Automation is a common practice for PPC marketers in 2022, as it offers more streamlined and efficient ways to complete tasks that would otherwise be very time-consuming.
In the world of PPC marketing, we can use automation tools to simplify the process of campaign optimisation; driving maximum traffic and boosting conversions.
PPC automation tools are there to help you to leverage data and advanced technology to meet your business objectives. So, let’s take a closer look at how to get started with automation, and how it can grow your brand and improve your paid campaigns.
What are the key benefits of PPC automation?
PPC automation means avoiding repetitive or time-consuming tasks, so that you can focus on marketing strategy. For marketers and small businesses, PPC automation (with a human approach!) is crucial.
1. Save time when it comes to bid management
Bid management is a hands-on and time-consuming task, but luckily, PPC automation tools can manage a lot of this for you. Automated bidding can also help to ensure your bidding strategies have a greater degree of accuracy and profitability, by using complex algorithms to optimise campaigns.
2. Instantly optimise ad creatives
Generating creatives, such as compelling ad copy is a key aspect of PPC, but it can take a significant amount of time to do this properly. If you are running multiple campaigns or testing a large number of creatives, automation based on data can help you to focus on what’s working and what’s not when it comes to your creatives.
3. Take advantage of A/B testing
A/B testing is a crucial part of any PPC campaign, but this can take a lot of time, and a lot of resources. Again, PPC automation tools can help tackle this testing and optimise campaigns based on performance.
4. Have more time to focus on PPC strategy
Those repetitive tasks can take up a lot of time, but with advanced PPC automation, you’ll have much more free time to focus on your top-level strategy and creatives.
Getting started with PPC automation
We know that PPC automation is very beneficial for brands of all sizes, so, let’s dive into how you can use these tools to increase site traffic and drive more valuable users to your ads.
1. Set PPC objectives to meet your business goals
Choosing the right objectives is essential before beginning to automate a campaign. Your objectives should be based on your business model and goals, which could be two of the following:
- Traffic acquisition
- Lead generation
2. Traffic acquisition
Traffic acquisition is the process of attracting visitors to your site, mobile or any digital asset. If you’re aiming to break into a new market/category and looking to build traction, you’ll need to focus on target impression share, engagement and brand awareness marketing objectives.
3. Lead generation
Lead generation is the process of identifying potential customers for a business’s product or service. Once your goal is acquiring leads and customers, you’ll be shifting focus more towards conversions. To avoid wasting ad spend, this is the right time to focus on sales and direct-action objectives.
PPC automation allows digital marketers to control their ad campaigns with different objectives, without spending hours and hours updating scope, timing, and targeting.
4. Explore different automation options
As Google Ads has become developed and become more sophisticated, more automation options have become available to PPC marketers. Both Google and Microsoft support automation and offer their own tools and features. But, it is also worth considering that plenty of other platforms offer automated solutions too, including Instagram and Facebook Ads.
We also recommend Data Studio; a free digital marketing tool that can turn your PPC data into more informative, easy to read and share, and fully customisable dashboards and reports.
5. Automate your PPC ad copy and creatives
Strong ad copy and creatives are important if you want to achieve your marketing objectives (both traffic acquisition and lead generation). Ad copy is used to encourage users to make a purchase or another conversion. This means it is essential to ensure that any PPC creatives are aligned with your target users objective – which is where PPC automation tools can help.
We’ve highlighted two key ways to incorporate automation into your ad copy and creative process:
- Perform a split test on multiple creatives for each PPC campaign: When it comes to perfecting your PPC ad copy, testing is essential. Using a PPC automation tool can provide you with valuable information on your audience and what they are responding to. This can work by creating multiple unique headlines and descriptions for your ads, and using an automation tool to assess what is getting the best response and what needs some optimisation.
- Use automation to initially create your ads: You may want to consider an automation tool to create your ad copy. For example, some tools allow you to upload multiple variations that can be used to create ads. Plus, advanced tools can be used to extract text, images and metadata from a landing page to create a campaign.
Get in touch
Automation is a valuable, and essential asset for digital marketers in general, but it is a huge game changer for busy PPC marketers and smaller businesses with little time on their hands.
Automation can help free up time to focus on crucial strategies to boost performance in the long term. If you need help getting started with your PPC campaign and maximising the potential of new advanced PPC automation tools, get in touch.