In this days technology and automation play an important role in the Internet Marketing space. Paid search and social functionality is more difficult than ever, the many of systems that require to be managed is regularly growing and client is challenging further analysis and insights. These convergent dynamics put a force on the account manager’s ability to effectively handle accounts. The right technology provides the ability to improve schedule projects and solve complicated problems quickly, which frees up account managers to focus more on certain planning and discovering new increase opportunities.
Defining Automation Needs
The complicated part about automating a Pay Per Click (PPC) account is identifying where to start. How do we figure out what to improve, and how do we get the right set of technologies for the job? The 1st step in the process of and this question completely understands what an account’s goals are. You can obtain this info by business download meetings, comprehensive data analysis, business analysis and account audits. Once you’ve clearly described aims, you must create a way to achieve those goals. An apparent strategy provides into focus the kinds of tasks that require to be completed and the types of technology and automation required to take it out.
We full these optimizations on different schedules ranging from everyday to per month. Because the account is so large, it requires a ton of time to personally complete these schedule tasks and takes away from higher-impact growth projects.
Based on the above details, we were able to apply a extensive set of automation rules to handle standard account optimizations. Here’s a sampling of several of the rules we set:
- Pause all keywords & all ad groups spending more than $300 without a conversion over the past 30 days.
- Reduce bids 25% on all keywords with a above $500 cost per acquisition over the past 30 days.
- Stop queries with 0 conversions and more than $300 in invest.
Any automation we put in place should straight support the outcome that we’re trying to obtain. Automation guidelines that aren’t in positioning with overall account technique can lead to poor performance. Carefully think by any automation plan and look at both the advantages and risks before using.
What Type of Technology should I use?
Moreover, the advertising platforms themselves offer automated bid management functionality and give the ability to stop keywords, ad groups and campaigns, according to specifically defined requirements. You can even setup scripts in Search engines (Google) that allow for paid search accounts to be integrated into a firm’s inventory or CRM system.
Budget and account size certainly play a big part in determining whether to implement third-party technology solution & free tools the advertising platforms offer. It’s important to think about cost vs. time held in order to concentrate on big strategic initiatives. This reporting tool instantly pulls spend from a various advertising platforms and other associated account information like clicks, impressions and click-through rate. The tool allows you to build dashboards and KPI graphs that track efficiency vs. your goal. It’s very well worth the financial investment, because automating information collection frees up account managers to focus on getting action in accounts.
When determining whether to use paid technology vs. a less highly effective free tool, I use the following conditions:
- Can free automation tools made me meet account aims and execute strategy efficiently?
- Do paid tools offer me functionality that gives further efficiency ideas that I can’t get from free tools?
- Will I save an important amount of time with a free tool, above and beyond what I would save by using a paid tool?
Having a described need for when to use technology will help you to determine whether or not it’s beneficial to invest in technology.