How To Automate Google Ads

With Google Ads, you have many automation tools at your disposal. The first step is to determine which automation is available for your type of campaign. Once you consider factors like the size of your portfolio, it's time to start automating some of these tasks. When you see that the results look promising, roll out your strategy across more campaigns or accounts.

Benefits of Automating Google Ads

Automating Google Ads can free up your time to focus on other tasks that matter. Manually managing campaigns can be expensive and inefficient, especially if you’re a small business that would enjoy reducing labor costs.

Automation allows you to set up a system of rules that trigger positive or negative actions based on how your campaign performs. The more data and rules you have, the faster it is to scale your campaigns as they grow without human intervention.

Available Automation and Tools

Google Ads (aka Google AdWords) is one of the premier online advertising networks, and it’s easy to see why. With several tools at your disposal, you can create targeted ads that get results. Google offers many resources for learning about its functionality and advanced features.

There is a host of reasons why these automated ad services are an excellent tool for advertisers: 

  • They generate mobile traffic (a big deal in today’s world) 
  • Are consistent across devices 
  • Provide targeted ads based on keywords used on search engines
  • You can automate them to run 24/7 without human involvement

1. Smart Bidding

Smart bidding is a tool that optimizes each auction for conversions or conversion value. As with all machine-learning projects, smart bidding learns from the results of your ad campaigns. There are four different smart bidding strategies, each with its own goal:

  • Target CPA (cost per acquisition) sets bids to help get as many conversions as possible at or below the target cost per acquisition (CPA).
  • Target ROAS (return on ad spend) sets bids to help get as much conversion value as possible at or above the target return on adspend (ROAS) you set.
  • Maximize conversions and set bids to help get the most conversions for your campaign while spending your budget.
  • Enhanced CPC (cost per click) raises or lowers your bids for individual clicks to reflect their potential value.

2. DSA

Dynamic search ad (DSA) campaigns are great for anyone with an extensive product feed or e-commerce website. Because Google pulls data from your website, it removes the need to create thousands of ad groups, ads, and keywords. Try running a test campaign to determine if dynamic search ads are suitable for you.

3. Smart Shopping

Smart shopping campaigns let you advertise across Google’s search and shopping sites, including:

  • Search network
  • Display network
  • YouTube videos

These campaigns work well for extensive inventories and many platforms, but they may cause a drop in your cost per click (CPC) bids. One of the downsides is that they lack visibility into which products are driving conversions and at what cost. 

You’ll still get data on impressions and clicks, but other standard metrics such as CTR, CPCs, and conversion rates, will be unavailable. Smart shopping campaigns are a quick way to get cheap traffic and excellent conversions.

4. Performance Max

When using the Performance Max automation, you can choose from several options:

  • Performance Max: Focus on helping companies do well with Google Ads. 
  • Dynamic Allocation: Look at the parts of the site that convert or get the most clicks to focus on your traffic. The system will then serve ads to these areas, optimizing your performance.
  • Display & Video 360: You can manage your video advertising in one place by uploading, editing, and viewing content and keeping track of views. It also provides recommendations for improving future campaigns by analyzing their past performance. 

There’s integration with other Google tools like YouTube Studio (where users can upload videos) and Google Analytics (which shows data about website visitors).

5. Google Ads Rules

You can find Google Ads Rules within your Google Ads account. It’s a free tool that you can use to optimize your Google Ads accounts by automating several daily tasks, such as:

  • Creating ad variations for an A/B test
  • Pausing keywords
  • Adjust bids so that you stay within campaign budget limits.

You can also use Google ad rules to automate bidding strategies like target CPA, target ROAS, and enhanced CPC.

6. Automate Keyword Management with OrbitalAds

OrbitalAds is a bid management tool that can automate many manual tasks you perform with Google Ads. It uses machine learning to optimize ad campaigns and help maintain your budgets. 

OrbitalAds can find underperforming keywords, create new ad groups, and pause the keywords that don’t meet certain criteria. It also allows you to set specific targets for keyword bids based on budget, ROI, or CPA, so you don’t have to track bids on each campaign manually.

Here are a few of the ways OrbitalAds can improve your Google Ads efficiency:

  • Manage keyword bids with rules-based bidding systems.
  • Discover new ideas for ads, keywords, and landing pages.
  • Using machine learning, you can estimate the value of a click, individual keyword rank (CPC), and other search data.

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