Paid advertising platforms regularly report on the success of new automated opportunities. That’s why some PPC marketers worriedly ask, “Should I be scared of PPC automation?”
They are apprehensive about machines that may replace them entirely in the future.
In this article, I will try to dispel some uncertainties around automation and show how you can use it to your advantage.
What tasks can and can't be automated by ad platforms
Smart bid strategies and automated targeting only work if the algorithms have enough conversion data to train them. By analyzing conversions, the algorithms identify similarities between users who tend to convert. That’s why these automations must have appropriate reach.
Reach allows the algorithms to identify people from the audience who are more inclined to perform the targeted action. The larger the audience for analysis, the easier it is for the algorithms to identify the target audience – this helps the systems understand the difference between users who are likely to convert and those who are not interested.
It is good if data for analysis is based on macro conversions (for example, application form completion). But often, there are narrow niches that lack the data on macro conversions because there are fewer customers here to perform such actions. Therefore, to accumulate statistics, advertisers with narrow niches have to switch optimization to micro-conversions.
Actions like viewing a page or clicking on a link are often referred to as micro conversions.
It is important to understand that micro conversions are not the primary desired action users may take, but they reflect user engagement. Additionally, they happen more often than macro conversions.
Ad platforms can automatically manage bids and select targeting. But keep in mind that for the algorithms to work effectively, they must have enough conversion data to train. Remember that providing enough data and platform training control are the responsibilities of a PPC manager.
People will always outperform machines when it comes to automated banner creation. Of course, ad platforms can create many creative combinations on their own and test them to find the most effective ones, but people, not machines, always provide the initial ad content.
So it's too early to be scared that machines will replace you as a specialist, but it's time to use automation to make your life easier.
How to automate away mundane tasks
Did you know that you could set automated rules for paid ads?
This is a prime example of automation.
Google Ads and Facebook Ads provide their users with the opportunity to set automated rules, where the system takes the necessary action once the specified conditions are met.
If you have specific algorithms or logic that you adhere to when managing and optimizing your ad campaigns, then you can set them as rules so that they can be executed automatically.
However, not every algorithm can be implemented using rules. That’s why in Google Ads, you can manage ads using scripts, but this approach requires coding skills, so it’s not suitable for everyone.
Facebook Ads, in turn, have no alternative other than the Marketing API. But this is even more complicated than scripts in Google Ads.
Let's look at some examples.
#1 Set complex conditions
After launching a new advertising campaign on Facebook Ads, we need to track the results it shows once it has accumulated sufficient statistics.
Let’s say we got many impressions on one adset, and enough data was collected as a result.
If ad impressions or clicks in this adset are too expensive, we should turn our mind to it.
Unfortunately, Facebook Ads doesn’t allow users to set complex conditions.
As a result, this rule will be triggered only when all conditions are met.
Because of such restrictions, eLama have released their own Automated Rules that allow users to customize the direction as they want:
#2 Switch off low-performing campaigns
For example, we want to switch off the campaign when one of the following conditions are met:
We have spent more than $100 and haven’t received any conversions.
We have spent more than $300 and received four or fewer conversions.
In this case, the rule will look like this:
#3 Identify the most effective ad campaigns
Let’s assume that one of the conditions we set was to be notified when more than 200 clicks are received and each conversion costs less than usual (let’s consider $10 as our average cost per conversion):
This rule will help us identify the most effective ad campaigns.
#4 Disable ineffective ads
We want to disable unproductive ads in time so that effective ones get more impressions. The rule might look like this:
#5 Get sufficient reach
We want the Facebook Ads campaign to get ample reach, provided the price per 1000 impressions is within the acceptable range.
#6 Avoid budget overspending
In order to avoid budget overspending, we can set a rule to stop our ad campaigns if the ad spend exceeds a certain amount:
How to spend time freed up by automation?
I hope these examples will help you automate away mundane tasks so you will be able to free up your time and focus on strategic direction and functions like:
- Researching the needs of the target audience and creating effective ads
- Building a powerful marketing funnel, implementing analytics, and setting up tracking of important events
- Managing the effectiveness of automated bid strategies by changing optimization goals
- Connecting multiple platforms and services (lead import from advertising platforms to CRM, transfer revenue data from CRM to Analytics, and so on).
eLama platform can help you automate some tasks that you are currently doing manually. For example, Automated rules for Google Ads and Facebook Ads can save advertising money and give you the tools needed to manage ads effectively even when you don't have enough time.
We are gradually expanding the number of metrics available for tracking.
In the meanwhile, we’d love to know what you think about eLama and its built-in resources for advertisers. Email us at [email protected] if you are missing any options and features. We value your opinion.
Automated rules are available for Business subscribers. When registering with eLama, you can have the free 14-day trial for our powerful Business Subscription — no need to add your debit/credit card details to try.
Once the free trial is over, you can enter your payment details and subscribe to Business for $100 per month.