A lot of business owners ask me “How do I make myself more efficient?” Automation is something that can take your business to the next level but you need to know how to apply these automations and how they can work for you. Today we are going to look at how to use automations with your Google Ads campaigns with one of the experts in this space.
Google Ads Strategy Overview
Managing PPC ads can be approached from a number of different angles and the success of your automations depends on the strategy you are using. For this reason it’s important to know from the outset what you want to achieve.
In order to find success with Google Ads automation you should already be having some success with Google Ads but want to spend less time on the day-to-day management of your account. You may have already identified some of the repetitive tasks which could be automated: For example, selecting keywords, turning off poor performing keywords, etc.
Whatever your ideas about strategy, you need to be sensitive to the market and led by what the data is telling you. We are going to give you some ideas that can help guide your strategy – including some new technologies and techniques – but you should run trials to see how they perform then assess the time saving efficiency and improved performance they are giving you.
It’s important to keep an open mind when we introduce concepts that might challenge your existing beliefs.
There are 3 main strategies for PPC marketing:
- #1 – Showing up #1 all the time, no matter the cost
- The maximizer – Getting the most you can out of the budget you have
- The profiteer – Spending as much as you can to be profitable
The first one is expensive and can be inefficient so we will focus on the second and third strategies. This course will give you the confidence you need to refocus your campaigns for maximum profitability.
Your Google Ads strategy should be an advertising data ongoing cycle that starts with research into the different campaign techniques and then uses the data from the resulting campaign to feed back into the decision-making process so that you are always iterating and improving.
There are different ways to approach
Your Google Ads automation strategy depending on your budget and your growth objectives – different strategies can help you move faster or give you more cost savings. We will guide you to help you choose the best strategy for each situation.
Google Ads bid strategies can be good to start with as they are fast to implement and will give you fast results. However, the more control you have, the better results you are going to get in the long term. In this workshop, we’ll show you how getting to grips with these manual strategies doesn’t have to be difficult.
Even though moving away from built-in bid strategies is better in the long term, you shouldn’t skip any steps when automating your Google Ads performance. Use a gradual approach to account building so that you learn what’s going on behind the scenes in Google Ads. Start with a built in Google Ads feature, then consider scripts and software as a next step. This is crucial to understanding what kind of results are possible so that you are then in a position to optimize those processes. Starting a brand new account with a complex automation scheme will lead to terrible results!
Remember you can find out more about Google Ads automation strategy in our masterclass for every skill level.
Google Ads Account Structures
One of the issues we see is that sometimes users don’t think about how Google uses the data that they put into it. There are two key reasons why you need to rethink your strategy:
- Smart bidding – This new feature of Google Ads really benefits from having better data to work with. This means moving every time someone clicks on your pin away from a siloed data approach into an aggregated data approach.
- Intent Matching – Since Google has introduced intent matching, it’s much harder to use keywords in a predictable way. This means introducing SIAGs to your bid strategy.
Then we will look at how you can combine them for even better results.
SKAG (Single Keyword Ad Groups)
A Single Keyword Ad Group is one keyword per ad group, often with multiple match types. These are used to give you a lot of control to target users who search for specific terms.
Here is an example of a SKAG-based campaign structure. You can see how the ad copy is tailored to a specific keyword group.
You might be wondering if, in a world vietnam news latter of smart bidding and intent matching, SKAGs still have a role to play in your Google Ads strategy.