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Besides search engine optimization, Google Ads are the most effective way to leverage the search engine’s network for your marketing purposes. Besides paid search ads, there’s also the placement ad network to consider, helping spread your marketing message far and wide.
Few advertising platforms, if any, offer the same reach and visibility as Google. This means it can be a competitive platform to advertise on and working to make your ads compete can be tough. However, you don’t have to handle all the work yourself. That’s what PPC automation is. Here, we’re going to take a closer look at the benefits and why you should get started with it as soon as possible.
What are PPC automation software tools?
Managing and optimizing Google Ads campaigns means interacting with a variety of different features from the Google Ads account and interface. From adjusting your audiences, targeting and placement options to adjusting bids, there’s a lot of work that goes into making sure your campaigns run as effectively as possible.
PPC automation take over the work of the little adjustments and optimizations that can be quite time consuming but are not less important because of it. Whether running on pre-determined settings that you have put in place, such as bid range limits, or by using the data supplied constantly by the Google Ad networks, they can make sure your campaign bids and settings are always in the right ranges, and even take care of the tasks of setting up ad groups and keywords, so you can launch campaigns faster.
PPC automation software tools come in a wide variety, able to help with a range of tasks. We’re going to take a look at what they can do for you, as well as how you benefit from a little extra help.
The main types of PPC automation software tools
Simply put, PPC automation software tools will help you streamline your work on campaigns by taking care of a lot of the busy work for you. This automation can happen in a lot of ways, helping with various tasks, so here are a few examples of the main types of automation tools you can expect to find:
Account health tasks: You can identify trends and potential issues that are, showing you when your account is down, when billing issues arise, as well as when your account stops generating impressions, helping you quickly respond to languishing campaigns.
Search campaign automation: Automate the creation and launching of search ad campaigns from beginning to end, helping to structure Ad Groups and keywords and to automatically generate and send reports on campaign performance
Display network optimization: You can automate the placement of your shopping ads and remarketing ads on the Google display network. To do this, Google looks at the data from past successful conversions recently, using data on the customers to target sites that appeal to similar demographics and adjust the bidding naturally to give them a better chance of appearing.
Keyword analysis: Google Ads already offers some keyword generation features that can help you find keywords relevant to your URL or topic subject of choice. However, keyword generators with analysis features can help you see which keywords are most popular amongst your audience and where you’re likely to find the most competition, as well, helping you choose keywords which are more cost-effective to focus on.
App campaigns: Automatically market and position your Google Universal App campaigns to optimize mobile application installs, including automated billing to ensure the lowest cost-per-install while still remaining competitive.
Which tasks you choose to automate and which you choose to do yourself is entirely up to you. Some businesses with a limited budget, for instance, may not want to automate their bidding but to make sure they know exactly where they’re spending their money. Furthermore, some of the automation features mentioned above are free, already accessible in the Google Ads platform, while others are provided by third-party suppliers and often have to be paid for.
Saving time in managing and optimizing your campaigns
One of the biggest benefits in automating your campaigns is naturally the time that’s normally spent managing them and optimizing them yourself. Running a campaign can take a lot of time, especially on the busywork and admin that’s neither rewarding nor particularly demanding but is still important.
By automating more of your account tasks and Google Ad campaigns, not only are you getting results much more efficiently. You’re also spending less time on launching and reporting on campaigns since those are already done for you. This means that you and your team have much more time to focus on strategizing instead.
The PPC automation software tools available for Google will produce the same valuable data and reports that you would have to otherwise compile yourself, meaning you can get to the important work of seeing what works and what doesn’t all the sooner. As such, your Ads campaigns can be more reflexive and drive by better insights, helping them perform even better.
Saving staff costs of managing Google Ads campaigns
If you have an in-house marketing team, then you’re paying for their expertise with the platforms that they work on. This is especially true if you’re running a digital marketing agency. Not only do you save time by automating more of your Google Ads campaigns, but you’re also saving the money you would be paying them to do those operational tasks.
When you’re not spending on money on them doing tasks you can just as easily automate, you’re instead spending money on getting the most value from the insight and expertise they offer. Get the most out of your team by assigning them to the tasks that matter the most.
