Enjoy today’s guest blog by John Terra:
How Automation Makes it Easier to Run a PPC Campaign
Here are some popular rules for you to incorporate into your Adwords campaign. In order to implement any of them, click the Automate button found on the Campaigns, Ad groups, Keywords, or Ads tabs.
Automate your PPC campaign and make it easier to increase online revenue
- Turning special ads on or off for a promotional event. Your business has a Cyber Monday promotion that you want to make sure starts up at 12:01 am, then ends at the end of the day. You create the ad, keep it paused, then set up the rules for start and stop. Shazam! Instant scheduling, done easy! You can even do this for an entire ad campaign.
- Pause a low performing ad. You and your compatriots were so sure that your latest brainstorm was going to result in a tidal wave of clicks. But then again, every campaign looks brilliant at one in the morning and after eight rounds of your favorite alcoholic beverage. Fortunately, you can set up rules that pause an advert that has a very low clickthrough rate over a given number of impressions. You can set this rule up to run every day for those campaigns you want to keep a closer eye on.
- Adjusting bids. As you are probably aware, part of the process of a PPC campaign is bidding on what position your ad comes in when it’s searched for. With this rule, you can increase the bids on keywords that are not only converting often, but are doing so at an economical level of performance. By the same token, you can also use the rules to decrease the bids on keywords that aren’t performing as often or efficiently. You can also adjust the frequency; for instance, you can schedule the adjustment for every week.
- Increasing your budget on certain days of the week. Once you get a good idea of how your conversions play out, perhaps with certain days being better than others, you can set rules that increase or decrease your budget values. And yes, that includes bringing the values back to the baseline. Maybe your business has something to with professional football, and after Monday night, you seem to get a lot of hits on Wednesday and Thursday. You can set the budget so that it increases by a certain percentage for those days, then back down to normal on Friday.
Even though these automation rules make PPC campaigns easier to manage, you should check on things periodically, just to make sure everything’s running smoothly. Automated rules don’t mean “set it and forget it.” Wise implementation of automation will make your campaigns easier to conduct, thereby giving you more time to devote to other tasks.
Byline: John Terra has been a freelance writer since 1985. He writes about everything from running 5Ks to business accounting software to the top 10 article writing companies.
Photo Credit: SEOPlanter
