The world of advertising and marketing is speedily expanding. With the growth, the pressure for changes and demands for better keep increasing. Even so, ads are a perfect way to bring in new business and make some big money for your company. It is however easier said than done. Most business owners find it tough to monitor one Google campaign, spending a lot of their time tweaking and adjusting settings, which eventually, sabotages their ROI.
Lucky for everyone, technology has brought about automation techniques that are quickly transforming this industry. You can now run your Google campaigns swiftly, with maximum ROI, just form the use of automation techniques. Here is a guide on all you need to know:
Automating bid management
At first, picking a bidding strategy can be intimidating for business owners. Technically, manually managing bids is hugely time-intensive and inefficient. There are huge numbers of alternatives you could choose to automate bid management that is low-budget. For entry-level bid management, you can use the automated bid management options available on Google ads.
The features of Google ads capitalize on machine learning to amend bids. The machine learning technology amends bids based on real-time signals including device, location, time of day, language and operating system. Depending on your goals as a business, you can select bids from Google, among the ten different bidding methods:
- Target CPA (Cost Per Acquisition)
- Maximize Clicks
- Manual CPC Bidding
- Target Search Page Location
- Target Outranking Share
- Target ROAS (Return On Ad Spend)
- Maximize Conversions
- Enhanced Cost Per Click (ECPC)
- CPM Bidding (Cost Per Thousand Impressions)
- vCPM Bidding (Cost Per Viewable Thousand Impressions)
Since you are leaning toward automation techniques, avoid manual CPC bidding that will demand a lot of your time and that you are hands-on throughout the processes.
Automating New Keyword Opportunities
Did you know you can speed up the process of finding new keywords? Automating keyword opportunities is the best way to put your keyword ranker to great use. Once your Google campaign is up and running, you can easily spot which keywords are converting and which ones are lagging. The idea is to be on the lookout for keywords that have a substantial amount of impression and click volume. From here, you can segment the keywords into single-keyword ad groups, for bidding purposes.
Ideally, any keyword with a lower bid is not reaching its full potential for that search. This is especially true of the keyword is consistently converting and comes through a broader search term.
Automating error checking
As a business owner, it is always important to remain on top of any irregularities as they may indicate performance issues. Your Google campaigns may not perform so well if you let the anomalies in your account go on for so long. However, it is very difficult for one to crawl through their large accounts and manually crawl out any abnormalities.
Fortunately, Google scripts, like the Account Anomaly Detector, automatically scans an account every hour. It then generates a prompt on email whenever the metrics of that account vary more than a set percentage from the expectations.
Additionally, you can use Google scripts for other purposes like:
- To adjust bids and budgets
- To create detailed and complex reports
- Audit your Google Ads account
- Automate negative keyword lists
- Set up account alerts
Automating ad copy
Ad copy creation can consume a lot of time, especially, when it is for large accounts. With the automation techniques, you can automate the processes in different ways to save yourself the time. Some of the ways include:
- Generating ads based on your website content
- Creating ads based on data feeds, using Google Scripts
The more ways you can control your ad copies, the better for your Google campaigns.
Automating PPC reporting
Running a custom report on Google ads can be frustrating, especially when you have to readjust report settings every time you load the screen back up. However, you can spare yourself the hassle by using Google Sheets Integration to create reports once and then run them automatically. This way, you do not have to spend a lot of time with customization and filtering, to find the right datasets every time you load up Google Ads.
Simply put, the Google Sheets integration will let you refresh reports with just a click of a button. This will then allow Google to pull the data automatically, rather than having you generate new reports in Google Ads.
Running Google campaigns do not have to be as overwhelming and time-consuming as it has been in the past. With automation techniques and artificial intelligence, you can get things done quicker, easier and better than ever before, taking off the baggage of spending a lot of time getting the work done.
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