Keep yourself and your team happy by getting right of mind-numbing, repetitive tasks
You’re also likely to spend less on the costs of having to rehire your staff. Having an engaging, challenging workload makes a job satisfying, amongst other things. If your team spends the majority of their time drilling through search reports, clicking through individual ad groups to ensure they’re appropriately optimized, and negating keywords manually, they’re not going to be satisfied.
PPC automation software tools can help make the work of you and your team much more engaging by skipping the boring routines while ensuring that the necessary legwork of managing a campaign still gets done. As such, your team is going to be happier, able to devote more time and resources to the tasks that matter, and more likely to remain members of your team as a result.
Fix mistakes all the quicker
We all make mistakes. To err is human, after all. So, it’s likely some mistakes are going to be made when you’re setting up your campaign. From accidentally pausing campaigns to creating ads that lead to broken links, from spending through your budget to causing billing issues by switching an account without notifying Google. At best, these mistakes can have you spending money on absolutely nothing, at worst, they can stop every single one of your campaigns for days on end until it’s noticed.
Google automation tools are able to notice and address these mistakes far quicker than most human operators. If you have a broken link, you will be notified, and the campaign will be temporarily paused. If someone on your team pauses a campaign, their manager will get an alert to make sure that it was intentional. If you have a billing error, you’ll be prompted to update your details or address that billing option.
PPC automation software tools cannot stop you and your team from making those oh-so-human mistakes. They can, however, alert you to them and help you fix them all the quicker. They can also reduce the rate of mistakes overall. By entrusting more duties and tasks to automation tools, you’re reducing the margin for human error. Code doesn’t make mistakes, after all. If it’s built to run well, it will always run well.
Making managing your campaign easier
If you’re not a Google Ads expert, then coming face to face with the sheer level of options can be difficult. Learning them is important, but it can be difficult to do on the fly while you’re also trying to make your campaigns successful. While you should still learn how to optimize those campaigns, PPC automation software tools can carry a lot of the slack.
By automating many of the features of Google Ads, they can help even those who aren’t necessarily experts manage campaigns, taking care of important tasks you might not know to, and promising better results than a campaign managed by someone who doesn’t know to how optimize it as effectively as possible.
As a result, you have the space to focus on the parts of campaign management that you are good at, such as strategizing and research, and a little more time to learn how Google Ads works by watching those automation tools in action. They’re not just great helpers, they can sometimes be effective teachers, too.
Improve your account performance
If you don’t have the time, budget, or know-how that you need to thoroughly optimize your account and campaigns, then your results are going to suffer as a consequence. Even those with the expertise they need to create a great campaign aren’t able to watch them closely as much as they would like.
PPC automation software tools help by spotting what you don’t have the time or knowledge to correct, such as bids too low on cheap keywords or bids too high on poor converting ads, and automatically fix it for you. As such, by automating your campaigns, you’re likely to increase the overall performance of the account and the effectiveness of the campaigns.
Furthermore, automation tools can pick up trends in data that humans might not even think to check and make sure that those ads are targeted appropriately to get you conversions from sources you’ve never considered before. Even if you do have the time and the know-how, you don’t have the ability to sift through copious volumes of data to pluck out results that online a computer can.
Keep managing your campaign whatever you’re doing
Perhaps you’re snoozing in your bed after a hard day’s work. Perhaps you’re at a conference or a meeting, impressing potential clients. Perhaps you’re on the beach, sipping cocktails on a break. You don’t always have the time to work on your campaign and sometimes your team isn’t going to be there to back you up. However, that’s never the case for Google Automation Tools.
If you want to keep running campaigns even when you’re not available, that’s precisely what those automation tools will do for you. What’s more, they are at work 24/7. They’re optimizing your bids and switching up their audience targeting at a rate that humans simply cannot achieve. That’s a level of on-the-fly optimization that is simply impossible otherwise.
Is it time to get started with PPC automation software tools?
PPC automation software tools aren’t something to dismiss so easily. Not only do they save you time and the costs of labor that your team is putting into your campaigns, they can help make your campaigns all the more effective with round-the-clock optimization, quicker error corrections, and utilizing more data than humans would simply be able to look at. As such, you can spend your time on the other work that’s just as important, but much more engaging.