Paid Search Marketing Automation: Embracing The Machine

Paid Search Marketing Automation: Embracing The Machine

Paid Search Marketing Automation: Embracing The Machine

This publish was initially printed on PPC Hero. Catch Megan talking at HeroConf Tuesday, April 18, at 2:15 p.m.

Nowadays, automation is synonymous with account optimization. eMarketer lately reported that two-thirds of senior entrepreneurs surveyed in Australia, the UK and the US have invested heavily in marketing technology over the past year. High causes to be used of selling know-how included gaining deeper understanding of consumers and prospects, automating course of and lowering time on administration, and taking a data-driven method to advertising.

The idea of machines perfecting what human entrepreneurs do is now a regular enterprise follow all through the advertising world. PPC practitioners (and their corporations) turning a blind eye danger not solely administration mundanity and payroll bloat, but in addition efficiency deflation. Transitively, these using or contemplating automation face the conundrum of investing in third-party administration instruments or constructing an in-house resolution.

Whereas the alternatives of automation are boundless, it is usually a strain level for a lot of. Beneath outlines the methods behind introducing automation into your corporation deliberately. We’ll additionally share a case research of how establishing an automation technique for Aimclear resulted in a 128 % enhance in workload capability (with lower than $100 spent per thirty days on instruments) together with consumer efficiency enhancements.

Taking step one

To maneuver ahead with automation, it’s crucial to take a number of steps again. Earlier than diving in head first with a $500Ok service, headhunting a Google developer, or queuing up a hefty ticket together with your dev group to automate for the sake of adoption, perceive the place the majority of your PPC group’s time is presently spent. Take the time to ask questions and analyze the patterns in your corporation’ or shoppers’ information. Acknowledge how these information factors have an effect on the underside line. Chart optimizations that might profit from automation, and draw the road the place human instinct is obligatory. Solely when the inspiration of a transparent purpose has been established can a technique then be formed to attain the targets.

Earlier than automating options are determined, determine:

  • What wants be automated?
  • How are we going to automate?
  • Does the answer work with huge information (scalability)?
  • Can backend information be built-in?

…and construct full stock of what could be automated inside accounts.


The know-how tango: purchase vs. construct

Will you purchase or will you construct? Sadly, there isn’t a straightforward reply right here. Choosing the precise know-how stack that fulfills your targets in an applicable timeframe can appear daunting with the overabundance of options out there. Taking stock of finances, account sizes, capabilities and sources in opposition to targets with stakeholders will develop into paramount throughout preliminary analysis and assist the method transfer alongside quicker.

Shopping for an automation resolution
Investing in a third-party advertising automation device often is the proper match if enterprise targets embrace full integration amongst numerous complicated advertising channels and backend methods in a brief period of time with out hoarding inside workers sources. Search entrepreneurs can extra simply tie optimizations to backend information and particular person buyer journeys. Shopping for additionally avoids shaking up the system an excessive amount of and permits for worker time efficiencies by adapting to 1 system and dashboard with out a number of pivots that may happen with constructing. Assist and troubleshooting in a single location additionally are usually some extent of settlement for customers.

Although shopping for an automation resolution is the lower-involvement route, it isn’t with out limitations. Typically, third-party stacks provide much less complexity, performance, personalization and information possession. To offset, builders have created quite a lot of plugins or add-ons for companies to get nearer to their wants.

Constructing an automation resolution
Constructing an answer in-house could also be a greater route for automation if enterprise targets embrace customized performance and, most significantly, if tech capabilities for information integration exist. It permits for companies to hone in on personalization of automation capabilities with out the restrictions that some instruments carry. Mature methods and platforms could not want extra automation, however relatively elevated information capabilities are desired. Moreover, constructing in-house can internet out to be a less expensive technique of optimization if pivots are restricted throughout construct.

The pitfalls of constructing automation in-house embrace time invested in mapping, defining, and creating an automatic resolution, and iterations it may take earlier than reaching a usable, environment friendly device.  Once more, it’s essential to evaluate your present stack in opposition to desired outcomes and capabilities. It might be a enterprise growth play for employees to develop into properly versed in coding or on your growth division to concentrate on information integration of particular platforms.

Marketing automation ideas:

  • If time and know-how sources are a shortage and accounts are mid-level measurement and spend, lower-tech choices similar to automated rules and scripts will must be a beginning block to construct a case research. Between scripts and automatic guidelines, many are in a position to attain an intersection of efficiency and effectivity with minimal coaching.
  • If tech or dev sources develop into out there and enormous information units are the norm, harnessing platform APIs presents entrepreneurs the flexibility to automate almost something optimizable in a deep and customizable means. API automation could be achieved by the use of a resident dev group or third-party integration platform as a service (PaaS), placing enterprise and channel automation within the arms of the marketer.
  • Encourage search and PPC groups to develop into acquainted with coding fundamentals to develop foundational information and growth of automation capabilities.  

Bear in mind, there isn’t a all-or-nothing method in relation to automation. Choose and select the place job repetition meets efficiency. Automate parts of duties to raised obtain targets. Spend time doing duties that add to efficiency and fill in analyses and proposals manually when vital.

Case research: How we slashed consumer CPLs whereas rising inside workload capability

At Aimclear, we lately got down to discover a resolution that might enhance each consumer efficiency and inside effectivity. An enterprise B2B search consumer was paying three.5 % of media spend per thirty days on a third-party bid and finances administration system. We started hypothesizing methods to save lots of the consumer cash, whereas undertaking efficiency targets of lowering price per lead and yielding a better ROI.

By establishing our targets (lowering CPL) and figuring out automation prospects (budgets, bids, bid modifiers), we discovered an answer by constructing our personal advert tech panorama utilizing AdWords, Scripts Supermetrics, Google Sheets and Google BigQuery.


One hiccup arrived early within the course of after we hit the Google Sheets cell restrict (which tends to occur quick when there are a number of accounts and MCCs within the image). The workaround included tapping into APIs by the use of scripts to push information into databases, the place it might then be extracted and pushed into logic formulated into Sheets. From there, optimizations may very well be pushed again into AdWords in a continuing loop.


For the consumer, this course of aided in a virtually 20 % lower in CPL, whereas yielding an elevated ROI.


Internally, adopting automated methods throughout paid search elevated workload capability by 128 % with lower than $100 spent per thirty days on instruments. Onboarding the in-house automation resolution did require some ramp-up time within the first first few months, and although CPL wasn’t under the third-party instruments, the consumer was not paying three.5 % of media spend in the direction of a device, and will put a refund into accounts.

Now greater than ever, search specialists are compelled to step far past mastering their channels. As an alternative of fearing the machine, embrace it by understanding tips on how to leverage automation to achieve effectivity and efficiency targets.  

Picture credit score: Julien Tromeur/