Best Google Ads Automation Tricks
Google Ads is an advertising system that needs a high investment in terms of time and effort 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 help 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 to automatically increase your keywords bids as a result.
Another option is to have your campaigns automatically created and optimized with tools like Clever Ads, and take the stress away! In this case, you can check your personalized dashboard and your metrics, then be able contact your account manager for any changes that are needed.
But if you want to manage Google Ads by yourself, semi-automating your account through automated rules may be the best option. This is because 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 life-saver you’re running seasonal promotions or specific promotional events. 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 even 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 cease once you’ve reached a certain budget spend through 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.
What you should watch out for 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 weekly rule. The longest data window that you should set is the previous 7 days, no more no 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. Then you can 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. Especially 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 a necessity. Automated emails well help you be a little less stressed by notifying you if changes you consider important are happening in your Google Ads account.
You can benefit from them by creating a “send email” rule and selecting the metrics that are important to 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 for what to improve as you will have already receive this 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 depending on the frequency you desire. Google Sheets will pull the data required from Google Ads automatically.
To sum it up
You could spend hours creating your Google Ads campaigns and optimizing them daily. Automated rules and scripts are a lifesaver, especially when combined with automated emails and reports.
Not only will you save time and effort but at the same time you will be producing better results much faster. So what are you waiting for to implement these Google Ads automations?
If you want to know a little more about the app that we talked about which can help you with your Google Ads campaigns, read this Manuel Climent interview and get more info!