It can be time-consuming to manage PPC campaigns. From searching keywords to writing ads copy, you will need to manage all of these tasks.

Businesses of all sizes are finding that PPC automation is becoming increasingly accessible. The right PPC automation strategies and tools can greatly improve the efficiency of your campaigns.

PPC automation definition

PPC automation refers to the use of technology to optimize and run your PPC advertising campaigns. PPC automation tools allow you to automate PPC research, bidding, and many other tasks. Automating PPC campaigns can help you save time and increase ad effectiveness.

Different types of PPC automation tools

• Built-in tools

Many platforms have built-in tools that allow you to automate certain aspects. These tools can automate tasks such as bidding.

• Rule-driven automation

You can manually set up Google Ads to create rules which automate part of your campaign management.

These rules allow you to tell Google Ads to take a variety of actions depending on what the situation is. You can tell Google Ads, for example, to raise your bids for a keyword if it performs above a threshold.

• Scripts

To automate your PPC management, you can also create custom scripts by using JavaScript code.

This requires programming skills and knowledge about Google Ads. However, you might be able to find pre-written scripts that you can use.

Scripts can be especially helpful for large campaigns or companies with many campaigns. You might also use scripts for customizing changes that are not offered by pre-made tools.

• Comprehensive PPC automation software

You can also use third-party tools to automate advanced PPC tasks.

These PPC software programs automate many aspects in your PPC campaigns, from adding ads extensions to distributing budget.

• Custom-built

A custom PPC automation system can be built. This approach requires some development skills. This option is most popular for large companies that have specialized PPC requirements.

What are some things you can automate?

What aspects of your PPC efforts are you able to automate? These are the most common ways you can automate PPC.

Automated bidding

PPC automation is used most often for automated bidding.

Google Ads offers bid automation tools that can be very useful. Based on your goals, you can set automated bidding strategies. Google Ads will automatically adjust your settings to meet your goals.

Smart bidding strategies optimize your bids for every auction to reach the conversion-based goals that you have set. These strategies make use of machine learning to adjust your bids for each auction and account for aspects such as location language and device.

To automate your bidding, you can also use third-party tools or custom solutions

Automated Ad Testing

Automating your ads can help you determine which ones perform the best.

You can use Google’s responsive SEO ads feature to create different headlines and descriptions for search ads. Google Ads will automatically run the most effective ads more often based on how they perform.

Automated reporting

PPC Ad Platforms provide a lot of data, which you can use to improve the effectiveness of your campaigns.

To improve data analysis and reporting, you can also use PPC automation software. These tools can be used to combine data from different sources and your ad platform.

Automated campaign management

You can automate the management of different aspects of your PPC campaigns by using rules, scripts, and PPC automation software.