Automation has transformed the way marketers handle PPC. Talk about the automation of Google Ads; this process involves working on the setup and leaving everything in the hands of the automation tool. The beauty of working with automation is that it saves you time, which allows you to channel your efforts to other aspects of your marketing campaign. It is worth noting that automation in PPC is a multi-step process that takes into account historical data and conversion tracking. That said, here are some fundamental tenets of Google Ads automation.
Automated Budget Management
Budget management is a key aspect of any Google Ads marketing campaign. Manually budget management can be time-consuming, and this has proven to be the most challenging aspect of any PPC campaign. Some marketers opt for daily budget adjustments, but merely doing monthly or daily divisions do not offer the best results.Thus maximizing your return on investments by capitalizing on days where search traffic is high.
Automated Bid Management
Automatic biding is one of the most defining aspects of AdWords marketing. Automated bidding employs machine learning to tailor the bids based on historical data and conversion. There are different levels of bid management. For starters, you can take advantage of one of six different types of automatic bidding strategies. Some of the smart bid campaigns available include the Target CPA, Target RAOS, Enhanced CPC, and Maximize Conversions. Automated bidding also helps you find the right bid. It also leaves you with ample time to focus on other marketing goals.
Ad Copy Management
Besides automated bid and budget management, other marketing aspects also need to be automated. This goes beyond tweaking some aspects of your ads. Ad copy management helps in optimizing ads by setting rules to pause less profitable ads. This feature also makes it easy for PPC marketers to use ad customizers to “automate” specific ad copy texts. The ability to create a particular copy of an ad for a particular audience goes a long way, making your ads campaigns effective.
Automated Audience Management
This feature seeks to help you teach the machine who among your audience is most important to you. Looking at the nature of search queries and browsing activity can help you predict consumer behavior. The potential offered by this tool is vast as it uses both recent activity and recent browsing history to help you narrow down your options.