Marketing automation is a way to aid in the task of managing both marketing analytics and sales. It can be used for lead generation, customer support, segmentation and many other uses. Whether you’re just starting out or want to take your existing business further with more efficient tools – here are some key steps towards getting started in PPC automation.
Marketers and organizations will increasingly use automation in 2020, since it provides simplified, efficient methods to do operations that would otherwise take a large amount of time. This is especially true in the field of paid marketing, where creating effective campaigns involves extensive and often laborious research.
Fortunately, using PPC automation solutions makes optimizing your ad campaigns a lot simpler, resulting in increased traffic and conversions. These technologies enable you to increase sales by using valuable data, modern technology, and AI and machine learning.
Matthew Soakell said it just perfectly:
Everything has been automated to the maximum degree feasible. Everything is moving at a breakneck pace. The PPC sector is changing at a breakneck pace. All PPC experts should be able to comprehend this. You will not be a competent expert if you are unable to adjust to changes in a certain sector. It is critical to adjust quickly to changes.
According to a recent Hanapin research, 52 percent of marketers say AI and machine learning help them get more done in less time. This pattern will only continue in the near future.
We’ll go through how to utilize PPC automation to expand your company and optimize your campaigns in this article, and we’ll walk you through the process step by step.
PPC automation is all about making the most of your time and resources by delegating dull, repetitive, or time-consuming chores so you can concentrate on your overall campaigns and marketing plan.
This is critical for both busy advertising and small company marketers.
There are five major advantages of using PPC automation:
Bid management takes a lot of time since it’s a continuous, hands-on process. If done correctly, PPC automation may handle your bidding for you, generally with a higher degree of precision and profitability. Our PPC automation solution optimizes your campaigns and bidding strategy using complicated, professional algorithms.
It takes a long time to write attractive ad text and match it with the appropriate advertising channels. This is especially true if you’re trying a huge number of different creatives. Automatic data-driven optimization, on the other hand, may help you concentrate on what’s working.
A/B testing should always be done for your PPC ads, but it takes a lot of time and effort. PPC automation systems that handle testing for you will assist you in optimizing your ads and replacing your best outcomes the following time around.
Third-party solutions make it simple to gather data that is often dispersed across numerous platforms and organize it so that you can extract even more meaningful information from it.
You’ll have more time to concentrate on top-level strategy and creative development to increase your outcomes when you’re not focused on dull operational activities that PPC automation can handle for you.
“In my workplace, we introduced smart bidding and other automated bidding strategies and found that even after just one month of testing, we were able to save every one of our account managers at least three hours a month on bid management tasks alone,” says Matthew Soakell, Senior PPC Trainer at Mabo Media. This figure is considerably greater now that these techniques have been implemented out throughout the organization after the test phase. This frees up our employees’ time and energy to concentrate on things that need more human involvement, such as more customer meetings or Calls are made, or better account testing and innovation.”
Learn more about the advantages of PPC automation in our new Webinomy Academy course.
It’s clear why PPC automation may benefit businesses of all sizes, so let’s look at how you can utilize these technologies to boost targeted, relevant website traffic, leads, and sales.
With Google Ads becoming more complex, the number of automation solutions available out of the box was destined to grow.
Both Google Ads and Microsoft Ads allow you to automate your campaigns. The following are some of its inbuilt automation features:
The following native automation tools are available in Google Display and Video ads:
Other platforms, such as Facebook and Instagram Ads, provide automated solutions as well (which can be accessed through the Facebook Ads manager). Similar capabilities may be found in other social media ad systems.
You may use automated PPC solutions that are presently on the market in addition to native automation capabilities. Traffic Jet, for example, is an excellent example of a program that has a lot of functionality.
Traffic Jet is meant to simplify the process of creating, managing, and monitoring ads, enabling you to easily optimize campaigns for optimal performance.
