PPC Automation is a way to automate control of your PPC campaigns using code. Two very well known examples of this are Google Ads Scripts and the Adwords API. It allows you to create reports, update bidding, provide tools for analysis, as well as sending you alerts on the status of your campaign, along with many other features, and all on automatic pilot. As a result, automation is taking the center-stage of what is done by the top PPC specialists, with some experts labeling this (along with AI) as the future of marketing. All you have to do is to determine how each step of a complicated strategy can be executed then automate it afterwards.
1. Automate tedious, repetitive PPC tasks
Let the machines do the repetitive work. If you are doing some manual, repetitive tasks while managing PPC accounts, a script can probably do it too, and a lot faster. Machines are allowed to do the work they are best at (repetitive automated tasks), while humans concentrate on their strong points (e.g. creating ads, marketing strategy).
2. Improve account performance
One of the biggest limiting factors when managing PPC accounts is time. You just don’t have enough time to do every single optimization you know you have to do for the whole account. This applies specially for big accounts (the ones I am used to working with). In this situation you have to prioritize the campaigns and ad groups that bring you the best results right? What if you could let the machines do the optimization work, consistently, for all your accounts, campaigns and ad groups? That’s right, account performance overall would improve, thanks to consistency. The overall focus of PPC automation is to save time and improve campaign effectiveness.
3. Make fewer mistakes
We humans make mistakes, all the time. It happens to everyone and it happens even more when doing repetitive tasks for long hours. Tools like Adwords Editor can be helpful in doing some bulk changes, but it is still very limited in what it can do. You cannot program it to do “this” when “that” happens. You cannot even copy audiences from one account to another, even when the 2 accounts share the same audiences under one MCC. Here PPC automation comes to the rescue.
4. Make adjustments 24/7
Despite being fully dedicated to your PPC campaigns, our other commitments elsewhere stop us from being around 24/7. With PPC automation you can now work on your campaigns even while you are sleeping. That’s right, just program your optimization scripts to run every hour, all day, 7 days a week, and now your account is being optimized 24/7.
5. Focus more on strategy, less on reporting
With PPC Automation, you can create reports too. Everything you can do on a spreadsheet, you can do with PPC Automation. Better yet, once the reporting steps are set, the same reporting template can be replicated to all accounts.