PPC advertising is no longer an addition to other online marketing channels. Nowadays, it has become quite an independent tool. It’s not that long ago that ecommerce projects mostly relied on search Engine optimisation (SEO) in their efforts to increase traffic. However, frequent updates to the Google algorithms have made it more challenging for businesses to get into the relevant search results. To date, PPC ads dominate within Google search results.
That is why it’s so important to use all the advertising tools at your disposal. Even if your website is ranked on top of the organic search results, you still need to run PPC ads to get the most out of Google search. Because of this, competition in PPC campaigns is growing. And you need to stay ahead of the game if you’re looking to get a better return on your PPC investments and to become a leader in your sector.
From a technical perspective, automation of business processes can be a difficult task. It may even look like something only experts can handle. However, there are several methods and tools which you can successfully leverage in automating your PPC campaigns. In this article, we will outline the most effective ones.
1. Automated research
There is a common misstep while conducting PPC research: digital analysts focus on average values and metrics, such as average cost per click (CPC), that don’t always contribute to the business’ revenue growth. Instead, there are better ways to gain a competitive advantage. For instance:
- finding new keywords for ad groups;
- utilising new marketing channels you haven’t used before;
- identifying new audience segments to target your ads at;
- creating multiple landing pages to run A/B tests for new ideas your competitors don’t use.
This entire process can be automated with Google AdWords script. You can configure the script to perform a variety of tasks, including:
- search for keywords with a given impression threshold;
- creating new ads with the relevant keywords;
- creating copies of each individual ad.
You can also connect your script to automatically search, identify and create new placements for your ads in the Google Display Network (GDN).
2. Automated bid management
Automating the bidding process in PPC campaigns сan help you achieve your goals faster, as well as to reduce advertising costs. There’s a number of platforms which allow you to not only automate the bidding itself but also to achieve a lower cost per click (CPC) or transaction (CPA).
Using these bid managers allows you to maximise the results of your PPC campaigns and significantly reduce the advertising budget. This is particularly important for ecommerce projects. In addition, automation can be used for lead generation websites and SaaS-services (such as email marketing systems), if you connect bids with your main performance indicators.
3. Automated rules
You do not need to hire a team of developers to enhance your PPC campaigns with scripts, as well as to use expensive SaaS solutions. By setting up automated rules in Google AdWords, you can automatically make changes in your account according to your own set of conditions, such as ad status, budget, and bids.
The fully customised AdWords Automated Rules menu looks as follows:
Note: you can also create different conditions and set the frequency of email notifications.
4. Automated Ad Testing
You need to test your ads to determine which of them attracts the users’ attention better. As a rule, a significant increase in the clickthrough rate (CTR) of ads allows marketing specialists to cut the cost per click up by 1.5 times gradually. This is especially effective for the dynamic retargeting.
However, A/B testing requires as much data as possible. With each new ad campaign, PPC specialists have to deal with a large number of customisable parameters:
- ad text
- ad schedule
- devices, etc.
It’s pretty easy to get into a muddle in deciding on which sequence these parameters should be configured to match for your advertising snippet maximally. However, this process can also be streamlined with the help of different tools, such as AdBasis. AdBasis makes it possible to fully automate the ad testing process. Along with other features, it also enables you to segment your campaigns for different indicators and to compare the key metrics.
5. Reporting Automation
Analytics is a logical and feasible step in automating PPC ads. By setting up automatic monthly reporting in Google AdWords or other PPC platforms, you will be able to easily measure the key performance indicators that will give you a holistic view of your advertising campaigns.
A deeper analysis of your metrics can be performed with such tools as Optmyzr, which also allows you to adjust bids and set up display time for your ads.
The Optmyzr interface integrates a number of additional options that are not available in AdWords and other PPC platforms, including heat maps, keyword clouds, and cause trees. You can also simulate the indicators and monitor the campaign performance metrics such as account quality score, improve a quality score, and monitor the quality score.
Automating business processes, and in particular, automating the management of your PPC campaigns can help you save not only money. This also enables you to optimise the time it usually takes to perform the same routine activities or to set up campaigns manually. By adopting some of the above solutions, you’ll be able to focus on more essential tasks, such as scaling and developing your business. Keep in mind that even after the automation, you will still need to look for alternative ways to promote your business online.