What are the pros and cons of paid search automation?

Search engine marketing (SEM) is constantly evolving. As Google launches new tools as well as features, digital marketers who make use of this advertising platform need to change their PPC strategies and adapt to the new ways of doing this.

These days with increasing moves by people to adopt automation in their businesses, in the word of PPC automating processes has become synonymous with account optimisation. It was recently reported that two-thirds of senior digital marketers have invested heavily in digital marketing technology over the past year. The top reasons for using this technology included gaining deeper understanding of customers and prospects, automating process and reducing time on administration, and taking a data-driven approach to digital marketing.

Paid search automation

A big shift is a growing interest in PPC automation technology. However, PPC paid search automation isn’t just the latest trend. It’s a solution which can assist advertisers to follow the future of paid search without having to reinvent their strategy time after time. More companies are investing in PPC automation technology.

The concept of machines perfecting what human digital marketers practise is now a standard company practice throughout the digital marketing world.  While the opportunities that automation presents are limitless, it is also a pressure point for many.

So, the big question is this:

“What is PPC automation, exactly?”

The term ‘PPC automation’ (or paid search automation) is the utilisation of technology, AI as well as machine learning in order to optimise your SEM efforts. Because that there is a growing number of networks and platforms which are available, using manual processes in order to managing paid ad campaigns manually has become a near-impossible task.

This is why automation technology has become a fundamental tool  for brands to scale their digital marketing and media efforts. By using PPC automation, digital marketing managers can free up their time in order to allow them to focus on top-level strategy as well as internal processes.

Pros of paid search automation

There are a number of huge benefits of paid search automation. Here are some of them:

Bid management

Some people will say that this is more of an art as opposed to a science. However, it’s certainly more the latter and, in addition, it’s also incredibly time-consuming. PPC automation will be able to manage the bidding for you, typically with a greater degree of accuracy as well as profitability

Ad creative and copy

For bigger accounts with a massive number of ad groups as well as campaigns, it is possible for you to use automation in order to optimise your ad copy based on data feeds, IF statements as well as  your website copy

Reporting

Get the data you require, when you require it. Produce insights that will assist you with making strategic decisions without the need  to sort and wrangle huge amounts of data.

The cons of paid search automation

If you’re managing PPC on a small scale and the campaigns are new or if  the campaigns are only going to be running for a week or so at a time, it’s probably best you don’t choose to automate those PPC campaigns.

Automatic technology can easily build lazy habits in the digital marketing and PPC teams. In automated campaigns, you won’t be learning or improving your PPC strategy.

PPC is a phenomenal way to generate leads for your business. However, make sure that you’re using the most effective method for your business.

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