automated bidding qualities for search and advertisers for shopping. Always try to choose smart bidding for your PPC campaign which will effectively help you.
You can see 5 different bid strategies to choose for your specific business goals-
• Maximizing clicks
• Target the impression share
• Target CPA strategy
• Target ROAS strategy
• And last maximize conversions
Google PPC helps you to analyze main data in real-time, including device, language, operating system, time of day, and many other factors. After this using machine learning technology so that you can set the right bids.
- How to make creative ads
For creating effective ads, you may need human inputs that are necessary for your PPC automation. And for this, you have to put efforts like making unique headlines and sub-headlines which will speak about your target users. But while creating these ads copy that may be a little bit challenging for you with a large and quickly changing inventory. This will help you to save your time and identify the most effective ad for your products.
Mentioned below are some of the ways used for the PPC automation for your ads-
• IF Functions is one the ways used
When you meet a certain condition, it helps you to insert or change an ad message. It is used for making ads more relevant to the audience automatically.
• Second is Script
• Dynamic Search ads
These are the special one type of ads which can automatically create ads for you on your website content with the option of Google crawls. When anyone searches any type of query which is related to your product then Google will automatically generate a relevant headline for the user. Google also offers you to expand dynamic search ads that provide a deeper message that focuses on what users need.
• Anomaly detection
One of the main jobs of PPC managers is to identify performance issues and then analyze them so that it will be quickly fixed. But you will find it difficult within a 24/7hour. Some issues may be pop-up that you can’t address fast.
Automation is the thing that helps you to detect the issues you are facing and then pausing problem campaigns and ads. You can also use the AdWord script for this. Create a script and then analyze an account’s performance then you can email the manager. The technology looks for the data issues by comparing key metrics so that you can easily forecast the performance. These are cost, revenue, clicks, and CC and if it is urgent then it will automatically pause until the issue is corrected.
• Performance forecasts
It is important to forecast to secure the necessary budget for your campaigns so you will don’t find any trouble. Calculating accurate forecasts is not that easy, you can do this manually using spreadsheet data and it will be time-consuming. By this, you can get updated quickly. This requires regular updates for getting an accurate forecast for your projection with the new market and competitive data. But this can be done through Google Ads as it will automatically forecast the performance which will be accurate by using Keyword Planner. For this, you have to upload the keywords terms.
Some advantages or impact of PPC automation
• The PPC works in a good way for your ads as all the details are mentioned above. It has already improved efficiency and efficacy in many ways; you can also research this for getting more information. PPC automation is now the future of paid search and in the coming days, it will be very popular. You can spend a better budget as it will help you to not spend a large amount. Anomaly will help you to detect the issues and help to stop the problems before they hurt your campaigns.
• As more will be the efficient bidding than it will help to reduce wasted ads spend immensely and advanced bid optimization technology will help by the usage of an algorithm that contains the value of every keyword. You will get more opportunities for the growth of your product ads.
• As more advertisers use the best kind of management tool then it will be necessary to invest in them so that you can keep up with your competitors.
• You will find many types of PPC like search advertising, social media advertising, sequential remarketing, and remarking. There are so many types that you can search and apply accordingly.
One of the disadvantages of PPC is it can cost you a little more when you can’t change or properly manage the campaign. So, it is important before starting you have to know everything and this will not hurt your campaign in any way.
As you know adowrds automation works as a game-changer but while having manual bids that can be fun and strategic but something is having a good PPC marketing strategy that will be automated. You can use automated bidding strategies like ROAS and Target CPA. For improving the quality score, you will have to change the optimization strategies. It is one of the best profitable marketing channels when you want to earn a profit. There are so many things that you can know about adwords automation. The above-mentioned information will help you to know about what is PPC automation and what are the things being done and advantages. This will all depend upon the efforts and the type of knowledge you want according to your ads of the product. Pay-Per-click is emerging so much in this world that everyone wants to learn how this works and how to start it.