Everything You Need to Know about PPC Automation
PPC automation uses software to automatically optimize the PPC management of your campaigns. It allows marketers to control their Google ad campaigns through robotic process automation and computer algorithms.
Search Engine Journal contributor Navah Hopkins has published an article on when and how to use PPC automation.
She says, “Automation almost always comes up. PPC marketers are spoiled for choice on ways to automate their workflows, such as:
- Bidding: Using native strategies or building their own rules and scripts.
- Creative: Fully delegating control or leveraging built-in A/B testing.
- Audiences: Owning targeting/exclusions or opting into machine learning choices through broad match and Performance Max (PMax).
- Channels: Directly choosing budget and creative allocation vs. allowing for algorithms to make those calls.
This article will not pass judgment on which automation options you might choose to opt into. Rather, it will outline the mechanics of each, as well as how to make them work.”
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