There is a lot of confusion when it comes to automation in PPC. Therefore, we, a PPC management company working in the arena for almost a decade. Thus, we are aiming to solve all your automation-related dilemmas with this write-up.
As most might not be aware, automation in PPC, it simply implies that you have given most of the control to Google’s or Bing’s algorithms to help you understand what will help you achieve your goals and KPIs set for the campaign in the best possible way. This can be used on various platforms such as search, channel, display, and video.
Most people will confuse automation with automatic strategies for bidding. However, they can be as simple as using scripts or rules in the account for saving time. Although some may still prefer manual bidding over automation, however, the latter is a total time saver for manual account management, avoiding over or underbidding and acquiring data through different signals.
Automation can help set bids to achieve your goals, optimize the ad variations, and understand your campaign’s user interaction.
However, there are certain limitations to automation. Your human resource would have to work on the campaign before setting in automation to ensure there is enough historical data to work upon. Some obvious dangers are floating around to determine all that’s in your account.
Responsive Search Ads (RSA)
When you give Google or Bing description variations and numerous headlines, the algorithm will work to showcase the best-performing ad copies, portraying the variation that delivers the strongest CTR, other interactions, and overall engagement.
It is possible for your users to be perplexed when you put your ad in Google’s hand, and there’s a clash in wordings of the headline. However, this can be avoided by pinning particular parts of the advertisement. You can take up PPC marketing services from a reputable company and include an attractive call to action, brand messages, and your USPs in catchy places for a start.
Using straightforward yet effective automation, you will begin to notice an increase in the positive metrics as the user engagement increases in your ad.
Dynamic Search Ads:
Dynamic searches help you to match your users’ queries with the webpages on your website. These advertisements help bring in fresh matching terms to the website and generate more traffic via individual search terms. Display searches also give a good idea of what your users are searching for, which you may not have previously been aware of.
It is crucial to ensure your website is embedded with sufficient content so that the algorithm will have enough information to work with.
If you don’t wish to recycle your other campaigns, it is best to exclude every different keyword in the account only to bring up new search queries- not the ones that are already in your account. This will also help minimize your spending.
Ensuring the proper use of automation:
You can gain the lowest CPA and highest ROAS within your set budget by providing realistic targets to your automated strategies. You are not welcoming the wasted traffic to drive up your cost or your account to overwork in such cases.
This strategy can also be applied to other methods. To understand this better, you can take help from a PPC management company and get deeper insights.
You may also need some professional help in implementing the automation right, since it is sometimes hard to determine which keywords, factors, ads, user engagement, locations, devices, time of the day, day of the week are getting you the best result ad campaign.
Therefore, it is recommended to consult with a PPC management company and make changes to your campaign only after collecting enough data.
Obtaining the highest traffic and conversion:
When assessing the amount of traffic you are receiving on your campaign, it is essential to compare it with the number of conversions you are recording to determine the factors influencing these conversions.
For example, you may have set up some conversion goals for specific clicks, contact form submissions, social clicks, or payment; therefore, if you aim to utilize maximum conversion or your targeted CPAs. You would have to find suitable strategies that provide you with high performance on your revenue-driving conversion or all conversions in that matter.
This can affect your performance in case you are trying to track all variations of conversions since it could make your CPA look low. This results from reporting on all conversions (revenue-driving and non-revenue driving), therefore, perplexing the system. Thus, if you are only judging the CPA based on respective conversions, it would be smart to exclude others.
Specify the conversions you are planning to value when reporting or measuring the performance.
Automation in a PPC campaign holds as much significance as a car to a walking man- a man who can manage to walk to his destination, but it may take longer than when he’s traveling in a vehicle. The car drives him faster to the destination. Similarly, manual tasks will still optimize the PPC campaign that automation is required to carry out the tasks quickly.
However, this does not imply that setting up a smart PPC campaign will not require humans to work on it. Human resources will always be needed to set up an excellent PPC campaign. You will have to take up PPC management services of an expert or a reputed company because you can not trust just the algorithm with a budget of millions; that would be a high-risk strategy. You will always need humans to monitor where your campaign is going, and if it’s going the right way.
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