With computers becoming smarter and different things becoming more automated, things are easier for us to do… for the most part. But many people fear the “rise of the machines”, worrying that the computers will take their jobs, etc. This is a valid fear, given that many people have lost their jobs to computers in factories and elsewhere. Yet factory jobs aren’t the only areas of concern. Many things are becoming automated, even in the realm online marketing. For example, online advertising, and pay per click, in particular, could be affected by automation as people whose job it is to set up PPC ads find that the new automated features significantly cut down how much they have to do. But is this automation really something to be feared? Or should it be embraced as the future of PPC advertising?
Yes, the new automated features in advertising programs run by Google and others do make it easier to set up and run PPC ad campaigns. But it’s really not all doom and gloom. Google’s new automated tool actually can make PPC ads more efficient. Their new can help you save time and manage your account much more efficiently by scheduling automatic changes to your campaigns and account according to criteria and goals that you set. The rules are set by clicking the Automate button on the tab for Campaigns, Ad groups, Keywords, and Ads. Some of the common automated rules are to schedule ads, pause low-performing ads or keywords, modify bids and bid scheduling, budget scheduling, and labeling and naming conventions.
Automation can help with PPC campaign structure, too. Google has introduced the ability to use to alter messaging for users depending upon the device used or the audience list they fall into, allowing for tailored and relevant messages to appear to individual searchers. In other words, you could show an offer code to a return visitor whilst showing a new visitor a different message. has adaptive shopping campaign ability, letting you no longer have to monitor individual product IDs because your campaigns will be sub-divided automatically depending on performance goals. Google also added an to DoubleClick which will add tighter location targets once you set a country or state to target with your campaign.
can be used to automate various things in your account, but most importantly it can build and customise automated reports and manage campaigns, ad groups, and keywords.
can also automate bidding by calculating a new bid for every auction depending upon your performance goals. It can also factor in signals that it picks up within the interface or in third-party platforms that we wouldn’t be able to access. Without the automation, we as humans would not be able to both access the data and make enough changes to replicate the changes the automation could make.
So really, there shouldn’t be anything to fear. Automation gives birth to more efficient and effective PPC advertising. It’s much more of a benefit to both advertisers and those working in the industry. There is no real fear of computers replacing anyone in the PPC field. All it really does is make their job easier and can actually give them a leg up on competitors who might not be using the new automated features yet.
For more information, you can check out , this article, this article, and this article.
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