Machine learning and automation are two technological developments that can make PPC much easier to take on. Their applications, however, have become a concern with their ability to phase out human-run PPC campaigns.
You see, the common fear and aversion that digital marketers have towards the use of AI technology are rooted in the following factors:
- The lack of control over a PPC campaign’s bidding strategy and choices, creative process, the delegation of tasks, and matching of queries
- The immense learning power a standard AI model has, which creates a fear of “imminent human replacement”
- AI technology being at risk of getting “hacked,” which could render a digital marketer’s efforts useless
- Campaign results and strategies becoming lacking in overall effectivity without “human touch”
On the contrary, AI, machine learning, and automation are here to help digital marketers, not replace them.
AI, machine learning, and automation aren’t so bad after all
Google Ads automation, in particular, has shown significant benefits and performance increases for AI-assisted PPC campaign sets as opposed to pure-manual campaign creation. Through the integration of strategic planning and an open mind, the overall potential of PPC automation can be fully maximized without incurring any lapses or additional costs along the way.
When used properly, delegating certain parts of the PPC campaign creation to machine learning can help enhance the value of the campaign, essentially increasing a human worker’s value as well.
If you’re a bit apprehensive towards the idea of bringing AI into the mix, here are a few tips to get a better sense of trust in Google Ads automation:
- Start small for your first few campaigns
Thanks to several updates carried out by Google in fulfillment of its promise to reduce the complexities of online advertising, smart bidding has been made much cheaper. One way to implement automation for guaranteed results without having to pay a fortune is through the use of a “start small” approach. This method is done by using smart bidding in at least one campaign.
Automating one campaign at a time can help tremendously with getting a feel for what works in terms of automation and what doesn’t, making it much easier to implement it on a larger scale in the future. If it’s your first time to run automated bidding in a campaign, it is ideal to implement or leverage a conservative goal for your CPA/ROAS or apply a bid cap wherein nothing exceeds 10 percent of daily spend.
- Test responsive ads out for your strategy
By minimizing any excuse for lack of skill or subpar copywriting, responsive ads allow any digital marketer to avoid the pitfalls of having bad creatives. Generally, a responsive ad is designed to run split or A/B testing to provide an opportunity to find the right creative without having to run into the risk of only getting 14 to 30 percent of your desired results.
To find your creative footing with responsive ads, it’s best to adopt the strategy of creating one responsive search ad (RSA) and two expanded text ads (ETA) every three months. In this case, the RSA will act as your compass for discovering an effective strategy and your ETAs will safeguard your brand from the impact of poor results.
- Close variants are your campaign’s best friend
Close variants are keywords best described as Google’s garage sale items— all of which can be found easily in search term reports. Using close variant keywords will allow your Google Ads campaigns to be better-rounded, also allowing them to increase your chances of appearing in SERPs in the process.
With technology continuously evolving and digital marketing becoming as detail-oriented as ever, the need to adapt and implement effective automation strategies in your Google ads is increasing. Applying the three automation adjustment tips mentioned in this list will help with implementing the practice in small steps, making it much easier to adopt the strategy as a whole over time.
If you’re looking for a pay per click Google Ads agency in New York, get in touch with us to see how we can help.