Google Ads “internal automation capabilities enable you to discover new targeted opportunities and improve ad performance, so PPC managers can best make important decisions. Performance automation for Google Ads, recently renamed Google AdWords, is a powerful tool for developing solutions to automate and optimize your advertising. It is still in beta and only available in a handful of countries, but it is expected to gain in use and importance in 2019. RSA is one of the first in a series of new features that will be introduced for Google Advertising in 2018.
Tweaking on the Spot
Advertisers should not expect drastic changes. Google’s automated bidding needs past data to optimize a range of goals and predict prospective bids. Automated bidding is properly-suited for organizations with manageable and generous advertising funds. For companies that are just beginning to use Google Ads, this may not be the best strategy.
Often referred to as Google’s Automated B Bidding Strategies is associated with the idea that it’s just a way for Google to get you to spend more money. Don’t get involved in automation and focus on the actual work that most customers could easily understand from one day to the next. You could train a monkey script to do most of the Google AdWords optimization, or write a script to do it for you.
Machine-learning Works at Google
With the development of Google AdWords into Google Ads, machine learning processes have also evolved since the last time we dealt with automation. Automated bidding strategies can be quite intimidating, but they are based on combining keyword and account history (account performance) with Google’s machine learning. When bidding, machine-learning algorithms allow you to make more accurate predictions about your account and how different bid amounts can affect conversions. Machine-learned Google algorithms access this information and can process up to 70 million signals in 100 milliseconds.
Automate Ad Copies and Use Ad Personalizer
You can automate certain ad copies and texts using an ad personalizer, which can customize the text of your ad to match what someone is looking for based on your search history and account history. Or you could set up automated rules that interrupt sub-average ads to start a machine-generated ad automatically. One can even modify the ad rotation to rotate evenly, and to optimize it to be powered by Google’s machine-learning technology.
Automation is helpful for dedicated marketing teams, but it can also help digital marketing agencies by providing a way to streamline their processes. If a marketer decides that he wants to include more than just the page in the feed, Google can target the ad and display it with an automated headline. The fact that Google has automated its processes does not mean that PPC specialists have become obsolete. Using automated features can help you make the most of Google Ads, and it’s a combination of manual management that has been abused by some.