Search engine marketing is always evolving. As search engines like Google introduce new tools and features, digital marketers need to change and adapt their PPC strategies. The constant changes to the rules make it challenging to keep up. To be relevant, marketers have to develop new ways of approaching search marketing continuously.
Due to these changes, there has been an increased interest in PPC automation technology. PPC automation can help advertisers follow the future of paid search marketing without having to continually reinvent their strategy. By using PPC automation, you can generate better conversions, optimize your ads, and capture the right traffic by using the data you already have.
What Exactly Is PPC Automation?
PPC automation uses technology and machine learning to optimize your SEM efforts. Due to the volume of networks and platforms available, managing paid advertising campaigns manually has become a near-impossible task. This is why PPC automation tools have become crucial in assisting brands to scale their digital media efforts.
By using PPC automation to handle standard tasks, marketers can free up time to focus on strategizing and other internal processes. Implementing PPC automation into your workflow can help with the following:
- Bid Management
PPC automation can manage the time-consuming task of bidding for you. Because of the technical nature of bidding, automating the process creates a higher degree of accuracy and profitability.
- Ad Creative and Copy
You can use automation to help with large ad groups and campaigns. Automation can optimize your ad copy based on data feeds, IF statements and website copy.
Automation can generate insights that will assist you when making strategic decisions without having to sort through vast amounts of data manually.
Paid Search Automation: Pros and Cons
Paid search automation can showcase your products to new customers. It can also introduce your best content to a broader audience. It can be an asset to your marketing strategy by helping to achieve your marketing business goals. But as more and businesses invest in PPC automation technology, it’s worth taking a deep dive into the pros and cons of PPC automation too.
- Paid search automation enables you to reach a larger audience. Search engine process billions of searches every day. So PPC automation allows you to access users across the globe from the data that it’s cultivated.
- Paid search automation creates immediate visibility. When searching for a specified term (set by you), internet users will see your business at the top of their search results page.
- If you’re using paid adverts to increase traffic, you can maximize the effect of your PPC campaign by integrating search automation into it.
- Paid search automation gives you complete control of every aspect of your paid ad management strategy. This includes how much you bid, how long the campaign runs, which keywords to target, and the campaign cost.
- To maximize ROI, you need to track the results of your campaigns and strategies effectively. Paid search automation allows you to track your results in real-time. This will enable you to measure and improve your performance as needed.
- Although automation dramatically improves visibility, this doesn’t always guarantee conversion. Your adverts still have to be optimized to grab users’ attention and compel them to click.
- Automation requires attention to detail during the initial set-up. Make sure your keywords and adverts are customized to target your desired audience. Then set up your automation process accordingly.
- Every aspect of digital marketing comes with a certain amount of risk. So even after incorporating paid search automation, people may still ignore your adverts.
- PPC campaigns can be expensive. Even if you include automation, you’ll still be charged for each click.
- For PPC automation to work, you need to understand the basics. (But there’s always a digital marketing course available to help you with that.) First, you have to manually set up and manage effective ad campaigns that generate results. Only then will the automation features start to yield good results.