PPC Automation & Artificial Intelligence Programs (Al) have gone a long way in helping to make advertising more manageable. However, AI isn’t as perfect as many of us expect. If you own a business and you bank a lot on digital marketing, then at one point or the other, you would need the “services” of an automated machine to help generate leads to your brand website.
One of the most effective mediums that digital marketers use to cut costs effectively and only attract the right audience for their brand is relying on the PPC (Pay-Per-Click) advertising method. It might be no news to you that Pay-Per-Click is the most popular way of digital marketing on the internet. PPC ensures you pay for advertising each time a potential customer clicks on your ad. One of the bright sides of this is that your money would be doubled back to you as your target audience clicks on the ad to check out your website.
What you are doing is driving visits organically to your website, knowing the number of potential customers that clicked on your ad placement in an engine’s sponsored link, such as Google, and only paying for the number of visits on your website.
In the last article we have already discussed about 10 Tools to Better Understand Your Website Conversion Rate
It seems pretty addicting to talk about how PPC works and how it could generate the right leads to your website, but that seems to be a subject almost every digital marketer knows. A more pressing topic that will be discussed here is;
How one can take back control from PPC automation.
PPC automation seems to be one of the most accessible tools digital marketers use. PPC automation is one AI tool that marketers implement to increase ad performance, provide instant traffic to their website, achieve more conversion rate, and cut down time and energy spent on manual PPC operations.
However, PPC automation isn’t as straightforward as it appears. In fact, when not carefully or adequately used, anomalies can occur. What this means is that leaving PPC operation totally to a machine could result in less customization, bring in the wrong audience and even change essential keywords.
The right advanced tools, settings, and knowledge about how PPC works would help you generate better results with PPC automation. There are several ways to take complete control of PPC automation and direct it toward the right path, but this post will focus on five ways to help you get the best results out of PPC automation.
The Automation Layering Way
One of the ways to take charge of PPC automation is by using advanced and updated tools or settings that could help with your smart bidding. One obstacle many digital marketers face is the consequences of smart or automated bidding. As previously mentioned, manual bidding can be stressful, technical, and even time-consuming, which is why most digital marketers find it easy to use automated bidding.
However, automated bidding also comes with its downsides. For instance, if your automated bidding tool isn’t so upgraded or relatively unsophisticated, you wouldn’t get the desired results. Most automated bidding tools are not as smart as we visualize them; their attribution models are usually low quality. Hence, you could constantly find yourself using the last-click attribution model, which would, in turn, pull down important keywords that had been placed in the PPC’s setting in earlier stages.
You are aware that once your important keywords don’t work as they are meant to, the number of targeted audiences generated to your site will be pretty low. This is why most folks always go for manual bidding, even though it can be stressful and time-consuming, because you can control the bidding yourself and bring effective results at any budget. However, you can take complete control of the bidding and still use a PPC automated tool for the work by getting upgraded and highly sophisticated automated bidding tools.
There are some applications you could download with PPC policy and Audit tools that would help with your bidding. These applications have custom build settings that allow you to set your ad campaign boundaries and make your own rules that the PPC automation tool would follow. Applications like this, such as; Optmysr, Report Garden, Reporting Ninja, and some other highly sophisticated ad campaign applications, would help integrate data, effective bidding, and proper monitoring of your PPC operations.
Watch Out For The Optimization!
PPC automation will surely face anomalies if an individual is not careful with the optimization. As previously mentioned, machines can’t function on their own. Human touch and supervision are needed to get ultimate and effective results. A straightforward way to remove control from PPC automation is by constantly optimizing your PPC campaigns.
One primary reason for doing this is to prevent broken ad links. That aside, a lack of constant optimization could result in a link leading up to irrelevant pages that gave no connection whatsoever to your brand campaigns. Ads are meant to land on relevant pages and links that you scripted. Irregularities with optimization or using low-quality PPC tools for such optimization would disrupt the flow of traffic to your page.
Be a Teacher!
You might probably be wondering why you need to teach PPC automation how to do your work when the AI software should be more intelligent than you. The truth is, an AI without direction would likely ruin the purpose of your work. It would help if you taught your PPC Automator how to use your business data properly. This is why some PPC tools or applications are set aside for customizations and PPC scriptwriting. Yes, manual PPC operations require coding or writing scripts on your own, which can be pretty stressful. However, one way or the other, writing scripts is still required for effective PPC automation.
Several user-friendly applications could be used to aid the teaching of your PPC Automator. These applications allow for customization, management of ad campaigns, and other user-friendly tools useful for your PPC campaigns. To reach a specific goal in your brand campaigns, teaching your PPC engine how it should work is the most effective thing you can do.
Keywords are Important!
Search engine optimizations have been a valuable tool for ad campaigns, websites, and the likes for a long time. However, SEO only works best when strategic or targeted keywords are used. You do not want to bring in the wrong audience, and leaving your PPC Automator to do all the work could eventually compromise those keywords meant to generate some audience.
Creating irrelevant keywords is one thing an unsupervised PPC Automator can do. This would divert your ad traffic. However, one way to take back control from PPC automation is by constantly checking on the keywords. You’re mistaken if you’ve got the impression that POC automation requires little to no supervision. Although, you would still get to have a lot of time to focus on other aspects of your business. A PPC Automator is still very much needed, as it reduces your stress and complications, but to make it work like it should, appropriating keywords periodically is essential.
The links leading to your page must contain all the necessary keywords. If not so, then you would either generate the wrong traffic or no traffic at all. Take back control of your PPC automation by appropriating your keywords so your target audience would not miss your page.
Make Use of Popular Platforms To Assume Control over PPC Automation
One of the ways to assume better Control over PPC automation is by getting familiar with popular PPC platforms such as; Google Ads. This platform has upgraded PPC tools that would help modify your PPC automation operations. it is no news that Google is the most credited search engine optimization in the world. Hence, if you wish to upgrade your PPC campaigns, using Google ads would take you one step ahead of the game.
Google ads have several upgraded and sophisticated PPC automation tools that are excellent for automation layering, customization, optimization, and teaching your AI PPC tool what you want it to do for you. This type of ad is straightforward to use and comes with low-cost maintenance.
You don’t have to be a PPC expert of any sort before utilizing Google ads. Also, you don’t have to panic regarding automated bidding because Google Ads has highly sophisticated attribution models that would do an excellent job in maintaining important keywords that generate leads. What’s more? Google shopping could also serve as one of your ad campaign backups. Although not necessarily a PPC medium, as one of the top e-commerce platforms in the world, it could also supplement your Google PPC automation.
Make Out The Best of your PPC Automation by Putting it Under Control with these 5 Ways.
PPC Automation is the go-to AI tool for creating highly effective PPC campaigns. However, machines without supervision could yield unsatisfactory results. The purpose of PPC is to generate the right audience for your ad link and only pay for audiences that view those links. Handling the technicalities of PPC operations can be quite stressful and time-consuming, which is why most individuals opt for PPC automation. But is that the end of your PPC technical issues?
The answer is no. PPC automation still needs a human touch. They still need to be customized and operated by humans. Avoid PPC automation anomalies by taking note of the five tips highlighted above.
