Automation continues to be a growing factor within PPC and those failing to utilise it within their paid media strategy risk failing to remain competitive.
There are different ways in which you can blend automation into your PPC strategy. For example, scripts are an effective way to control your campaigns and can help you save time on the more tedious processes within PPC. This allows you more time to concentrate on campaign efficiency and optimisation.
Another way to start using automation is through RSA Ads (Responsive Search Ads). This type of ad dynamically determines creatives at the time of auction and adjusts them based on historical performance.
Create More Effective Campaigns with Automation
When creating a campaign within Google Ads, it is recommended that you create two expanded text ads and one RSA ad, making it easier for you to incorporate automation into your strategy.
In terms of using automation within your bidding strategy, it has only been in the last year or so that advertisers have started using ROAS (return on ad spend) and CPA (cost per acquisition) across search and shopping campaigns. Previously, most advertisers were cautious to use this feature, however, due to Google improving the software, more advertisers have started to trust automation bidding.
How We Use Automation at PushON
Within our PPC team, ROAS and CPA bidding has been incorporated into different PPC strategies based on the clients KPI’s. When the team started using ROAS bidding, for example, the team moved the lower performing campaigns to automation first and monitored the campaign for about a week. Afterwards, the team optimised based on the results. This process was rolled out until all campaigns were running on ROAS bidding.
It’s also worth pointing out the PPC team were able to do this as the campaigns had been running on manual bidding for a while, allowing data to build up so Google can learn and adapt. If you’re creating a new campaign, it is recommended to run the campaign on manual bidding for at least a month to allow data to build up and then move over to automation bidding.
Explore the Full Range of Tools Available
In addition to this, query mining for the first couple of weeks is essential to help with the efficiency of the campaigns moving forward. For those of you who are new to query mining, this is where advertisers look in the search query report in Google Ads and find both irrelevant and relevant search terms. Irrelevant search terms for your business are included within the negative keyword list to prevent your ad from showing from that search term in the future. Or, if you find a search term that is relevant to your business, you can add it to your keyword list and start bidding on this if you’re not already.
There are many automation tools out there that you can use in your PPC Strategy, it is just a case of understanding what types of automation will work best for your particular campaigns and understanding and working with them to achieve the best results.
If you’d like to discuss how paid media and automation could be used to improve your business contact us today on 0161 820 7628