2019 is the year that the PPC professional has to move over and make room for PPC automation. While it is easy to consider PPC automation the enemy, the biggest opportunity is in learning how to utilize PPC automation for use in tandem with your own expertise on your future campaigns to maximize your efficiency across all platforms and ensure that you are doing the work that requires your expertise, not simply clicking the required buttons.
So, how can you work side-by-side with service automation software to improve your campaign results? Read on to learn how.
Stop Manually Managing Your Bids
Most PPC professionals would agree that one of the top things they would like to spend less time doing is manually managing their bids. The last thing you want to be doing when you have a hundred inquiries from potential leads about digital marketing help they need is to be stuck trying to manage and track all your different accounts. Instead, why not let service automation software take care of the stuff that should be automated anyway? Your time is precious, and you shouldn’t be doing tasks software can easily take care of for you.
Employ Smart Bidding Strategies
Google has a number of smart bidding strategies available which fine-tunes bids based on real-time triggers such as a person’s device, location, language, transaction time, operating system, and your remarketing list. You can target CPA (cost-per-acquisition) bidding, ROAS (return-on-ad-spend) to increase your conversion rates, maximize your CPC (cost-per-click), and target “max conversions”, which is exactly what it sounds like (it aims for maximum conversions to optimize your CPC bid).
Get 24/7 Eyes on Your Accounts
No PPC professional has eyes on their accounts at all times – it’s physically impossible, which is why service automation software is a great way to outsource this necessity without paying another human half-way around the world to do it for you. Google has an Adwords Script called “Account Anomaly Detector”, which will scan through your account’s performance on an hourly or daily basis, so instead of constantly finding times throughout the day to check up on how they’re doing, you can assume all is fine unless you get an email notification telling you otherwise. This way, you can react and correct course and leave the rest up to the autopilot, instead of having to be behind the steering wheel the whole way.
Trust Automated Ad Copy
If you’re a PPC professional who has relied on their own copywriting skills for years, the idea of giving any control over to an automation service may make you feel a little sick. However, once you are managing bulk accounts, writing each individual PPC ad becomes tedious and time-consuming. Is it vital? Well, it was.
Now, however, you can work with automated copy which generates and targets ads in accordance with your site content via DSAs (dynamic search ads). You can also use Adwords Scripts which will generate ads based on your data feeds.
Glance at Automated PPC Reports
No one can deny how much easier life is when you have one singular generated report, which not only allows you to monitor and analyze your PPC account results, but also makes it easy for you to pass on the results to your clients in a way that they can quickly understand. These reports are generated on Google Analytics on a user-friendly dashboard and syncs with Google Sheets for data retrieval, so if you already rely heavily on Google services you won’t find it difficult at all to move into PPC automation.
Though we would all like to think we are the only reason our PPC campaigns succeed (and we are the key reason they do), we cannot deny the fact that as automation spreads into every aspect of our daily lives the results in optimum efficiency, and if we learn to embrace it we will see improved results for our own campaigns and those of our clients.