You will find more rule-based tactics to bidding but they’re somewhat restricted both in control and at the fact that they cannot make the most of the more target-oriented bidding strategies (known as Smart Bidding) which bid per query (based on all of the context of the query, such as user background, browser, location etc.).
I am the Head of Account Management at ESV Digital, and we have always employed automation in a number of ways so we are no strangers to letting computer power take the reins.
To simplify your decision on which choice for bidding to go for, look at the data amounts in your account. When it’s dealing with many countless conversions per day, you are likely going to see a pretty good performance with Smart Bidding. If you are talking a couple hundred or less daily, you’re going to need to place it upon just the highest-converting parts and generally, the rules will work better.
However, Google, in particular, have been investing massive sums in machine learning so as to reduce marketers’ reliance on human direction of campaigns.
What’s great about automation?
There are currently two broad types of automation right now:
- Bid automation, which is designed to assist you achieve a particular goal for your own campaigns.
- Content and keyword creation (e.g. ad messaging, extensions etc.), which may help you show your ads to the right audience.
Whilst we are in this hybrid platform (a little like where we are at with self-driving cars) it pays not to completely reject automation.
Below are a few ways you may get automation to play nice and also to drive your KPIs in a controlled and accountable way. Discover how to automate to achievement in PPC.
If you are dealing with mainly Broad traffic, attempt first to get it to bulk Exact traffic. This will ensure less can go wrong.
- Get unwanted keywords in place to decrease the likelihood of an explosion of useless traffic when bidding commences.
The reason is Smart Bidding is completely algorithm-based, which needs information. The less information, the less the less precise. So scale is extremely important whether the algorithms are going to do the ideal thing more frequently than not.
Since the major goal of Paid Search (like all marketing) would be to communicate and convince humans to select a business, manual direction is not likely to disappear entirely.
The simplest and most insecure element is the bidding automation. It is simple because in Google Ads it boils down to only establishing a performance goal and seeing what happens. The risk is in the fact that…you merely specify a performance goal and see what happens!
Also, with the slow takeover of Google Ads’ new UI, some heritage bid principles setups will be altered or eliminated. So becoming accustomed to the more AI-style automation will probably be significant in the forthcoming months.
Screenshot obtained by the author from Google Ads.
Howeverwe always monitor the effect on performance as well as the decisions made by our silicon-hearted pals.
Below are a few ways you can get automation to perform nice and to driving your KPIs in a controlled and accountable way. This ought to serve as a good introduction to this subject and we hope it’s going to be very helpful when handling your PPC campaigns.
The advent of Google Ads scripts allows the more code-loving amongst individuals to actually automate creative in almost any way you like but most consumers will restrict themselves to using Google Sheets to populate ad copy with Countdowns and Ad Customizers.
This automation segment comes in various tastes and purposes. The major examples of automation you have tangible influence over are:
Amazon’s search advertising business is on course to generate over $10 billion in advertising revenues during the following year, according to their Q3 earnings report. What exactly does that mean for Facebook and Google, and what exactly does Amazon need to get right in order to succeed best?
7 expert strategies on Amazon Advertising, and also the way to use AMS and natural impressions to get your brand seen.