Key Takeaway: Doing tasks manually allows you to have more control but it’s a high commitment and requires tons of time and effort while competing against not just your competitors but Google. In her presentation, “Let It Go: How to Embrace Automation and Get Way More Done“, Francine Rodriguez shares automated tasks we all should know to win back time.
Watch Francine’s presentation to automate:
- Maximize clicks: This strategy is recommended for companies with brand new campaign, lacking conversion tracking, and/or looking to get started with automated strategies
- Target impression share: This strategy is recommended for companies with a larger budget, but the pros of target impressions share has a bid cap
- Maximize conversions: This strategy is recommended for companies with accurate conversion tracking with historical data of at least 20 conversions
- Target CPA: This strategy is recommended for companies with accurate historical data with a lot of conversions
- Target ROAS: This strategy is recommended for e-commerce companies with historical data of at least 20 conversions
- Ad Copy: With responsive search ads you create up to 43, 680 variations with 15 different headlines and 4 different descriptions
- Display Ads: Responsive display ads are recommended for companies with little budget for creative or has no in-house graphic designer
- Smart Shopping campaign: With smart shopping campaigns, e-commerce companies with accurate conversion tracking and remarketing campaigns can have their ads on Gmail, Youtube, Google’s Shopping Carousel, and Display Network.
💡 Pro Tip: Set up a target ROAD bidding strategy, subdivide products, and exclude under-performing products
The cons to this campaign type is that you are unable to add negatives and you’re unable to view search queries.
💡 Pro Tip: Do not run the same product in a smart and shopping campaign.
Remember in April 2020, Google allowed companies to advertise for free on the shopping campaign.
- Keyword Match Types: Francine recommends embracing the future of pairing keywords to audiences vs. match types because the match types we used to know just aren’t the same.
The new match types have the same name, but aren’t following the rules:
- Function words
- Words can be reordered
- Words can be paraphrased
- Have the same intent
- Can me implied
- Close variants
With this rule change, advertisers would see 3% CTR increase with the addition in traffic.
Francine recommends identifying and focusing on one match type and being great at it.
She also says say bye to Single Keyword Ad Groups and Campaign Structure by Match Type.
The scripts to automate these strategies can be found here.
Pro Tip: Still on the fence about smart PPC? Read the 8 terrible reasons to avoid it, and 8 reasons you’re crazy NOT to use it