When you’re running your own business, it can be tough to keep on top of your Google Ads campaigns while also focusing on other important aspects of your business, like sales and customer service. Luckily, Google has recently added several automated features to the software that will help make your life easier.
By using automated features in Google Ads, you can save yourself time by focusing on the work that’s most important to your business while allowing Google to handle the rest of the grunt work. These automatic features help take care of some of the more tedious tasks in Google Ads so that you can have peace of mind that your ad campaigns are being handled well and consistently, whether you’re paying SEO Sydney experts like us or handling it yourself. Moreover, these automated features are designed to help you reach and retain that target audience, regardless of your budget or advertising goals.
As you get started with your Google Ads campaign, it’s important to consider all the automated features Google has to offer, as well as how you can use them to make your life easier. Whether you’re using Google Ads for the first time or you’re just getting back into the swing of things after being distracted by other projects, here we’ve explained how to combine automation options to help you keep track of and manage your campaign in an easy and painless way.
Automation with Proper Conversion Tracking
Google Ads offers a lot of features to help make your life easier, but it’s important to know which ones will actually save you time and money. Automation is key for any PPC success, and proper conversion tracking is essential to make sure you’re getting the most out of your campaigns. If you are not tracking conversions, Google Ads gets confused about how to perform the automation. So, when you are thinking of a conversion optimisation strategy, consider the following:
- Primary and Secondary Conversions – Designate conversions as primary conversion and secondary conversion actions to let Google Ads know what actions you want for Google Ads reporting and further optimisation.
- Assign Values to Conversions – All conversion actions must be assigned a value. It’s always better to assign a value that is crucial to convey that these conversions are more valuable than others. When you list the actual dollars, Google Ads will better understand and automate your campaign effectively.
- Set Conversion Goals – For each campaign level, set specific conversion goals to help Google Ads understand that the particular campaign should be optimised for demo requests or content downloads.
- Track Leads – Always let Google Ads know when a demo request turns into a sales-quality lead. This step guides Google Ads to find more qualified leads and automate your campaign to achieve more goals.
- Conversion Value Rules – With Google’s new conversion value rules, you can adjust the conversion value depending on your audience, location, and the device user uses. Get help from SEO experts near me for more advice.
Bid Strategy for Automation
Smart bidding is used to generate more qualified leads and sales at the right spend. It is also one of the biggest reasons why Google Ads automation has improved recently. However, the bid strategy can vary based on several factors, such as your account setting, conversion goals, and more. Target CPA (tCPA) and Target ROAS (tROAS) are the two of the most favourite bid strategies among the SEO Sydney experts as both of these options optimise for money. When you are focused on getting more return on your ad spends or getting more leads, these strategies will work best with the money intend. But if you are running on a low budget, you can take advantage of other bidding options such as Maximise Conversion Value and Maximise Conversion Bidding.
Targeting Methods Automation – When you have the right bid strategy, you can test Google Ads’ targeting methods to generate more new leads. So, always keep in mind to group these targeting methods with the right bidding strategy and conversion tracking to reach more audiences.
Keyword Targeting – Broad match keyword targeting requires the right bidding strategy, budget, ad schedule, and device targeting to achieve more qualified leads and sales. Whenever you use broad match keywords, make sure to create a separate campaign for phrase and exact match keywords. Separating these campaigns ensures that both campaigns have the budget they need to run the campaign and modify the bid strategy if needed.
Audience Targeting – There are a myriad number of audience targeting options that rely on automation, and without the right bidding strategy or conversion tracking, these efforts will go in vain. So, use custom segments, predictive audiences, and optimised targeting to achieve the best results. Custom segments and predictive audiences help Google Ads find people with similar interests, and optimised targeting provides more control over manual audience selection and helps find leads that are likely to convert.
Focus on Account Structure
Did you know your ad groups and campaigns can affect the performance of your Google Ads account? It’s crucial to use smart bidding strategies and break out your campaign based on ad schedule, location, search intent, keyword, the device used, match type, and more to get more control over your ad budget.
Automation has the potential to save you time, enable adjustments for your campaigns, and tap into opportunities that you would never have thought about before. But, it’s important to maintain control over that automation. So, make the decisions, tell Google Ads what your goals are, how much you are willing to pay for conversions, how you want to measure your return on investment, and more.