Streamlining Your PPC Strategy: The Benefits Of Layering Automation Tools And Solutions

Streamlining Your PPC Strategy: The Benefits of Layering Automation Tools and Solutions

by Micah James — 1 year ago in Review 4 min. read

After many years of deliberating about the potential negative consequences of industrial automation for blue-collar workers, it is now clear that robots will also be coming for professionals.

This may not be possible immediately. It seems certain that automation will allow organizations to automate many of the processes and tasks currently performed by humans in the coming years.

The latest version of OpenAI’s ChatGPT has caused a lot of concern. Its remarkable fluency in language generation has sparked a legitimate AI arms race between tech giants such as Google, Apple, and Meta. Microsoft holds a large stake in OpenAI, making them the undisputed leader.

Marketers are eager to make ChatGPT a part of their image-generating AI tools to automate a variety of tedious tasks. This includes everything from outreach to ad personalized nations and more. The hype surrounding this tech is not enough to cover the advanced automation capabilities found elsewhere in the marketing stack.

One of the hottest trends in marketing automation is PPC Automation Layering. This tech-enabled and human-led process was popularized by Optmyzr, a PPC management leader. Although this process can improve marketing performance and efficiency in a big way, it is only as good as those who are supervising it. Let’s start with the basics: What is PPC automation layering? And what does it do for brands and human marketers?

What is PPC Automation Layering?

PPC automation layering is the use of multiple PPC automation tools to control and interpret pay-per-click advertising campaigns.

PPC Automation Layering Processes that are the best combine many automation types such as:

PPC Scripts

Javascript code blocks tell Google Ads that it should look for certain events or parameters (such as a broken link, budget threshold, etc.) and then take a specific action (such as notifying the campaign manager of the broken link or suspending the budget-busting campaigns). Marketers with limited Javascript knowledge need not worry. Optmyzr provides a complete set of scripts that are either low- or high-code.

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Rules for automated PPC

Automated rules are similar to but more extensive than PPC scripts. They direct ad engines to take specific actions using “if-then”, and other logic-based parameters.

They can be used to apply bulk actions to larger campaigns. They can be difficult to set up and they don’t scale well across platforms. Optmyzr’s Rule Engine is an API-connected logic toolset that simplifies logic construction. It makes it easier to apply rules across campaigns, rather than just one instance or platform.

Automated PPC Notifications

Alerts are the backbone of PPC automation layering. Alerts notify you in real-time of adverse events using the method of your choosing: email, Teams or Slack.

This “untethers” you from your ad manager workstation, allowing you to concentrate on strategic or higher-value tasks. You can also look for PPC alert tools that are comprehensive and fit all trackable campaign KPIs.

PPC Automation Layering Uses

PPC automation layering has many uses. Let’s look at three that you have likely seen in your marketing journey.

1. Early detection of Smart Bidding Malfunctions

Google’s Smart bidding process has been around for a while and is a well-known marketing automation tool. Many marketers are very comfortable using it. If you don’t pay attention, it can make errors that could quickly destroy your ad budget. “Organic” bidding battles are less common and can be too aggressive for your comfort.

Both cases require that you stop the offensive part of your campaign as soon as possible. Optmyzr Core’s layers of automation tools allow you to catch out-of-control ad spending as it happens, rather than waiting for hours for Google to send you a report.

2. Improved outputs from Ad Platforms

Like ChatGPT’s supervisors trained the ChatGPT on billions of words from the Internet, and custom users train them for specific uses now, API-connected PPC automation software can “train” Google’s Ad engines to your campaign needs. This improves outputs and performance over time.

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3. Make Product-Driven Marketing Campaigns More Relevant and Leaner

By controlling inventory and other business parameters, layering automation can improve product-driven ad campaign results. Optmyzr’s API-connected Campaign Automator integrates business information into ad content and uses predefined rules for constraining campaigns.

If used correctly, it will result in a more targeted, efficient campaign or set of campaigns with less waste. They can also be used to automate bulk changes, cross-campaign pausing/unpausing, and other functions that are API-connected. This can greatly reduce the manual marketing work you do.

Can PPC Automation Replace Human Marketers?

We now have the question that every human PPC marketer is asking. It’s reasonable to wonder if generative AI’s potential replacement for millions of human content creators, managers, and managers will have the same impact on digital marketing specialists using PPC automation layering.

Unsatisfyingly, the answer is yes. However, PPC automation layering can also provide many opportunities (many of which we don’t yet know) for digital marketers.

This industry is constantly changing and evolving. The disruptions that are common to marketers who have been in the business for a while are not new to them. In this sense, PPC automation’s rapidly evolving state is just a continuation of the status quo.

The better question is “How is PPC automation changing the digital market?” Here are some preliminary answers:

  • Efficienter Campaigns

This is the most important takeaway for marketers and businesses. PPC automation, when paired with Optmyzr Core’s powerful synthesis tools makes marketers more efficient throughout the campaign’s lifecycle.

  • Stronger Campaign Security

Multiple automation tools can reduce the chance of a single failure causing your campaign to fail. Platform-specific errors are isolated and have minimal impact on the overall campaign. You can address the problem on your own, as long as the situation is not critical.

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  • For Human Marketers, Less Distraction

Algorithms are much more efficient than human brains. It’s almost impossible to manually monitor or react to automated campaign signals and events. The counterintuitive effect is to add an automation workflow to your existing marketing stack. This will allow you to concentrate on one task or one decision at a given time.

  • Campaign Performance: Better, more Responsive Visibility

Google’s standard toolset is slower than layered automation workflows. You’ll be able to notice when something is wrong faster and take action to reduce the impact.

  • Automation Campaigns Under Tighter Control

This result also seems counterintuitive. Multiple automation layers shouldn’t reduce human control of decisions and execution. Layered automation is more distracting than the other. This puts humans in control of the process at a high level while the machines do the majority of the work.

This overview should help you realize that PPC automation layering is most effective when intelligent humans use the best tools available to make their campaigns more efficient and smarter.

Micah James

Micah is SEO Manager of The Next Tech. When he is in office then love to his role and apart from this he loves to coffee when he gets free. He loves to play soccer and reading comics.

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