In the world of PPC, machine learning and automation can seem somewhat intimidating. These advanced technologies may appear to replace human-run campaigns with automated systems that might lack the “human touch.” Although PPC campaigns are driven by measurable results, there must still be human reasoning behind clicks and campaign strategy.
Digital marketers are constantly discovering what works and what needs improvement. As a digital marketer, you provide more than bid management and query matching. This is important to remember every time you launch a PPC campaign. Successful campaigns often come from combining proven tactics with the advantages of modern technology.
Below, we present three best practices for automation and integrating Google Ads into campaigns that achieve their objectives.
1. Smart bidding allows you to set performance goals and customize settings
Google states that advances in automation and machine intelligence make it easier to set up and manage advertising campaigns. Allowing Google Ads to optimize bids automatically is known as smart bidding.
The bidding environment constantly changes, and Google processes over 5.6 billion searches per day, according to HubSpot. In general, experimenting with smart bidding strategies can be beneficial. However, marketers should monitor spending levels, conversion changes, and recommendations from Google representatives when testing these strategies.
Smart bidding was created to make advertisers’ work easier by using machine learning to improve results. It has become increasingly popular among digital marketing professionals. Because smart bidding relies heavily on data, it is important to ensure your campaigns generate enough traffic before implementing it.
2. Google’s most popular and adaptable search ad format is responsive search ads
Instead of creating several ads in one ad group and waiting to see which performs best, responsive search ads automatically test different combinations and help you focus on developing the right creative.
Responsive search ads introduce automation, but only within parameters that you control. Advertisers create multiple headlines and descriptions, and Google tests combinations to display the most relevant version to users.
Using responsive search ads is a practical and strategic way to build a successful PPC campaign. The best-performing version of your ad can improve engagement and help you reach more potential customers.
3. Broad match can serve as a catch-all strategy
In the past, advertisers using broad match keywords often experienced wasted ad spend and irrelevant clicks. While broad match has not undergone major visible changes, Google has increasingly focused on educating marketers about how and when to use it effectively.
Smart bidding strategies such as Maximize Conversions, Maximize Conversion Value, Target CPA, and Target ROAS tend to perform well when combined with broad match keywords. Smart bidding optimizes for conversions or conversion value in every auction using machine learning, a capability known as auction-time bidding.
When smart bidding and broad match work together, segmentation by match type becomes less critical for optimization. The bidding algorithm evaluates each search and adjusts bids based on the predicted performance of the query.
Get the best results and stay up to date with updates
Google’s efforts to educate advertisers about automation are likely intended to encourage more marketers to adopt these best practices and maintain campaigns long enough to generate meaningful results.
Get in touch with us today, and our specialists will help you implement a long-term strategy designed to deliver consistent results.
