How to Get Started with PPC Automation in Google Ads

ppc automation

Did you know that three out of five American companies use automation tools in their marketing department?

Automating essential tasks through the use of machine learning and AI can save several hours of time a week. Imagine bringing in brand new customers while you're working on other things!

If you're looking to automate your marketing processes, PPC is a great place to start. There is a large amount of data available that can be used to optimize your campaigns and ensure that you are getting the best value for money.

Here is our guide to the different ways you can bring automation to your PPC advertising.

Before you begin

Before you start looking into PPC automation, know what your goals are.

Do you want more brand awareness? Do you want more leads? Do you want more web visits?

Knowing your end goal will help you to choose the right automation strategy for your requirements and ensure that you don't spend money on things you don't need.

Automation with Google Ads

Google Ads has varying degrees of automation available. For example, you can:

·       Use enhanced cost per click (eCPC). This will allow Google to increase or decrease your keyword bids by up to 30% in order to maximize conversions

·       Use an automated bid strategy. Alongside eCPC, there are several other bid strategies you can implement. Some of them include:

o   Target cost per acquisition (CPA). This strategy helps maximize your conversion rate

o   Target return on ad spend (ROAS). This strategy will help maximize the money you make using Google Ads

o   Target outranking share: This strategy will help you to outrank your competitors

·       Create dynamic search ads. This will pull wording from your website to create ad copy that will encourage people to convert

·       Create responsive search ads. This will create ad combinations from phrases and sentences you have selected. Google Ads will serve the combinations that web users respond best to

·       Create dynamic display ads. This will create combinations of different wording, photos, and videos to develop enticing ads across the Google Display Network

·       As well as search and display, there are also automated options in place for app installs and shopping

Even if you do have automation set up in your Google Ads account, do check in at least once a week and see that everything is working as it should.

Choosing the wrong automation strategy could result in paying too much for keywords, or a drop in conversions.

Automation with third party systems

There are many different platforms out there that can automate your PPC processes, with lots of additional features that aren't available on Google Ads.

For example, Click Report will monitor your account for potential click fraud, automatically alerting you to suspicious web visitors and duplicate click activity.

There are other platforms out there that will automate your PPC across multiple advertising platforms, meaning that you enhance your online exposure!

How will you incorporate automation into your PPC strategy?

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