You can send automatically-generated creatives to hundreds of premium traffic sources in seconds, providing you rapid access to platforms like Google, Amazon, Facebook, Bing, and many more. Based on your objectives and target audience, the tool will utilize machine learning and powerful algorithms to determine the most suitable platforms for you. This article and the video below demonstrate how it works.
It’s critical to set the correct goals for your advertising before you start automating your campaigns. These should be tailored to your particular company model and objectives.
There are two major goal categories:
Obtaining traffic. You’re trying to break into a new market, and you want to get some traction. You don’t want to put too much emphasis on conversions too soon, or you’ll lose leads, deplete your budget, and limit your potential. These initiatives are aimed at increasing impression sharing, interaction, and brand exposure.
- The process of generating leads. When you’re ready to start acquiring leads and consumers, you’re ready to start converting them. Focusing on impression sharing or awareness is the last thing you want to do since it should have already been done and might squander your ad budget. Instead, concentrate on sales, lead generation, and other direct-action objectives.
Navah Hopkins’ statement pretty much puts it up perfectly:
“I typically relate campaigns to bosses, ad groups/ad sets to managers, and keywords/targets to workers,” says Navah Hopkins, Director of Paid Media at Hennessey Digital and Webinomy Academy Professor. Employees will be fighting for more money, and ad groups/ad sets, as empowered leaders, will push for a budget for their team.”
PPC Automation Course with Navah Hopkinks teaches you how to create the proper PPC targets.
It’s critical to prioritize various initiatives and distribute your cash properly when you choose your goals and set up your campaigns. For marketers, this might be daunting, but the good news is that automation solutions can assist. Our own CPC Map is one tool that might help you determine average CPCs in your sector for search advertisements.
The Traffic Jet calculator may also assist you with this, taking into consideration your goals and industry to help you calculate a budget for a particular campaign.
If you want to utilize PPC automation technologies to improve your campaigns, you must assist it in gathering the data it requires. As a result, conversion data is the most potent fuel you can give ad networks. Take some time to set up precise conversion monitoring for each platform you’ll be utilizing before you begin.
Remember that there are a variety of conversions you may optimize for and measure, including the following:
Calls are made
Completed lead forms
The duration of a visit to a website.
A video that has been completely viewed
An order that has been fulfilled
Customized interactions, including site messages
Certain sorts of conversions are more reliable than others, and being able to tell the difference will be crucial.
“Look for the amount of conversions to clicks,” says Navah Hopkins, Director of Paid Media at Hennessey Digital and Webinomy Academy Professor. In certain businesses, it’s normal to expect a customer to click 10 times before converting, particularly in high-value industries such as car or travel. Many companies, on the other hand, want a one-click-to-one-conversion ratio.”
In Navah Hopkinks’ PPC Automation Course, you’ll learn more about dependable conversions.
This is due to a number of factors.
You may wish to keep account of every action you perform, but keep in mind that you are unlikely to value all activities equally. Your conversion metrics may be distorted if you value “views video” the same as “booking a consultation call.” As a result, automated technologies may begin to prioritize lower-value consumers.
You also don’t want to wind up with a phony (and misleading) low cost per acquisition. This may easily happen if you allow for double, triple, or even quadruple conversion counts, causing havoc on your algorithms and data.
“It should be evident now that if you don’t know the exact value of your conversions, you’ll struggle to run a lucrative Google Ads campaign,” says Rob Watson, founder of Freewheeling. For example, a client’s Reset Your Password email accounts for 15% of their income on one Google Analytics account with whom I’ve worked.”
Google’s smart campaigns allow native automation for paid search advertisements for eligible Google Ads accounts, and each automated campaign type has its own set of advantages and disadvantages to consider. Let’s take a look at smart campaigns specifically.
Google developed Smart Campaigns, an automated advertising solution, to assist small companies promote on its platform. When consumers in your target areas search for comparable keyword words, they’ll see your ad across Google’s many in-network platforms.
