Here are some ways you can get automation to play nice and to drive your KPIs in a controlled and accountable way. Learn how to automate yourself to success in PPC. Since the main purpose of Paid Search (like all marketing) is to communicate and persuade humans to choose a business, manual management is unlikely to disappear entirely. However, Google, in particular, have been investing massive sums in machine learning so as to reduce marketers’ reliance on human management of campaigns. Whilst we’re in this hybrid stage (a little like where we’re at with self-driving cars) it pays to not entirely reject automation. Also, with the gradual takeover of Google Ads’ new UI, some legacy bid rules setups will be changed or removed. So getting accustomed to the more AI-style automation will be important in the coming months. Here are some ways you can get automation to play nice and to driving your KPIs in a controlled and accountable way. What’s great about automation?I am the Head of Account Management at ESV Digital, and we have always employed automation in a number of ways so we’re no strangers to letting computer power take the reins. However, we always monitor the effect on performance and the decisions made by our silicon-hearted friends. There are currently two broad types of automation right now:
BiddingScreenshot taken by the author from Google Ads. The simplest and also most risky element is the bid automation. It’s simple because in Google Ads it boils down to simply setting a performance target and seeing what happens. The risk is in the fact that…you merely set a performance target and see what happens! There are more rule-based ways to bid but they are somewhat limited both in control and in the fact that they cannot take advantage of the more target-oriented bidding schemes (called Smart Bidding) which bid per query (based on all the context of that query, such as user history, browser, location etc.). To simplify your decision on which option for bidding to go for, look at the data levels in your account. If it’s dealing with many hundreds of conversions per day, you’re likely going to see a pretty good performance with Smart Bidding. If you’re talking a couple hundred or less per day, you’re going to need to set it on only the highest-converting parts and generally, the rules will work better. The reason is Smart Bidding is entirely algorithm-based, which needs data. The less data, the less accurate. So scale is extremely important if the algorithms are going to do the right thing more often than not. Do:
Don’t:
Content creationScreenshot taken by the author from Google Ads. This automation segment comes in a variety of flavors and purposes. The major examples of automation you have tangible influence over are:
Other elements that are not really in your hands include:
The advent of Google Ads scripts allows the more code-loving amongst us to really automate creative in almost any way you like but most users will limit themselves to using Google Sheets to populate ad copy with Countdowns and Ad Customizers.
Screenshot taken by the author from Google Ads. Do:
Don’t:
This should serve as a good introduction to this subject and we hope it will be very helpful when managing your PPC campaigns. Steve Plimmer is the Head of Account Management US at ESV Digital. The post How to automate yourself to success in PPC appeared first on Search Engine Watch. from https://searchenginewatch.com/2019/01/15/automate-success-PPC/117619/
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AuthorPleasure to introduce my self i am Sean Webb i am 27 years old from Manchester, UK.I am doing affiliate marketing and have spend lots of time learning how to rank easy to medium competition keywords. I have recently started PPL and Video Marketing and learning more about it. ArchivesNo Archives Categories |