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[1] (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[2] 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[3], 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:
- Bid automation[4], which is designed to help you achieve a specific goal for your campaigns.
- Content and keyword creation[5] (e.g. ad messaging, extensions etc.), which can help you show your ads to the right audience. Your keywords should match the terms your potential customers would use to search for