Using Google’s Tools for Optimising Ads

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In continuation with our automation series, we already spoke about automating your own work and using bid management software. To conclude, we will describe the various automation options offered by Google Adwords interface which your agency can use to manage the PPC campaigns.

You can use Google’s automated rules to get the most from your adverts. If you know that one day of the week brings your website high traffic and conversion rates, you can set an automated rule to achieve this. For example, by setting an automated rule that on Saturday mornings you can send out more of your adverts and spend more of your budget during this time, you won’t have to log into Google Adwords that morning, or every single morning.

It’s possible to set automated rules to get the most from your advert’s position. If you know the position of your advert is converting to sales then you’ll want to make sure they aren’t falling below the conversion threshold.

These automated rules allow you to control several things including:

  1. Raising the number of keyword bids so that adverts appear on the first page of the search engine
  2. Altering any keyword bids to control their average position
  3. Scheduling any adverts for promotions or events
  4. The ability to pause any low performing keywords or adverts
  5. Adjust preplanned budgets for any time of the week

Setting up rules is easy. All you need to do is click the ‘Automate’ button in your account and choose the settings for the rule, preview it and then watch as the system manages your account.

To create a rule, just click the Automate section on the drop down menu on either the Campaigns, Ad groups, Ads or the Keywords tab. Simply select one of the rules from the menu tab (see image below) and then enter the rule criteria and any requirements for the rules that are going to be triggered.

Once the rule has been created, define a minimum or maximum bid or a budget. This means that your rule won’t then set a new bid or budget either above your maximum or below the minimum bid you’ve entered.

Select how often you want to run this rule from the ‘Frequency’ menu and the date range for evaluating these requirements. Name your rule and then choose when to be notified whenever it runs. Finally, you can preview the results to make sure you’re happy and then save the rule.

So try out these automated rules today and let us know if it helps you to manage your PPC campaigns better or not. Hope you enjoyed and learned from our 3 part series on automation of paid digital marketing campaigns. Do share your views in the comments.