[vc_row][vc_column][vc_column_text]PPC is undoubtedly a viable search engine marketing strategy that remains of critical importance for targeted reach. Individual PPC campaigns vary each to their own. Some require a bit more time than others for management and that is largely contingent upon the marketing dollars you’re putting forth. Therefore, “automation” in PPC can be considered as a key ingredient for efficient management of your campaigns. In most instances, as marketers we tend to turn to expensive third party tools for assistance. However, it’s actually quite unnecessary to invest in additional tools when in face the Google Adwords platform offers several built-in functionalities that provide automation features.
1. Flexible Bidding Strategies
Time and resources can be tight depending on your individual setup which in some cases may leave little room for PPC management. The not-so-new advanced bidding strategies feature in Google Adwords provides advertisers with ability to scale their marketing dollars. Bidding Strategy option can be located on the campaigns tab of an Adwords account.
There’s several major benefits you should strongly consider with advanced bidding strategies in your Adwords PPC account. Some of those handy perks include:
- Maximized click potential on your ads
- Targeted search page location with ability for automatic ad adjustment to top of page
- CPA (Cost-Per-Acquisition) focus to maximize conversion potential
- Enhanced Cost-Per-Click (ECPC) functionality for enhanced bidding and focus on increased likelihood of conversions
- (ROAS) Return On Ad Spend focus that maximizes conversion value while attempting to reach allocated ad spend
2. Automated Performance Reporting
Utilizing automated performance reports provides advertisers with ability to focus more on what matters within their PPC account. The robust Adwords platform offers enhanced capabilities for scheduling of pre-defined set of data reports that can be ran internally within the system or scheduled for e-mailing to a specific address. One of the key ingredients for successful PPC management consists of ability to assess user performance that ultimate attributes to development of advanced strategies for intelligent targeting of new potential clients.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]Identifying key performance data inside your Adwords PPC account helps with customization of statistical data including columns, tables, and filters.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
3. Search Query Reports
One of the top benefits inside Google Adwords is the ability to capture raw data based on user interaction. In other words, the search query report provides additional information regarding the specific keywords and phrases that search users utilized when looking for the products or services offered. This information can be extremely beneficial particularly when it comes to the enhancement of an existing keyword list.
The Search Query Report option can be found under the Keywords tab in your campaign. It is adjacent to the Bid Strategy option. You have the ability to select All Search Terms or create a custom selection based on existing keyword terms.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
4. Dynamic Ad Status Changes
Due to time constraints, sometimes it may be extremely difficult to rotate specific ad messaging. With the dynamic ad status changes feature in Adwords, advertisers have the ability to frequent certain ads based on user engagement.
Creating a set of rules for specific ads can be extremely beneficial. Especially when it comes to running promotional campaigns. For example, let’s stay that a promotional campaign is set to run within a designated time frame. Creating ad rules will provide the ability to advertise specific messaging to your target audience within a given time span.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
5. Advanced Campaign Alerts
Multi-account management can be challenging and exhausting task to execute. The ability to juggle several accounts at once will quickly become an overwhelming pursuit causing unnecessary frustration. Fortunately the Advanced Campaign Alerts feature in Adwords provides advertisers with ability to remain in the know of specific campaign changes while away from the platform.
Just like ad copy automation, you also have the ability to create custom rules for campaigns at a top level. Such feature provides more flexibility in overall campaign management with ability to focus on other areas of optimization.[/vc_column_text][/vc_column][/vc_row]