Three ways automation is changing Google Ads strategy
Brace yourself, I’m going to use a buzzword here that you’re probably sick of: AUTOMATION. Google has fully embraced automation and if advertisers understand and utilize the benefits of the new Google Ads tools, you could save time, money, and lots of stress. Here are a few ways automation tools are changing Google Ads for the better:
1) Responsive ads have eliminated the need for A/B testing
A/B testing has been a best practice of Google Ads (or any digital campaign) for years – and for good reason. Perhaps headline A outperforms headline B by 5 to 1 margin. Or perhaps the “learn more” call to action consistently tracks better results than “contact us.” Responsive text ads take the best-performing components from your arsenal of provided ad copy and spits out the best, most relevant ad based on a person’s search query. Thanks to responsive ads, advertisers can now create “one” ad with 10 different headlines, eight different descriptions and five different calls to action.
Once the options are in place, Google will pick and choose from your menu of ad components, mixing headline one with description six, or headline two with description four. Whatever magical combination has the most engagement will be your end product. Pretty amazing stuff!
2) Machine learning improves ad relevance instantly
The new Ad Strength tool uses machine learning to understand your target audience, skim keywords and analyze audience intent to help advertisers write better, more relevant ads. This feature comes complete with a grade to give you an idea of potential success. As ad relevance is a huge component of quality score, this is especially important for advertisers.
3) Smart bidding makes manual CPC a thing of the past.
Google understands that every advertising campaign has a maximum budget, and that campaign goals can directly affect your bid strategy. If you have a campaign with 100+ keywords, manual bidding can be a nightmare. While we do recommend each new Google Ads account launch with manual CPC bidding, there are now nine other methods you can employ once you’re comfortable with how much you’re willing to spend on a bid:
- Target CTA (Cost per acquisition)
- Target ROAS (return on ad spend)
- Maximize conversions
- Enhanced CPC
- Maximize clicks
- Target search page location
- Target outranking share
- CPM bidding (cost per impressions, best for brand awareness campaigns)
- vCPM bidding (cost per viewable thousand impressions)
If you don’t select an automated bidding process, you’re likely going to find yourself struggling to keep up. Sit back, set the right parameters and let Google do the tough work for you.
Need help getting your Google Ads campaign off the ground? Drop us a line!