Three Rules to Get the Best out of PPC Automation
Every so often, an innovation comes along that doesn’t just represent an improvement; it changes the rules completely. It makes the way in which we used to work look outdated, cumbersome, and ridiculous. Simply put, PPC automation technology is a significantly more efficient method of advertising online.
For now, the relative lack of market take up of automation technology (📣 95% of all invested budget is still not automated or optimized) means that the opportunities for growth are as unexploited as they are potent. But, as is always the case with state-of-the-art technology, there is a learning curve.
We want PPC automation to become as widespread as possible – in fact Spaceboost is making it as easy as possible – so we’re happy to share three wide-ranging rules to follow as you hand over repetitive, laborious, and manual tasks and expand the reach and efficiency of your marketing campaigns.
#1 Work towards your own goals
If you’re doing it right, this is the bottom-line value of PPC automation technology. Until recently, most Google Ads campaigns charged by clicks. This CPC model makes sense for Google, of course, but it is not always in the best interests of the advertiser. Automation technology allows you to translate how Google ranks ads in each auction into the end goals that make sense for you as an advertiser, whether that is Click Through Rate, Conversions, or Cost per Acquisition. Great!*
*Of course, an account manager is still going to need to be in charge of establishing what that objective is. The objectives you work towards need to be realistic, and they need to be kept up to date in order to reflect your business needs as your campaigns progress. For more information about how to accurately measure success, check our article about key metrics to watch while automating an ecommerce campaign.
#2 Keep an eye on your campaigns
There are lots of ways in which automation makes the work you do more effective. With the Spaceboost tool, for example, advertisers can be freed from repetitive, low-value maintenance to carry out high-value, strategic tasks and drive wider-reaching, more intelligent marketing. But it is crucial to understand that automation is not a like-for-like replacement for human intelligence.
Here are three risks to keep in mind:
- Don’t automate too much, too quickly. Any automation technology needs to learn from manual performance in order to function – that is the nature of machine learning! Progressive, intelligent, and custom smart bidding takes time, but trust us, it will be worth it.
- Don’t get out-automated. If a competitor is using a similar, but slightly superior optimizing strategy to you – it is not out of the realm of possibility that at every key moment you are going to miss out on the clicks that matter. So periodic revision of your newly automated campaigns is key.
- Don’t limit the data you can act on. The more you separate your campaign into segments, the more detail in which you can understand, measure, and act upon the results. For example, if your campaign is separated by location, product type, and Adgroup – you can react to the different performance for each situation. If not, you can’t!
#3 Learn, measure, react, adapt
Automation is not a magic wand. It is a tool, not a replacement for human-created strategy. By the same token, you don’t need to work in the same way you did before. While you no longer need to be constantly checking in on whether a keyword has gone rogue, being in the right auctions for the right keywords can be decisive, so make sure your plan is up to date.
Above all, don’t be afraid! Automation technology is the future, and now is the time to start. If you’re still unsure, here is a guide to three main tasks you can easily automate with Spaceboost’s technology.
And if you want to learn more about PPC automation and optimization – sign up for our own Spaceboost Academy, in which PPC experts take you through a series of video tutorials on the way to a specialized certification!