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The Ultimate Guide To PPC Automation: What You Need To Know

4 Mins read

Automation is everywhere today with the rise of AI and machine learning technologies. Paid campaigns require a lot of work, and automation can ease the burden of marketers. It also eliminates human errors and increases productivity for marketers. Since brands invest a lot of money in PPC ads, automated tools are necessary for effective ad spending. If you want to leverage automation for brand success, you must first learn about PPC automation. Use this guide to educate yourself about PPC automation.

What is PPC Automation?

PPC automation is about using AI and machine learning technologies to automate paid ad campaigns. Usually, companies hire a PPC company for their paid campaigns. But PPC automation does away with the need for a company. Brands can create and optimize paid campaigns, eliminating or minimizing the need for human oversight. PPC automation is helpful for big brands who have thousands of customers, as otherwise, they should spend a large sum in hiring a PPC company. There are several tools to help brands simplify their marketing efforts.

How PPC Automation helps brands 

  • Keep your expenses in control: PPC campaigns will force brands to stretch their budget to cover unexpected expenses even if they work with the best SEO company. If they forget to include negative keywords, their ads will be displayed for customers who have no commercial intent for the product. These keywords will add up to the cost in no time, so it is necessary to monitor your campaigns. PPC automation helps brands set alerts that notify them about their spending.
  • Spot falling conversion rates: There could be an issue with your CTA or some element in your landing pages that makes your conversion rates drop. It is not easy to monitor which landing pages have falling conversion rates on your own. Working with the best SEO company is a solution, but it is too costly. But PPC automation helps you receive frequent notifications about landing page issues at minimal or no costs.
  • Keep track of impressions and clicks: User impressions help brands determine whether their campaigns are successful. If you have preset benchmarks for impressions, it will be hard to keep track of all your ads. But PPC automation avoids this problem as it notifies you about impression rates.
  • Collect data from multiple sources: Data collection is necessary to study the performance of your campaigns. PPC automation tools collect data and convert them into readable reports. You can read these reports to have an overall idea of your campaign performance.
  • Optimizing ads for more revenue: Many ads need little changes to give you more returns. PPC automation identifies these ads and optimizes them for you. You do not need PPC marketers for optimizing ads, as PPC automation tools can do that task with greater productivity and increased results.
  • Saving resources: PPC automation saves your time, energy, and money. All you need is to purchase a few user-friendly PPC tools for your campaigns. By automating your paid campaigns, you can run even more campaigns for multiple regions. It allows you to expand your business at minimal costs while delivering results in the long run.

Types of PPC Automation

PPC automation is a big area, and you have multiple tools at your disposal. There are at least five types of PPC automation tools available for you to make a decision:

  • Built-in tools: These tools are user-friendly and help beginners in the industry. These tools can automate some aspects of your campaign and perform basic functions.
  • Rule-driven automation tools: In these tools, you can manually change the settings to create rules specific to your campaigns. It allows you to set these tools to react differently in unique situations. 
  • Custom Scripts: You can hire programmers to create custom scripts using JavaScript Code. It allows you to create unique features which other tools don’t offer. 
  • Third-party PPC automation software: Brands could feel that solutions provided by major tech brands like Google don’t meet their needs. In that case, they can buy third-party tools to automate multiple aspects of the campaign. 
  • Custom Builds: Big companies might feel that readymade tools or third-party tools don’t meet their needs. They can work with developers to create PPC automation tools, made exclusively for their operations.

Tips for PPC Automation

Start with goals and strategy for your campaigns

PPC automation tools are helpful for brands, but only if they have goals in the first place. Brands should be clear about what they are trying to target in their campaigns. It could be increasing brand visibility with keywords or increasing conversion rates. The goal will keep the marketers focused and not get distracted. Likewise, brands need a strategy to accomplish their goals. There are multiple ways to arrive at the goals, but there is a better way to do it. When you identify the best way to achieve the goal, you can save a lot of resources.

Get familiar with tools 

You need to know the special features of the tools available in the market. Spending a lot of money on advanced tools is not a wise decision. Being clear about your goals is the first step in selecting the right technology. Then you need to pick the tool that helps you implement your strategy. It need not be expensive, but it should have the right features to accomplish your goals. Being aware of the strengths and weaknesses of such tools will also help you make good decisions.

Feed the tools with the right data 

The tools need the right data to give you accurate results. If the data you feed is not accurate enough, you will not get results. So, it is necessary to feed your tools with updated information about your customers.

Test the tools

You should not blindly test the tools just because they are powered by AI. So, run A/B tests frequently to check the performance of your tools. It is crucial to determine whether automation improves your campaigns. If you find that automation does not give you the anticipated results, consider switching to alternative tools.


It takes some time to better understand how these tools work. If you are patient enough, you can discover unique ways to get more results for your brand. So, make sure to invest in the right tools as you will work with them for a long time.


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About author
Ujwal Sharma is an Indian Award-Winning Entrepreneur, Investor and Digital Marketer. He is the Founder and CEO at Uzi World Digital. Follow Ujwal Sharma on Twitter - @Theujwalsharma
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