In the last few years, automation features in marketing have helped digital marketers and website owners save time and become more efficient in finding the right formulas for their online advertising campaigns.
Running successful Google ad campaigns not only means understanding a few basic principles and applying some good marketing practices when creating an ad, but also closely monitoring their performance and adjusting indicators along the way. This can be very time-consuming unless you take advantage of Google’s automated features, especially if you are managing several client accounts at once.
In this article, we will present the most important things to know about the main Google Ads automated processes.
Automated Smart Bidding Strategy
Choose the automated bidding strategy over the manual one when you’re creating ad campaigns, especially if you plan on using many keywords. Smart bidding is one of the most helpful features in Google Ads campaigns since it gives the task of adjusting the max CPC of each keyword to the Google Ad script, which uses machine learning for identifying the most relevant markers.
You won’t have to adjust bids yourself, but make sure you start on the right foot by choosing the proper bidding strategy for your goal. Google offers you ten major options to choose from, based on what you’re trying to achieve: from achieving your target CPA to maximizing your clicks.
Google Ads Script Features
If you know a little bit of coding or you are willing to learn, Google Ads script functions can save you a lot of time in terms of monitoring and improving your ad campaigns in real-time. Google Ads scripts are incredibly customisable and they can help with a wide range of tasks:
● Modifying bids;
● Pausing and deleting;
● Tracking keywords;
● Gathering third-party day
● Tracking your QS (Quality Score;)
● And much, much more.
Universal App Campaign
If you have a mobile app, then you should use the Universal App Campaign function in Google Ads from the very beginning. Since ads for your app will run on platforms like the Google Store or iOs Store, its script is highly specialised in achieving the highest possible ranking for your app in the app store, based on your budget and the quality of your ads.
Automation is what transformed the previous Google app advertising tool into this successful function which currently brings 140% more conversions per dollar, on average. The Universal App Campaign generates ads automatically, based on variations of the ad copy that you provide, and extra details concerning the budget and bidding, language or location.
If this sounds familiar, it’s because UAC uses the same base principle as another great Google automated tool, Responsive Ads, which we will present a little further away in the article.
Goal Optimised Shopping Campaigns
If you are a business that operates in eCommerce, then the Shopping ads module should be very well-known and used for promoting the products you sell. A Shopping ad is a type of search ad that displays relevant products, together with their price and merchant name both in SERPs and in the Display Network.
Shopping campaigns have integrated machine learning and automation processes that analyse factors like the search term, product characteristics, geolocation, past searches, and many others to predict the most relevant search queries for the products you have included in your Shopping campaigns. All you have to do is define a specific marketing goal and let Google do its job.
Do you still think split-testing and A/B testing are the best available tools you can use to launch the most effective ad campaigns? Well, Google Ads have taken this to a whole new level by introducing the responsive ads module.
What it does is take multiple variations of your ad’s elements – headline, description – and combine them into every possible version of the ad, evaluating which combination performs best. Your text ads will be more effective at engaging your target audience, based on the search queries introduced by the users.
Another improvement Responsive Ads brings to your campaigns without you having to lift a finger is to automatically adapt the size and ratio of the ad to the device used by the viewer. This saves a lot of time you would previously spend on creating different size versions of a visual ad.
If you are a small business owner, Smart Campaigns is the most valuable tool in the Google Ads suite. Designed to help new advertisers get started with the Google Ads world without being overwhelmed by extremely detailed and complex functions, this type of campaign is easy to use and takes little time to implement.
From automating the bidding and targeting, to creating an optimised landing page even when the business doesn’t even have a website yet, Smart Campaigns is indeed a very strong tool for those who are just entering the online advertising domain.
Since we have presented very specific functions integrated into the Google Ads platform, it’s time to go over the most general levels of automation you can use when advertising your business.
Through automated rules, you can change three main types of parameters:
● Status changes: Pausing and enabling ad groups, keywords, campaigns;
● Bid changes: Raising or lowering the bidding amount for the entire campaign or for specific keywords;
● Budget changes: Based on other variables, you can automate your campaign’s budget for different times of the week, month, etc.
Creating and managing rules can seem complicated at first glance, but once you get used to the elements used when building a rule, you can become more confident and use more complex rules.
Automation is what will replace long hours of monitoring, reporting and analysing data related to your advertising campaigns. Many business owners have been intimidated by the sheer volume of work it takes to manually direct all the details in an advertising campaign, but Google’s automated processes are now taking over more and more steps of the process, which will not only save owners precious time but will also increase the effectiveness and potential of any Google Ads campaign.
We at Australian Internet Advertising use the Google Ads automated processes on a daily basis, and we are eager to master the newest improvements in the Google Ads platform to deliver the best results in the shortest time possible.