Structuring a PPC campaign has been a matter of discussion for a long time now. However, with automation playing a crucial role in PPC, we need to have certain new considerations to arrive at that perfect structure. We should be having a better understanding of the topic to arrive at the best solutions that will work effectively from a larger point of view.
SocialPulsar is one of the best PPC Agency in San Francisco, offering our clients a range of PPC services that come in as effective solutions. Being one of the top Google Ad agencies in San Francisco, we keep a close track of everything that is happening in the world of the web. This helps us to address various concerns of our clients and provide them with the right remedies to address the issues. Let’s look at how to effectively structure PPC campaigns in the era of automation.
Consistent structure is necessary for automation
The consistent structure makes management easier and prevents from getting lost in big Google Ads accounts. The machines will have a much harder time than humans in finding out where things are inconsistent in a structure. Humans pay less attention when matters are automated and are likely to miss out on even simple mistakes. The problems are mostly discovered only after they have caused overspend. On the other hand, during the bygone times when campaigns were manually created, the issue would have been noticed by someone much more easily.
Best results require automation layering
In order to get the best results, multiple automation is necessary. When we make use of more automation to manage our PPC, it is equally important to have more automation that can monitor what exactly is happening. This concept of automation layering is highly evident in automation that Google doesn’t permit advertisers to turn off – close variants. With close variants, exact match keywords can trigger ads for queries that are different from the keyword. This helps build new traffic, but it is not recommended to run an account on autopilot in a world of close variants. We should either spend time manually reviewing close variants or use automation that assures they don’t bring down performance.
Automation doesn’t need restructuring
Advertisers tend to change their account structure for enhanced performance and enabling automated bidding. This restructuring is totally unnecessary. Google learns from all queries. It uses signals to predict the likeliness of a particular query leading to a particular conversion. What matters more is the way in which you have set up the conversions.
Structure for business needs
To make automated bidding work better, you don’t have to restructure things. Getting the right structure depends on the nature of your business. Advertisers tend to split campaigns by device, region, match type and so on. These strategies are all good and if they are working for you, then don’t bother to change them.
No matter how big the change is, set your targets
Imagine that we plan to do different campaigns for different target CPA or ROAS. However, Google doesn’t want us to change the target of more than 20% at a time. Why is this happening? If the purpose of the structure is to aid business goals, and if they require a completely different target, why is it that we can’t set the values we need? This doesn’t make sense because Google’s machine learning predicts conversion rates for each click. Why is it that changing the CPA would interfere with that? It doesn’t. A new target changes the CPCs that go into the auction. When an advertiser begins to bid more, they will be able to show ads for queries that might not come up for before.
To know more about the topic or for any assistance for your digital marketing needs, get in touch with SocialPulsar. We’re happy to help.