Google Ads is a wonderful platform that helps you amp your paid marketing efforts and improve your Ad campaign. And, Google Ads and automation go hand in hand. It offers an array of free tools, products, and services to take your advertising campaign to the next level. If you are new to Google Ads automation and want to know how to create Google Ads automation tools, you are in the right place.
In this article, we will talk about Google Ads automation tools to save time and effort. Let’s get started!
Why Is Google Ads Automation Important?
You can monitor the performance of your Google Ads by using Google Ads alert to set up custom alerts. Once you set these alerts, Google will notify you via email or Google account. Below are some of the benefits of Google Ads automation-
- If you have set a Google Ads alert to monitor your Ad spend, you won’t have to limit your budget.
- A fall in the conversion rate in Google Ads may signify that some issues are causing a negative impact on the campaign’s performance.
- If you fall below a specified click or impression count, Google will alert you, allowing you to adjust your Ads or targeting.
- If it alerts that there is a drop in the conversion rate, there could be an issue on the landing page.
In a nutshell, you can say that Google Ads campaign structure automation lets you know whenever there is an issue in Google Ads. With Google Ads automation tools, you can customize the Ads based on your needs.
Google Ads Automation Tools
Google Ads automation is of two types, i.e., data-driven and rule-driven. Let’s discuss both these types.
It is probably the best automation in Google Ads. With this automation, Google Ads uses historical data and machine learning to monitor your campaign’s performance. Based on the data analysis, Google Ads will send you emails.
This automation type will provide you with a competitive edge as you get real-time data insights to align your marketing strategy. By automating the various tedious PPC tasks, you can save a lot of time. Also, you learn how each marketing channel contributes to your goals. This way, you get more skilled at setting your budget or make smart predictions. Ultimately, you earn a high ROI.
How To Set Up This Tool?
In order to set up this Google Ads tool, you need to configure the data-driven alerts. For this, you can choose any of the two ways, i.e., a custom solution via APIs or scripting.
With scripting, you can automate changes, like bidding changes, Ad scheduling, keywords addition, resume or pause Ad groups, etc. And a custom solution via APIs method allows you to detect any account anomaly, Google Ads links, or negative keywords.
For rule-driven automation in Google Ads, you need to configure the settings or conditions manually, set up the rules of your Ad’s status. Once you are done with the setup, Google Ads will send you an alert as soon as the spending reaches the custom limit.
Using The Rule-Driven Automation
In order to set up the rule-driven automation in Google Ads, you need to follow the following steps-
- First, sign in to your Google Ads account.
- Move the cursor to Campaigns, Ad Groups, and Keywords.
- Then, click the More button.
- From the drop-down menu, choose ‘Create an Automate Rule.’
- Pick the rule you wish to create.
- After that, set the conditions of the rule. Suppose you want to change the budget. For this, you need to select ‘Change the budget’ as the condition of the rule.
- After specifying the details about the rule, define the rule’s frequency.
- Click ‘Save,’ and you are done.
The rules you create are simply the pre-set routines that will show up based on the Ad schedule or settings. Suppose you want to make a rule to set an alert when your budget reaches a limit. In that case, this is a static rule. Thus, if you want to update your budget in the future, you will have to update the rule too. This is an important thing to keep in mind if you plan to choose a rule-driven Google Ads automation tool.
Now that you know how to leverage the power of Google Ads automation, it’s time to know some other hidden automation features Google Ads offer.
Tips To Get The Most Out Of Google Ads Platform
While we have discussed the automation tools that can be used for Google Ads, there are some tips and tricks that must be said.
Pick The Right Automated Bidding Strategy
Google offers ten bidding methods you can choose from, depending on your goals. For example, Target CPA, Maximize Clicks, Manual CPC Bidding, Target Outranking Share, etc. It is recommended to go with ECPC (enhanced CPC).
Automate The Ad Copy With Dynamic Search Ads
Your Ad copy is the key to increasing clicks. But, creating an effective copy is a time-consuming process. Here, you can tap into Google’s Dynamic Search Ads. With this, you can generate the headlines and landing pages automatically.
Take Advantage Of Google Ads Script Features
It is one of the coolest features of Google Ads. This feature helps you unlock the automation power and tracking the campaign’s performance. The best thing is, you don’t have to learn codes in order to use this feature. Google offers you a script library where you can choose scripts from.
It is good practice to have multiple campaigns in your Google Ads account. But don’t forget to have a good Google Ads campaign structure. Imagine you have a shoe store; You could have separate campaigns for men’s shoes, women’s shoes, and children’s shoes.
Google Ads Campaign Structure
When naming your campaigns, think about the audience and the goals of the campaign. You can give your campaigns clear and logical names that make them easy to identify and understand at a glance.
By creating your Google Ads campaign structure, multiple ad groups, and structuring your account to take advantage of targeting, you can simplify your data analysis processes. Whether it’s branded or unbranded terms, device or location targeting, SKAG, SPAG, or STAG, it’s clear that PPC managers can divide their campaign into a wide range of sections.
Match type duplication is when duplicate ad groups are structured based on the keyword match type. By creating ad groups that only contain terms of one match type, your account will be more efficient.
Exact match groups should perform the best, as you can show your PPC ads to potential customers who search using your exact keyword. Broad and phrase match groups generally do not perform as well as triggered for some irrelevant search queries, making them a focus of the negative match.
This is all the basic information you need to know about Google Ads automation tools. But, don’t think of it as a sure win. As data is at the heart of marketing, Google Ads automation tools can help you get the most significant insights from the data. With timely data alerts and Google Ads API, you have the potential to customize your Google account as per your needs. These tactics are sure to provide you with the most desired results.