Automation is used primarily on Google Ads Optimization, Display Networks, Algorithms & Facebook ads, automation allows networks the possibility of showing users what they want to see in real time, while at the same allowing enterprises to put themselves in front of audiences that matter.
“Automation shows people what their closest friends are doing based on an algorithm that detects their interactions. It shows them the page post of the companies, things & personalities that they’re most fond of, the commercials of the products they’ve shown interest for, all without having to program each experience individually, but at the same time giving users a unique one. It is probably the greatest achievement of artificial intelligence to date.” – Purna Virji, senior manager of global engagement at Microsoft.
When it comes to Google Ads Optimization, accurate automation is achieved through the proper combination of set ups; the first & most important are keyword listings, because they are the only element that is directly linked to the user’s search.
“Locations, interests, age ranges, & networks are filters marketers set up to further their Google ads optimization; however, keywords are what really connect them with potential converters. The rest are profiles they fit; the words are what really puts them in the same page,” says ESPN’s SEO Manager Carolyn Shelby.
Because of the previous, keywords have to be carefully selected to avoid showing ads in front of irrelevant audiences. You mustn’t forget Google Ads Optimization relies on both positive keyword listings & phrasings, as well as negative keyword listings, because negative listings are designed to avoid your ad from showing in front of undesired crowds that will most likely click on it only to remove it.
People who are unfamiliar with Google Ads Optimization must note that: in order to select the best possible groups of keywords, the Google Ads Optimization manager has a feature called: Google Keywords Planner.
The Keywords Planner further enhances a campaign’s Google Ads Optimization with the help of an analytic system that provides stats on the frequency with which certain keywords are looked up, how those searches change in time or have changed in determined time frames, & how those numbers can be predicted within’ the bounds & requirements of an specific campaign.
The Keywords Planner also offers bidding estimates so that you can base your Google Ads Optimization on individual bidding—which stands for giving each keyword their own push value on search matches—or on general biddings depending on how each keyword is ranking & offering at the time.
The keywords planner also allows you to enrich your Google Ads Optimization through their plan designer, which allows you to save selections, analysis, & bidding settings into send-able folders that you can easily share with your coworkers, team members or marketers to sharpen your campaign before it is released.
But what really is the smartest way to automate your Google Ads Optimization & is there only one?
The truth of the matter is that there are plenty of ways to smartly automate your Google Ads Optimization in the spectrum of digital marketing, meaning, your way is not the only way, & someone else’s isn’t better than yours. In fact, if a competitors Google Ads Optimization contains automation elements that yours doesn’t—but they fit your profile—it is perfectly acceptable to merge the best of both worlds to create a one of a kind, ground-breaking campaign.
The only pivotal thing, when in the quest for the smartest way to automate your Google Ads Optimization, is to make sure your way uses the available tools properly, & that it follows the guidelines set to avoid take down or mal-spending.
Automate your Google Ads Optimization the smart way in order to avoid the following mistakes.
1. Do you! Don’t tail your competitors
Despite the fact that what is working for your competitors could surely work in a mix for you, said statement shouldn’t be confused with trying to outbid them. Meaning, you shouldn’t focus on putting your time, efforts & money on ranking higher than them, because, though it is a goal, it does not guarantee that you’ll be outselling them. This because only ranking higher than them won’t give you reliable metrics like leads & sales. Remember you need to rely on leads & sales when aiming for a profitable Pay-Per-Click. ROI doesn’t come from speculation & higher appearance, it comes from analyzing results & putting that knowledge to work in the correct direction, so be careful.
2. Don’t cramp your keywords
Google Ads Optimization is all about proper automation of the settings, if you achieve that goal properly you’re on your way. Therefore, segmenting your keywords into ad groups to achieve higher ROI is crucial.
The previous will give you the chance to create ads that are specifically tailored for each set of keywords, which will help you avoid cannibalization. It will also help you increase your Click-Through Rate to produce a better quality score, & at the same time will make it easier for you to create your negative keywords listings. Remember that: the fact that your campaign is focused on a specific topic doesn’t mean all elements need to coexist together, some might make a better group than others so be sure to give every keyword its space to breath & achieve.
3. Don’t make your company look generic in your Google Ads Optimization
Google Ads Optimization takes hard work, innovation & expense, so don’t throw the former away with a landing page that looks generic or lame. Getting people to click on your ad is complicated, so if they click & land on a page that encompasses a world of things, instead of only what they were looking for, they will most likely abandon ship after having made you spend money.
No conversion, no ROI, so make sure that click takes them to where they want to be beyond their greatest expectations.
SOURCES:
https://support.google.com/google-ads/answer/6337820?hl=en
https://support.google.com/optimize/answer/7350320?hl=es
https://ads.google.com/intl/es-419_mx/home/tools/keyword-planner/
