PPC Automation: 5 Tips to Improve Ad Performance
Pay-per-click (PPC) Ad Automation helps marketers to do more with less, by simplifying and automating some of the tasks associated with PPC campaigns.
Here are a few PPC ad automation tips that can help marketers achieve their goals.
PPC Ad Automation Tip 1: Automate Ad Copy
Google AdWords offers a number of ways to automate your ad content, especially for bigger accounts.
- Dynamic search ads allow you to use your website content to generate targeted ads
- The "IF” function allows you to display a specific message if conditions are met, and another message if the conditions are not met.
- Ads can also be generated based on data feed that uses AdWords Scripts.
PPC Ad Automation Tip 2: Automate Campaign Scheduling
Being an auto dealer, you would be aware of the peak seasons in your market. By tracking your conversion data, you will know the days and hours that deliver higher conversions.
Utilize this data to schedule your campaigns. This helps to deliver improved PPC ad results and more conversions.
PPC Ad Automation Tip 3: Automate Bid Management
Bidding is a time-consuming process that can also be automated. The basic automated bidding process helps with respect to campaigns, keywords, or ad groups. The advanced automated bidding depends on the time of day, location, device, language, remarketing list, and operating system.
Target return-on-ad-spend (ROAS), Target CPA bidding, Enhanced CPC, and Max Conversions are the smart bidding features of Google AdWords.
PPC Ad Automation Tip 4: Automate Account Alerts
If you have multiple PPC ads running simultaneously, an account manager alone can’t take care of all the campaigns. This is where automation is proves to be helpful.
Google’s Account Anomaly Detector scans the performance of your PPC ads on an hourly or daily basis.
If there is any variation beyond a particular percentage, then the Account Anomaly Detector will trigger an email. You can log in to your account, check for variations, and resolve the issue.
PPC Ad Automation Tip 5: Automate PPC Reports
PPC reports can be automatically generated in Google sheets, which help your PPC ad managers to share the data with the team and plan for the next steps. These reports can be periodically retrieved and maintained to track your PPC campaign performance.
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