Automation in Google Ads: When to Use It & When Not to

About 67% of marketing gurus use automation platforms in different ways. And by 2023, the annual growth of marketing automation will surpass $25 billion. Marketing automation saves time, and automation in Google Ads is one way to achieve it. Google has tried over the years to automate its advertising platform. As it is, Google has been pushing for their automated ad features as there are several benefits businesses can get from it. First, however, you have to know where to look and what to pick. Therefore, this post will help you determine the features you can use and what you shouldn’t.

When To Use It

Google ads automation has been efficient over the years. The results are promising, and there are several ways you can use it; these include;

Direct Sales

If you are working with an Adwords agency and your conversion action is directly tied to a dollar amount or has at least a dollar value, it’s best to start with Max Conversion Value. Then, after letting the campaign run for some time, switch to Target ROAS depending on the intent and structure of the ad group. By fine-tuning your campaigns this way, you can ensure that Google Ads becomes a profitable marketing platform for your business.

Website Traffic

Do you intend to increase user traffic to your site and improve visibility in the search results? If you aren’t currently ranking organically, you can use Maximise Clicks or Target Impression Share in your campaigns. The choice between the two will depend on the specific terms and the level of competition involved in your business industry.

Lead Generation

The best strategy for generating leads for your campaign is the conversion-focused bid strategy. While it comes with a few exceptions, most of them have to do with specific keywords in the competitive verticals.

Brand Recognition Or Visibility

Do you want to appear constantly ranked on top for specific keywords or to be seen consistently on the search results page? If this is your goal, using the Max Clicks, Manual CPC, or Target Impression Share would be the best alternative for your business.

When Not To Use It

The best thing with Google ads is that you can still bid them manually. However, doing this can only work best in certain situations. 

Smart Campaigns

Smart campaigns are essential when using digital marketing services. They are what became the Adwords express. This is the idea to automate and simplify everything so that novice users can use it and launch their campaigns with no worries of complexity. However, it’s best to stay clear of smart campaigns. Instead, learn to create a manual campaign or let the digital marketing agency handle everything.

Smart Display

According to Google, average advertisers who use Smart Display campaigns can register up to 20% more conversions at the same CPA. However, this information may be misleading to other marketers. This is because if you have ever run successful digital marketing services and campaigns, you will know CPA doesn’t offer much if your qualified leads are junk. And this is something Display Network has delivered for several years. Therefore, it is best to have a strong grasp of your targeting on the GDN.

Google ads automation with the help of the best AdWords agency can be the best decision you have ever made for any platform. However, to gain the most from your campaigns, use the traditional approach to set the campaigns. And then boost the features like automated binding. Ultimately, it’s up to the agency to discern features with the most advantage and those that aren’t.