Ways to Take Back Control from Pay Per Click (PPC) Automation
It is true that machines are better than people. However, this is only limited to certain circumstances, although it is good to get machines to help get most of the manual work done.
Some of the top professionals working at Google, Facebook, Amazon, and Bing are on the run to facilitate Pay Per Click (PPC) automation to give business owners more time to focus on what matters.
The sad news is that many people within the business industry fear the issue of being automated into a new career since they feel like automation comes with a bunch of drawbacks. The truth of the matter is that as much as the big engines invest in automation, the more value PPC can bring to your business table and enhance growth.
If you are a PPC nerd, you can easily take back the control of your PPC management regardless of the fact that bigger engines are diving deep into automation. Taking back the control from Google ads automation to the manual way sounds like an easy task, but this is not the reality. Let’s look at some of the ways that you can take back control from PPC automation.
Track the Correct Implementation of Your PPC Strategy
In most cases, the PPC experts evaluate themselves as PPC doctors while the automation process serves as medicine. The doctor is responsible for evaluating what is ailing the patient and the most appropriate medicine that can make the patient better. Just like in the business environment, a PPC expert knows the advertiser’s objective.
Once the primary objectives of the advertiser are known, the respective PPC expert can now choose the PPC automation tool to aid in the process of enabling the advertiser to attain their objective in business. Besides, picking the right tool s not an easy task since the advertiser may begin with smart bidding courtesy of Google before finding the best alternative.
When an advertiser acquires an unsophisticated bidding methodology, the final results are likely to be sub-par. The reality of the matter is that automation from the engine is not that smart and is only meant to perform, exceptionally on a specific entity. Also, automated bidding is not smart when using the last-click attribution since you will meet keywords relevant in the earlier stage.
In the end, you will realize that you are getting too low bids making the overall sales decline, thus affecting your business performance. The PPC experts need to understand when a certain tool needs to be used to avoid inconveniences. In addition, the PPC doctor needs to be aware of how to layer the automation to enhance a maximum impact.
Evaluate the Operations from the Engines
When you have collected the right automation tools, and everything is put in place, the role of the PPC nerd changes to that of a pilot since they only watch to confirm if all the systems are working correctly. Besides, the respective professionals need to be extremely keen when monitoring the automation since the automated bidding might beat them in mathematics.
Automated bidding plays a critical role in reducing the CPCs, especially when it identifies a drop in the conversion rate. However, it does not notify the advertiser to showcase any form of normality in the conversion rate. Also, it does not suggest the problem’s root cause, leaving the advertiser in a dilemma.
You need to acquire a PPC investigator to help you analyze the main cause of why the conversion rate is either going up or down. This mostly happens when you have turned your bidding strategy to automated bid management systems across all the engines. To avoid similar instances from happening, you need to invest in automation layering.
You need to understand how Google ads automation since they change from time to time. The changes are mainly meant to enhance good results and incorporate an automated monitor from any third-party source. Besides, advertisers may also need to acquire a tool to monitor the expansion of close variants since they incorporate words with similar meanings.
When generating reports from your data presentation, acquire a simple tool to generate a custom report that pulls data from different sources. Note that you can easily monitor the performance of keywords and their close variants, which plays an ideal role in automation layering.
Teach the Engines How to Use Your Business Data Better
The most important role of humans in the business world is to work as a teacher by enabling the engines to learn how to use the business data. In most cases, PPC automation is mainly driven by advances in machine learning which requires the engine to learn how to absorb and utilize business data and generate the desired output.
PPC experts mostly prefer using their tools and Google ads automation to work as a layer on top of what the engine is doing. One of the most common examples is bidding by weather. Let’s assume you are running a ski resort; you may need to analyze your data and evaluate the number of passes you sell when the weather is sunny and during the snow season.
There are high chances that the Google engine may not consider this data, especially when the automation system decides to showcase the user to display ads and the amount of money to bid. It is vital for the advertiser to enable the Google system to deliver better results by teaching the system new hacks on how to execute the process.
It is good for advertisers to use smart bidding from Google, which offers a simple way of determining patterns and trends within different locations. This is made possible with the aid of devices that makes the process easier and faster. However, the advertiser can easily take control by varying the target market that the automated systems deal with.
The Bottom Line
PPCexpo automation plays an essential role in ensuring that the respective ads reach their desired audience. However, there is a need to take back control from PPC automation to ensure that you are better positioned to attain your business goals. The above-described are some of the better strategies that you can use to get the job done.
