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6 Ways Automation Is Shaping Google Ads

Google Ads Automation Strategy

6 Ways Automation Is Shaping Google Ads

As the world moves further into the digital age, automation is changing the workforce across industries all over the world, and digital marketing is no exception. 

Over the past few years, Google Ads automation has come to the fore, and more marketers are embracing the possibilities of this revolutionary technology. 

From scripts that pause your ads when items are out of stock to automated bidding strategies to manage your bidding, automation can remove the laborious manual tasks associated with day-to-day account management and optimization. 

So how can you manage your role as a PPC/Google Ad expert in the age of automation?  

Here are a few ideas that can help you take advantage of the opportunity to reshape your role and become a better, more effective marketer.

 

Smart Campaigns: 

Google Smart Campaigns helps boost your pay-per-click (PPC) campaigns on an ongoing basis.  

These AI-based smart campaigns have several great benefits: 

  • Automatic maintenance – Spend only 15 minutes setting up the account, then hand over the rest to Google. It will take care of keyword selection, bidding, and targeting, freeing you up to focus on other tasks. 
  • Generation of Text Ads – Mention three lines about the product or service you’re offering. After that, Google Ads will take charge of copywriting. 

 

Automated Biddings: 

With this feature, you don’t need to worry about manual bidding. Because AI will help you eliminate guesswork and improve your campaign with logical bid adjustments. 

You can choose from the following automated bidding strategies: 

  • Maximize Clicks. 
  • Target Impression Share. 
  • Target CPA. 
  • Enhanced cost-per-click (ECPC). 
  • Target ROAS. 
  • Maximize Conversions. 

Each of these strategies is intentionally designed to help marketers target a defined Ad goal.

 

Optimization of Score Metric 

This is a method of tracking your Google Ads account performance. 

Starting from a low of 0% to a maximum optimization score of 100%, this real-time metric is determined by these factors: 

  • Your account and campaign settings, status, and statistics. 
  • Recent recommendations history. 
  • Trends developing in your ads. 

 

How to optimize it? 

Optimization Score affects several core areas of your Ads campaign, including: 

  • Bids and Budgets. 
  • Keywords & Targeting. 
  • Ad copies. 
  • Ad Extensions. 
  • Possible recommendations. 

By using machine learning and artificial intelligence, Google Ads evaluates your campaigns to check if they are fully-optimized. The system recommends actions to enhance the optimization score metric and those recommendations with a higher impact on performance will be given more value. 

 

Responsive Text Ads: 

These are the latest and largest search ad formats in Google Ads. They’re also the more flexible, as you get the following with responsive search ads: 

  • Up to 15 headlines – instead of the standard two in Expanded Text Ads. 
  • 4 x 90-character descriptions – as opposed to one 80-character description. 
  • Automated testing – Google rotates your headlines and descriptions to figure out high-performing combinations. 

 

How did it work? 

  • Create your headlines and descriptions. 
  • Next, Google Ads will assemble these entries into multiple ad combinations. The AI eliminates any redundancies. 
  • Over time, the platform tests out all permutations. Through machine learning and data analysis, Google will determine the most relevant, effective combinations for specific user search queries. 

 

Ad Strength: 

The Ad Strength metric measures the relevance, quality, and diversity of your ad content. It’s important to have unique content relevant to your audience. This helps improve ad quality and performance. 

 How did it work? 

  • Whenever you are creating an ad or editing one, you can see an Ad Strength indicator. This changes dynamically as you fill out the assets. 
  • Google Ads provides recommendations on the side, which give you advice on how to improve the Ad Strength. 
  • By taking this feedback on board, you can follow the steps to enhance Ad Strength, which ultimately leads to stronger, better-quality ads. 

 

5 TIPS TO IMPROVE QUALITY FACTOR OF YOUR GOOGLE ADS CAMPAIGNS 

 

Automated Ad Extensions: 

Lastly, Google Ads offers extensions, which can be very influential in attracting traffic, clicks, and conversions. 

Using AI, Google Ads will automatically add extensions wherever it deems fit. If your ad is triggered for a specific keyword, the platform may add an extension that increases the chance of a click. 

With this feature only pay for these extensions whenever users click on them. 

 

Conclusion: 

The role of humans in advertising is not diminishing, but it is changing significantly. Google has a phrase that is touted by many of its ad platform’s representatives: “Smart humans with smart machines.” The goal with these AI features is not to replace humans but to provide them with the tools to achieve better results. A human harnessing AI properly will see better results than either could achieve on their own.