PPC Automation: Everything You Need to Know

The fast-paced growth of marketing automation in recent times is foreseeable. With consumers embracing digitization, marketers are increasingly shifting to measurable and efficient online marketing campaigns. In this scenario, automation offers amore streamlined and effective approach to knock out repetitive tasks and manual processes that otherwise consume a significant chunk of your time – so that you can focus on improving your marketing strategy.

Marketing automation is integral to the success of your digital marketing campaigns, with 75% of all companies using at least one form of automation tool. This isn’t surprising because implementing automation into your marketing strategy can help achieve an average 451% boost in qualified leads. And one field of digital marketing where automation holds utmost importance is Pay Per Click (PPC) advertising.

In this blog, we will discuss how PPC automation can help increase the performance and efficiency of your paid marketing campaigns.

Importance of PPC Automation

An increasing number of businesses are embracing automation to optimize their PPC strategies and achieve greater results. But is PPC automation worth integrating into your marketing processes? Here’s why you should consider automating your PPC campaigns:

  • Scalability

Automation allows you to run more PPC ads without having to invest significant time. Depending on your marketing needs, you can scale your PPC campaigns up or down. Thus, you can enjoy more flexibility with automation.

  • Time Savings

The significant amount of time you can save is perhaps the biggest advantage of PPC automation. You can seamlessly offload much of your time-consuming and mundane PPC management tasks, and utilize the time to improve your core marketing campaign and achieve better results.

  • Ad Creative & Copywriting

If you run a large PPC account with numerous ad groups and campaigns, then automation offers the benefit of optimizing the ad copy and creative based on your website content, IF statements, or data feeds.

  • Accurate Bid Management

Bidding in pay-per-click advertising is a complex and time-consuming process. Through automation, you can efficiently manage the bidding process and with higher levels of precision and profitability.

  • Optimized Performance

PPC automation tools can help optimize your campaign performance and increase Return on Ad Spend (ROAS). It enables you to pull critical business data from different sources and compile these into meaningful reports. So, you can have a comprehensive view of your PPC campaigns, analyze the data accurately, and make informed decisions to achieve optimized performance.

  • Reporting

PPC automation provides insightful data right onto your fingertips and whenever you need it. Make strategic marketing decisions where you do not need to scour through and sort bulk amounts of data.

Types of PPC Automation Tools

PPC automation is a fast-evolving digital marketing trend with a range of tools that vary in cost and complexity. Most interestingly, you can automate pretty much every element of your PPC campaign – just you need to determine how much work you need to put in the campaign and which steps you are willing to automate.

Ideally, you should consider automating the following integral steps of your PPC campaign:

  • Campaign management
  • Ad testing
  • Bidding
  • Reporting

Discussed here are the common types of tools you can use for PPC campaign automation:

Built-in Tools

Several PPC ad platforms have built-in automation tools that are easy to set up and user-friendly. These are designed to automate various functions of your ad campaign, like bidding.


To automate PPC management, you can use JavaScript codes to create custom scripts. This demands advanced knowledge and programming skills in Google Ads; however, you can also use pre-written scripts. Scripts are an effective automation tool that is suitable for bigger PPC campaigns or a business that runs a large number of ad campaigns. These JavaScript codes can set your PPC ads to perform specific functions depending on the performance data you provide.

Scripts allow you to customize certain components of the campaign that you want to automate. These are ideal for bid management, split testing, and reporting, and allows you to automate external and internal functions – saving significant time in PPC account management.

Custom Builds

Custom builds are programming codes that allow you to automate and customize almost every element of your PPC ad campaign. These coded automations can help create columns and unique metrics that let you sort critical account data down to its accurate levels.

Comprehensive Software

A reliable comprehensive software platform enables you to automate, manage, and customize your PPC ad campaigns in a straightforward and user-friendly manner. With comprehensive software, you can do everything…and much more…as you would using Custom Builds and from a single platform.

Integrations and Reporting

For a PPC account manager, one of the most challenging aspects is reporting. They spend hours compiling data from multiple sources and creating spreadsheets to design custom reports. To address this challenge, you can automate the reporting system through integrations. This can make the process more streamlined and efficient – no more comparing data, no more exporting spreadsheets manually.

Integrations are platforms and apps from where you may need to gather data when creating reports. These may include platforms like Instagram Insights or Google Ads.

How to Get Started with PPC Automation?

Here are the key steps to get started with PPC management automation:

  • Set your PPC campaign goals: Before you begin to automate, it is crucial to determine what you want to achieve through your PPC campaigns. Setting clear and realistic goals can help choose the most suitable automation strategies and tools.
  • Explore different built-in capabilities and automation tools: When it comes to PPC automation, you have a variety of options, such as Google Ads, Facebook and Instagram Ads, Microsoft, etc. You may choose to have native automation capabilities or leverage more advanced automated PPC solutions.
  • Set up PPC campaign and track conversion: When setting up a campaign, ensure all important monitoring capabilities are in place, such as conversion tracking. Having this data will help determine how to improve your PPC strategies.
  • Implement automation and test the campaign: In the next step, implement your automation tool and run the campaign. But at the same time, you should perform A/B tests or other analyses to evaluate how automation is helping improve your campaign performance.
  • Collect data and review: Merely running a campaign and implementing automation is not enough. Optimum results will come only when you gather valuable insights from the campaign and review it to make informed decisions.

So, are you ready to automate PPC management? Hire a professional PPC management company that can implement the right strategies to deliver value for your automation efforts.

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