Smart campaigns may be divided into three categories:
A clever search campaign. These advertisements will appear as a consequence of search results and will solely display text-only adverts to users.
Campaign to encourage smart purchasing. When relevant individuals type in your target keywords, ads will display, and you’ll have the option of showing them particular goods that you’re pushing in the Google Shopping tab.
- A clever ad campaign. These campaigns employ dynamic prospecting to show your ad to people who are most likely to convert, as well as automated targeting and bidding to reach your target audience on the display network.
Smart search campaigns are an effective automation tool, but they have their limitations. Navah Hopkins summed it up well when she said:
Most companies will go beyond smart search when they either develop to the point where they can afford a practitioner or become dissatisfied with their ad spend’s lack of return.
You may utilize Google Ads automation and Facebook Ads automation to enhance your ad wording and creatives, which is a huge benefit.
If you want to accomplish any of your marketing objectives, including visitor acquisition and lead generation, you’ll need winning ad text and creatives. Ad content will persuade viewers to convert, while visuals will assist in selling the goods and capturing customer attention. When it comes to paid search, display, and social advertisements, it’s critical to make sure your creatives are aligned with the user’s goal.
Here are two essential approaches to include automation into your copywriting and creative development process that we recommend:
For each campaign, do a split test on several creatives. This provides you with invaluable insight on what your target audience reacts to. Create at least five original headlines and descriptions for display and social advertising, as well as at least five pictures or videos. Utilize automation tools to determine what works best and adjust your strategy appropriately.
- Create your adverts with the help of automation. Traffic Jet can also help in the creative process. You may submit numerous versions of ad content and creatives for them to utilize, but this tool can also harvest metadata, text, pictures, and even keywords from your landing page and use them to generate its own campaigns for testing.
“One of the things that made Traffic Jet a no-brainer to test was the automatically created creatives,” says Emanuel Cinca, founder of Stacked Marketer. Coming up with strong creatives, which might be the most challenging and unpredictable component of establishing a campaign, was quickly automated. Of course, your ideas may occasionally be superior, but this will serve as a solid standard for you to compare yourself against, and it just takes one click.”
Matching the correct advertisements to the right clients is at the core of internet advertising. Not only for the keywords, but for everything else, this requires extensive study and preparation. Your campaigns may rapidly go off the tracks if your bid isn’t on target.
If your offer is too high, you risk squandering too much of your marketing budget and needlessly raising your acquisition expenses. However, if it’s too low, you’ll lose out on placements and high-value consumers.
For this reason, automated bidding might be a valuable feature. It may assist you in determining the precise offer you should use in order to optimize your results at a low cost.
Automated bidding techniques come in a variety of shapes and sizes. Let’s take a look at each one.
The aim is to obtain as many clicks as possible while staying within the budget you’ve established. Quantity may sometimes take precedence over quality.
This translates to:
While the Maximize Clicks option has certain drawbacks, it has a lot of applications. It may work in your advantage if you’re wanting to attract a huge volume of traffic to your site and have a strong negative keyword list.
There’s also a pro tip from Navah Hopkins to remember if you use this strategy:
My preferred way to utilize Max clicks is to establish a bid limit of 10% of the daily budget.
In Navah Hopkins’ PPC Automation Course, you’ll learn more about automated bidding tactics.
Maximizing conversions means the platform will aim to make the most of your money by generating as many conversions as feasible.
To employ this bidding technique, you’ll need adequate data in your account as well as conversion tracking enabled so that the platform can properly optimize for this purpose.
It’s worth noting that conversions are to be maximized in number rather than conversion value or cost. This might be a smart alternative if you’re looking to grow rapidly and your conversions are roughly equivalent in value.
To be effective, the maximum conversions method requires the following:
Conversions that are accurate and monitor useful activities. (We discussed this in the last section.)
Branded phrases that are kept to themselves in their own campaign and used as a descriptor everywhere else.
