google ads automation, advertising, google, machine learning

Best Google Ads Automation Tricks

Google Ads is an advertising system that needs a high investment in terms of time and efforts to be profitable. However, it’s constantly evolving and offering users new adwords automation opportunities. 

Google Ads allows you to set up automated rules that helps you increase or decrease your bids or budget automatically. For instance, if your ad falls off the first page of Google results, you can set up a rule that automatically increases your keywords bids. 

Another option is to have your campaigns automatically created and optimized with tools like Clever Ads, and forget about it! In this case,check your personalized dashboard and check your metrics, afterwards contact your account manager for any changes needed.

But if you want to manage Google Ads by yourself, I recommend semi-automating your account through automated rules. It is really useful and the best option for you, as you won’t have to check Google Ads and improve it daily despite of managing it by yourself.

The most used Google Ads Automation rules

Scheduling ads, budget & bids

You can select when to run or stop ads, which could be a great life-saver in case of running seasonal promotions or specific promotional events, as programming the ads will prevent you from making mistakes or forgetting to activate and deactivate them. You can also schedule your bidding and your budget to change during certain hours of the day, or certain dates.

Pausing low-performing keywords and ads

Stopping keywords and ads with a bad performance can be done automatically. You can base this on performance metrics like the cost per conversion or the click through rate.

Changing bids & budgets

You can adjust bids for keywords…

  • Based on the cost per conversion.
  • To ensure they appear in the first page of Google results.
  • To target a specific average position.

You can also directly configure your campaigns to be stopped once you’ve reached a certain budget spend through the months, a certain number of clicks partway through the day.

Another really common practice is to automate increase on bidding for campaigns performing well according to their cost per conversion.

google ads automation

What you should watch out when setting automations on your Google Ads account.

You should be especially careful…

…when setting automatic rules to increase or decrease daily bids on an entire account. Try to make really small changes always taking into account the previous day and don’t make larger changes without closely observing the performance over time. 

Don’t double dip on data…

…if you have set a rule weekly, the longest data window that you should set is the previous 7 days, not more not less, as you would be optimizing the same set of data twice.

When setting automations for keywords…

…take into account that sometimes you don’t want all keywords to be affected by the change. You can use “conditions” for excluding those keywords.

Start implementing rules…

…with the frequency “one time” to understand their impact, and then set them up to run on a recurring schedule once you are comfortable with it. 

Always preview your rules…

…before saving them and understand how they’ll affect your ads, specially when the changes affect an important part of the account. 

Take advantage of Google Ads email automations

As stated previously, it’s a pity having to check Google Ads, and not because we want to but because it’s literally necessary to do it. Automated emails help you be a little less stressed, as you will be notified if changes you consider important are happening in your Google Ads account.

You can benefit from them by creating a “send email” rule, selecting the metrics that are important for you. This way you will only enter Google Ads when you want to make adjustments due to the information received by email, and you won’t have to search what to improve, as you will already receive the information. 

Email automations are also useful for receiving Google Ads reports automatically. This way instead of creating the report each time you want to run it, build it once and then receive it daily, weekly or monthly, pending on the frequency you desire. Google Sheets will pull the data required from Google Ads automatically. 

To sum it up

Running Google Ads isn’t as fun as you could thing, uh? You could spend hours creating your Google Ads campaigns and optimizing them daily. Automated rules and scripts are a lifesaver, specially when combined with automated emails and reports. 

Nor only you will save time and efforts but at the same time you will be producing better results much faster. So what are you waiting for implementing these Google Ads automations?

If you want to know a little more about the app we have talked to you which can help you with your Google Ads campaigns, read this Manuel Climent interview and get more info!

 

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