The increasing use of automation is transforming the global workforce, and digital marketing is no exception. Automated tasks such as pausing ads for out-of-stock products and using automated bidding strategies are reducing the manual workload for digital marketers.
Now what?
However, there’s no reason to worry: automation won’t eliminate the need for PPC specialists. Certain aspects of digital marketing necessitate human expertise that automation and machine learning cannot replicate.
Let’s explore how PPC specialists can adapt their roles in this era of automation and enhance their marketing effectiveness.
1. Reinforce the Basics
With additional time available, there are no excuses for neglecting fundamental best practices in your account or failing to keep them updated.
Ad Variations
Strive to have a minimum of 3 distinct ads for each ad group. Avoid simply replicating the same ad with a different H2. Experiment with various calls to action, modify promotional language, and try different headline placements for your brand to determine what resonates best with your audience.
Ad Extensions
Utilize ad extensions to provide detailed information about your product or service, thereby maximizing your ad’s visibility. Incorporate as many relevant ad extensions as possible, as a wider variety increases their likelihood of appearing alongside your ads.
2. Stay Informed
The ever-evolving digital marketing landscape necessitates staying updated with new features and updates. By automating time-consuming manual tasks, you can dedicate more time to keeping pace with industry trends.
Responsive Text Ads
Following their introduction last year, Google now suggests headlines and descriptions for Responsive Search Ads, simplifying their implementation and allowing you to leverage machine learning capabilities.
Headline 3 and Description 2
Capitalize on Google’s expansion of Expanded Text Ads by incorporating a third headline and a second description. With the increased character limit for descriptions (now 90), maximize your visibility and utilize the additional space to highlight your unique selling points.
Headline 3 and Description 2, alongside the new 90-character description limit.
Explore the New Google Ads Editor V1.02
The latest Google Ads Editor prioritizes user experience with a right-hand edit panel and search functionality, enabling you to work more efficiently. Unlike the 2018 interface update, this new platform has been well-received by PPC professionals!
3. Time for a Clean Up
Overgrown accounts, often filled with low-quality content, are difficult to manage. By automating daily optimizations, you can focus on the bigger picture—the overall health and performance of your account.
Minimize Wasted Spend
Regardless of your budget, ineffective spending is wasteful. Identify and review underperforming and expensive keywords. Implement bid adjustments to prioritize spending on the most promising opportunities and ensure your return on ad spend aligns with your goals.
Reduce unnecessary spend on irrelevant traffic and poor intentions.
Optimize Negative Keyword Lists
Regularly review and update your negative keyword list using historical search terms. This not only helps reduce irrelevant traffic but also reveals potentially humorous search queries.
Content Review
Ensure your ad content is current and engaging by pausing outdated content that evaded end-date scheduling. Avoid confusing users with outdated information like holiday-specific shipping details.
Revamp Reports and Client Communication
While PPC professionals are accustomed to interpreting data, stakeholders may find it challenging. Simplify reports by adding context and clarifying complex metrics. Consider including an executive summary to make data interpretation easier for stakeholders.
Regularly communicate with report recipients to ensure they receive relevant information and identify any unnecessary sections. While algorithms, scripts, and automation offer benefits, they lack the crucial interpersonal skills inherent to humans.
Everyone likes a pie chart!
Knowledge is Power
Share valuable user behavior insights derived from PPC data with other departments. For instance, share high-performing keywords for SEO or highlight campaign observations that could inspire PR content. Collaboration and knowledge sharing foster a holistic approach to digital marketing.
4. Continuous Learning
Embrace automation as an opportunity for continuous learning and skill development. Allocate dedicated time for self-improvement to stay ahead of the curve.
Prioritize Learning
Schedule uninterrupted time for reading and personal development. Use this time to catch up on industry articles, delve deeper into specific topics, and minimize distractions.
Time to learn.
Broaden Your Horizons
Don’t limit yourself to your immediate field of expertise. Explore complementary areas like consumer psychology, website usability, or copyright law to gain a well-rounded understanding of the digital marketing ecosystem.
Attend Events
Conferences, seminars, and networking events offer valuable insights and inspiration. Utilize the time saved through automation to attend these events and enhance your professional growth. Rest assured, automated bidding strategies will manage your campaigns while you’re away!
Embrace the Human Element
While the evolution of PPC practices may bring uncertainty, embracing these changes as opportunities will facilitate professional growth.
Remember, automation is not infallible and requires human oversight. It’s crucial to monitor automated processes, as they may not always align perfectly with your account’s unique requirements.