Here, we give you a short glimpse at the Adido guide to Automation in PPC and how to be ready for 2020. To download the full guide copy and paste the web address below into your web browser https://www.adido-digital.co.uk/ppc-automation-2020-guide/

1. Automation In PPC
AutomationinPPC
How to be ready for 2020

2. Introduction
AutomationinGoogleAdsis
adominantforceinthefollowingareas:
Bidding Ad
Testing
Finding
new
keywords
Negative
keyword
refinement
Attribution

3. Automation In PPC
Our top tip
Delegatethegruntworktothe
machine,butretainthetaskswhich
requirecreativityandbrand/
businessknowledge.

4. Automation In PPC
Attributionmodels
Firstclick
Creditawardedtothefirsttrackedsourceinaconversionjourney.FavouredbyPPC
professionalswhowantthehard-workinggenerictraffictoreceivemorecredit.
Lastclick/Lastnon-directclick
Theeasiesttocomprehendandestablishesasimpleframeworkforassessingmarketing
performance.
Linear
Eachinteractioninaconversionjourneyisgivenequalcredit.Aweakerruleasitsunlikely
eachinteractionwillplayanequalshare.
Time-decay
weightingofcreditbasedonrecenecyofconversion-allinteractiuonsgivencredit.Astep
upfromlinearbutneglectstherolethefirstinteractionprovidesingeneratingawareness.
Custom
Ifnostandardrulessuffice,toolslikeGoogleAnalyticsoffertheopportunitytocreateyour
ownrules.
Data-driven
Conversiondataisusedtocalculatethe‘actual’contributionofeachtouchpointacrossthe
conversionpath.
Position-based
Splitscreditbetweenfirstandlastinteractions(40% each) andsharestheremainderwith
channelsinthemiddleofthejourney.Typicallyusedforowvolume,highvalue
conversions.

5. Automation in ppc
AutomatedBiddingStrategies
EnhancedCPC
Goodfor
Caution
Drivinghighvolumesitetrafficatalowcost,whilststill
optimizingforconversions.
Avoidusingonbrandnewcampaigns.
Maximiseconversions
Goodfor
Caution
Gettingthemostconversionsfromyourbudget,
especiallyincampaignslimitedbybudget.
Cannotbeusedwithcampaignswithasharedbudget.
TargetCPA(tCPA)
Goodfor
Caution
ScalingcampaignsatyourcurrentCPAgoaland
maintainingconsistency.
Onlyapplytocampaignswhichhavehadatleast30
conversionsin30days.
Goodfor
Caution
Growingconversionvalue.
Musthaveaminimumof15conversionsoverthepast30days.
TargetROAS(tROAS) SmartShopping
Thisbehavesdifferentlyfromstandardinventoryads.Test
shoppingonastandardsetupfirst,getyourdataset,
recreateyourcampaignintoasmartversionandtest
‘maximiseconversions’.

6. Automation in PPC
Findingnewkeywords
DynamicSearchAds(DSAs)
Google’skeywordplannerhasbeenthego-totoolforreceivingsuggestionsonkeywordsfrom
landingpagesfrommanyyears.
WithDSAs,GooglehasbroughthiskindofresearchintotheheartofGoogleAds.
DSAsaresearchadsadaptedbasedonthecontentofyourwebsite.YouofferGooglespecific
landingpages,itwillcrawlyourwebsiteandatchdynamicallycreatedadsrelevanttoyour
searchterms.
DSAsarehighlyrecommendedforaccountswhichhavealotoflandingpagesandpossible
searchqueriesbutlowmanagementtime.
DSAscaneasilyrunawaywiththemselves,bothfortrafficvolume,andspend,soit’simportant
tobesrtrictwithyoursearchparameters
DSAsaregreatfor
creatingcomplexad
accountsatscale,
butfirstmakesure
youhavegood
website
foundations

7. Automation In PPC
Our top tip
It’sthePPCprofessionalwhomakesthe
decisiononwhattargetstoset,sochoose
wisely.IfatargetKPIistooambitiousthe
accountcouldbestrangled,andvolumewill
diminish.Iftooleniantthenvolumecouldgo
wildandspendwillshootup.

8. Automation In PPC
Our top tip
Don’tbeafraidtoutilisetoolssharedby
others;scriptsarecomplicatedtoset-upso
whensomeonesharesone,takeadvantage
ofitstimesavingcapabilities.

9. Automation in PPC
SkillsofthePPCprofessionalofthefuture
Lessrepetition,more
creativity
Theremovalofhighlyrepetitivetaskssuchasbid
management,keywordresearchandreportingpaves
thewayforstrategicandcreativeskills.
Trainthemachine
Themachinecan’tfunctionwithouthumaninput.
Determiningrules,targetsandparametersis
paramounttosuccessfulautomation.Otheractivities
arefarfromset-it-and-forget-itapproaches.
Changingfocus
Themachinehasnottakenoverhuman
communication.Clientservicesandaccount
managementinpresentingandexplaining
performancewillremainkey.BY2020allaccounts
shouldbetakingadvantageofautomatedsettings.
Apartnership
Automationscangowrongfromtime-to-time.While
automatedalertsandrulesareappliedtocatchthose
instances

10. automation in ppc
Our top tip
Testandrefine,
becautiousbut
don’tbeafraidto
goforit!
Asweheadinto2020,ifyouhaven’talready,it’stimeto
startreviewingtheautomatedsettingsavailableinGoogle
Ads(orchallengingyouragencyto),andgradually
introducethem.
Checklisttobeautomation
readyfor2020
Reviewyourattributionrules& monitorperformance
againstafewrules
Trialanewbiddingstrategy onacampaign
Introducearesponsivesearch advariantto
youradgroups
ExpandkeywordlistusingaDynamicSearch ad
Investtimesavedinmanualgruntwork into strategic
planningandcopywriting
Research scriptsandimplement