3 Tips to Get The Most Out Of Google Ads Automation

By:  Bilal Kamal          Topic:  3 Tips to Get The Most Out Of Google Ads Automation

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For PPC, machine learning and automation can seem pretty scary. These technological advances can lead to the end of human campaigns, which favor robots that have no adaptability to expand their campaigns and have no "human touch" at all.

Much of this fear comes from the inevitable lack of control that delegates work to machines. As digital marketers live for control, they are bothered by not having the ability to tailor queries to the bidding process, original processes, or carefully crafted campaigns. It doesn't have to be terrible either. Digital marketers can provide more than just control over the bidding and search term matching processes. We can provide a strategic plan, and automation can help.

As automation advances and becomes more important for running successful campaigns, delegating work to the system should not detract from its value. It opens up our mental bandwidth to face bigger challenges and focus on strategic challenges. Currently, we are sharing three workflows where testing can leverage automation to build trust in machine learning.

1. Try smart bidding in one or more campaigns.

Smart bidding was exclusively large budget luxury. Adjusting the amount of data ad networks required intelligent bid adjustments for everyone with less than 100 conversions in 30 days. Thankfully they have evolved and now they can support their campaigns once they've trusted conversion tracking. However, many advertisers are quite tired of not burning in the past and wanting to try again.

         Based on 3200 customer account data for July 2019.

  Based on 3200 customer account data for July 2019.

In these cases, in most cases, we incorrectly assumed that all smart bidding solutions would provide volume and value with the same strategy.

It's important to know the advantages and disadvantages of each Google Ads automated bidding strategy. Once you understand it, you can determine what works best for your campaign. If this is your first time using a bid strategy, use a conservative goal for CPA / ROAS or set a bid limit that reflects your budget-to-budget ratio (bid should not exceed 10% of your daily spend).

2.  Responsive advertising testing

When all the responsive ads came out we all cried foul. rights?

We recognize that not everyone is a copywriter, and we display average ads when necessary. But responsive advertising requires human input. If the creative is bad, no one else can blame it.

Responsive ads are designed to run A / B tests and allow you to serve 7 ads in an ad group, then focus on finding the right creative instead of frustrating when only 1 or 2 ads are served.

It is advisable to adopt the best practices of one responsive search ad (RSA) and two expanded text ads (ETA) per quarter. The ETA acts as a bodyguard for the brand, and you can find messages that drive more engagement through RSA.

3. Apply similar variations 

After finding what appears in the search terms report, I was a variation variant lover. Google / Microsoft often offers keywords that can be accessed with discounted keywords. Instead of using ultra-fine structures, test if the variant can access SERP (especially if it represents a cost-effective CPC).

 

 You can move away from variant bidding and the corresponding ad / landing page operations and focus on the actual and investment value of your customers. Also, because you can't fully protect against similar variations (except 10K per), the fight against close variant matches will be endless and useless.