Automation can be a game changer for your PPC strategy. Not only can it help with automated bidding strategies, it can additionally save PPC consultants lots of time by doing some of the heavy lifting.
Time is one of the most valuable currencies, and it’s so important to try and limit its waste. Automation makes this possible. Saving time can mean remarkable results for your conversions and ROI. Combining the effort of PPC consultants with the tools and tricks of automation can lead to improved results with no wasted time- what’s not to love?
So what can automation do for your PPC? Our blog can help you get the most out of its benefits. Learn what it is, how it looks in PPC, and how you can use it successfully. Let’s get started.
Automated bidding utilises Google’s machine learning and will optimise in real-time, utilising signals based on things such as location, time of day, device, and the likelihood of that user converting.
Automated bidding allows for a more dynamic approach to auction bidding which is real-time, whereas manual bidding is closer now to a one-size-fits-all all approach to all of your traffic.
Ad optimisation
Automation can help with something called ‘responsive search ads’. These are those ads that adapt to show more relevant messages to a customer. The algorithm will take any ad variations you give it, rotate them, and then show the ones that are best performing.
Best performing ads are those that have the highest engagement and highest CTR (click-through rate). The algorithm will also calculate and show you how well your ad is performing, letting you know if any changes should be made.
Another type of ad that can be helped by automation are dynamic search ads. These types of ads are based on the user’s search query, and so are dynamically generated to match the user’s search to the most relevant text. This type of automation gives more insight into how customers actually search and increases your traffic via different search terms.
Testing and experimenting
Another useful way to utilise automation is through testing and experimenting. By running tests, such as an A/B test, you can see which ad is the most successful. You can put two ads to the test that have variations (such as different ad copy) and see what resonates best with the audience. From the results, you know which you should be displaying on the SERPs.
Trying to set up tests manually is bound to take lots of time and is prone to errors. The search engine’s algorithm will display the outperforming ad, and can also input scheduling so the human doesn’t have to manually perform the test each time. All in all, automation in testing and experimenting allows for more accurate data collection and analysis of this data.
How to use automation successfully
Remaining patient is key. Automation needs accurate sets of data for changing the algorithm, and this can take two weeks or more to gather. Setting realistic goals is also a start and this makes the most of the budget you have. Keep an eye on your budget while also reassuring a client of the intent behind the learning period of automation.
Choosing the right tools for your goals is vital. Automation is supposed to help your strategy, not hinder it. Regular monitoring also helps you to check that the automation is performing the right tasks with the right data in place.
Don’t push away the role of the human
Despite the effectiveness of automation, it’s important to remember that human input is still needed. A combination of both human effort and machine is the best balance. Humans still need to monitor and input all the right data into the algorithm as opposed to just putting automation on autopilot. While machinery has developed in its cleverness, inaccuracies can still happen- it’s best not to just rely on this alone.
At Embryo, we understand how automation can significantly help a campaign. We boost the effectiveness of campaigns with tailored auto-bidding strategies that achieve the results you want for your business. Want to know more? Get in touch with our knowledgeable PPC experts.
FAQs
Answered by Callum Leonard
Does automation give me more or less control over my PPC campaign?
Automation gives you less control. Automation uses machine learning, but to see results you have to trust the algorithm. With time and good data hygiene, automated bidding does perform better compared to a manual approach.
Do all of my PPC campaigns need an element of automation?
No, not all of them. When you begin the process is always more manual. As the data matures and grows you can switch to using more automation. Automated bidding performs the best of all bidding methods so is important to use where possible.
Can I choose which parts of my campaign are automated?
Yes, automation can be selected for a bidding level, asset level and content level.
