As an era of retail text ads is changing, retailers with large product catalogues or prominent investments in PPC channels know it can be hard to stay ahead of the channel management. With so many concurrent campaigns and a range of products, it becomes less genuine to devote the product-level attention that each SKU deserves.
From supporting retailers with their advertising strategy to staying ahead in competition, PPC automation is used for various purposes, containing –
Alerts – keywords, ad groups, low-performing campaigns
Reporting – KPIs, custom metrics, and metrics
Advanced Optimizations – Stop low-performing creative, optimize for custom metrics
Recurring Tasks – Ad creation, ad copy: inventory, sales, pricing
PPC automation types include AdWords, automated rules, AdWords only platforms, AdWords scripts, and enterprise cross-channel bid platform. The variant ways retailers can control bid automation strategies include –
Custom Rules & Algorithms –
While, these might be considered as ‘less-refined data algorithms, “they will provide more freedom for customization and are available to outer data sources, like stock info, weather data and much more.
AdWords’ Existing Automation Features –
Automatic bidding is the easiest AdWords bidding strategy. There are a lot of automation tools available in AdWords, which can increase CPC, target CPA, target search page location, target ROAS, and maximize clicks.
Use offline conversion data for bidding –
Retailers can post offline conversion data directly in AdWords and adjust bids based on offline data. It is handy for retail shops and lead generation with longer buying cycles.
Build up your own algorithms and rules with AdWords Scripts –
Retailers can use sheets to save historical data on Google Drive, or host the data in .txt or .csv on their server. This data can be utilized to inform actions on bids and schedule weekly or daily adjustments, depends on volume of traffic and keywords.
Even though technology drives efficacy in a well-planned campaign strategy, it does not build a well-organized campaign strategy. In simple words, you do not want to depend on automation along against your competitors and believe to win, however you must know how to control automated technology to boost your bidding strategy.