True readiness to pay a little premium for individual conversions in order to increase volume.
The emphasis is still on conversions, but you have some control over how much those conversions should cost. These bids are designed to generate as many conversions as possible, but only at the CPA you’ve set.
This may work effectively for marketers that have a good concept of what a realistic CPA is in their sector and for their company (preferably with facts to back it up). If you’re searching for a “maintenance mode” option, this is a good method to use.
To be effective, the target CPA approach needs the following:
At least 30 days of consistent marketing conversion performance. This isn’t a Google requirement, but it will help you achieve optimum performance.
A single strategic goal every campaign, with auction prices that are tightly spaced.
A reasonable CPA goal.
To understand more about the various types of automated bidding, go to Google’s webpage.
Machine learning and artificial intelligence are used in most PPC automation products. As a result, they usually take a long time to acquire statistical significance in terms of performance. This simply implies that automation technologies will go through a learning curve in which they collect data for your company and learn how to interpret it the best way possible.
During the learning stage, both ad networks and PPC tools would likely examine numerous distinct factors:
Who is clicking on your advertisements, and are they worth the money you spent on marketing to acquire those clicks?
What are the most effective locations, time windows, and devices for your campaigns?
What kind of creatives, content, and keyword targeting are producing the best results, and which ones should be retired?
It’s unrealistic to expect to begin an ad campaign and evaluate if it was successful in a couple of days. One month is the suggested marketing period. Allow your PPC automation tools and campaigns to settle in before making any major choices.
“During the learning time, you should not anticipate the same KPIs as you would from a proven campaign,” says Navah Hopkins, Director of Paid Media at Hennessey Digital and Webinomy Academy Professor. Your campaigns, like a kid, need a parent to teach them appropriate conduct. The campaign will learn what actions are acceptable as it collects data. Allow your campaign to acquire the data it needs to develop large and powerful.”
This is something we’ve heard from a number of our customers, including one who just shared their achievement with us. Our client, an interior design firm, ran a 30-day automated traffic acquisition campaign that resulted in over 60,000 views to their site, 560 leads, and 312 in-person meetings, all of which resulted in conversions.
Keep in mind that automation does not imply “set it and forget it.” Keep in mind that although automation is really helpful, it doesn’t imply you should completely ignore your campaigns.
PPC automation, which includes both Google Ads and Facebook Ads automation, may save you time and effort, but it should never be allowed to make strategic decisions for you. This is something that PPC managers should keep in mind.
Automation, on the other hand, should be utilized to assist you improve and optimize your efforts. Automated systems like Traffic Jet may help with this by giving actionable data that makes campaign monitoring and analysis much simpler, but you’ll still need to adjust your budget, optimize your creatives, and set appropriate targets.
Automation is a big benefit in general, but for busy marketers that have a lot of work on their plates on a daily basis, it may be a game changer. While enhancing performance, automation may help them free up time to concentrate on other mission-critical aspects of marketing and operating their organization.
Matthew Soakell put it this way:
“Perhaps it’s time to embrace automation rather than dread it.”
Are you ready to take your pay-per-click campaigns to the next level? Sign up for a free trial of Traffic Jet now!
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Frequently Asked Questions
How do I start my own PPC business?
A: You must have a lot of experience and education on your hand, in addition to having the right skillset. PPC is not just launching campaigns with little work or setup- it requires a great deal of thought, research, planning and execution.
How do you create a PPC strategy?
A: A preemptive pause cost is a strategy that involves pausing the game in order to avoid taking damage when you know your opponent will attack. This prevents them from achieving any kind of combo.
How PPC can help your business?
A: PPC advertising is an online marketing technique that helps businesses reach their target audience at a lower cost than traditional media. It stands for pay per click and the concept of this type of advertisement is similar to Google Adwords where advertisers bid on keywords they want to be associated with so when someone searches those terms, their ad will show up in front of them without having to pay extra money.