2022年最佳的谷歌推广PPC自动化工具

Managing an activity across multiple channels is no easy task. When it comes to Pay-Per-Click (PPC) campaigns, there are many factors to consider, such as monitoring your spending, analyzing ad performance, and evaluating your ad ranking. Fortunately, automation is your friend. Google Ads is leading the way in automation, which is great news for PPC managers. Keep reading to discover more about the best PPC automation tools in 2022.

Advantages of Google Ads Automation

You can set up predefined and custom alerts within Google Ads, which will help you proactively monitor your Google Ads campaigns. Google will notify you of any alerts in your ad account or via email. There are several benefits to automation in Google Ads, as it can help you monitor many potential issues, including: – Rising costs – If you set up alerts to monitor spending, you won’t have to limit your budget. – Impressions and clicks matter – If you fall below specified benchmarks, Google will alert you to pay attention to the issue so you can adjust targeting or ads. – Decrease in conversion rate – This may indicate that certain issues in your activities are having a negative impact. – Drastic decrease in conversion rate – You may be encountering landing page issues. Ultimately, automated alerts can save you a lot of time. They’re easy to customize according to your needs, which can protect your PPC budget from significant losses.

Types of Automation in Google Ads

There are two types of automation: rule-driven and data-driven.

Rule-Driven Automation

You manually configure settings and conditions to effectively set rules for your ads’ status, budget, bidding, etc. Once set up, the platform will send alerts whenever your spending reaches your custom limit. For example, let’s say you set a maximum limit of $100 for wasted spending. When you reach that mark, Google Ads will alert you.

How to Set Up Rule-Driven Automation

1. Log in to your Google Ads account. 2. Go to the “Campaigns”, “Ad Groups”, or “Keywords” page. 3. Select the More button as highlighted below. 4. Choose Create Automated Rule from the dropdown menu. 5. Choose the rule you want to create as shown below. 6. Set the conditions for the rule. Let’s say we want to automatically change the budget based on certain conditions, so we select the rule type as Change Budget. 7. You can choose to increase or decrease the budget. 8. You can provide the percentage increase/decrease and set a limit as the threshold to stop the alert. 9. Define the frequency of running the rule. 10. Save your settings.

When to Use Rule-Driven Automation

You can use rule-driven automation in PPC to maximize your return on investment (ROI) at the best times, such as: – Running campaigns around seasonal holidays or promotions. You can also pause them later if you’re no longer promoting anything. – Adjusting keyword bids based on CPA (cost per conversion) and conversion performance. – Increasing keyword bids to maintain a higher ad ranking or share. – Increasing bids for specific age groups if the CPA is 20% lower than your target. – Decreasing the budget for display campaigns if the CPC is higher than your target. – Allocating more budget to YouTube (video ad campaigns) if the average view rate exceeds 50%. In Google Ads, the rules you create are just pre-set routines that will execute based on your schedule and settings. For example, you can create a rule that generates an alert whenever your budget reaches a defined limit. It’s a static rule, so if you update the budget, you’ll need to update the rule as well.

Data-Driven Automation

Arguably, the best PPC automation tool in 2022 is data-driven. Google Ads leverages machine learning and historical data in your account to evaluate the performance of your campaigns, ads, and keywords. The platform will then analyze the data and send you emails based on that analysis.

Benefits of Data-Driven Automation

Data-driven alerts in PPC activities have several benefits, including: – Competitive advantage – You can gain valuable data insights that give you an edge by providing early insights for you to stay ahead of competitors. – Time-saving – You can automate tedious, repetitive PPC tasks that would typically take hours to complete. – Continuous improvement – Data-driven automation adjusts while you sleep, automatically boosting your account’s performance. – Advanced targeting – You can understand how each channel contributes to your set goals and optimize spending for different campaigns accurately. – Increase CLTV – Customer Lifetime Value increases as you continuously optimize performance. This is effective because you’ll learn more about customer interests and have a good understanding of customer journey and factors influencing their purchase decisions. – Channel attribution insights – Data insights will show you devices, platforms, and keywords that contribute to the customer journey. – Higher return on investment – With data-driven alerts, you can better manage your budget and make smarter forecasts, bidding, and audience targeting, helping you achieve higher ad spend returns.

How to Set Up Data-Driven Automation

You can configure data-driven alerts in your Google Ads account in one of two ways: – Through Scripts – Using custom solutions via API Let’s delve into each option in more detail.

Using Scripts

In Google Ads, you can use JavaScript code to automate changes to your account, such as: – Creating or updating campaigns – Changing bids – Pausing or resuming ad groups – Pausing or resuming keywords – Adding keywords – Fixing broken links – Ad scheduling – Data fetching for custom reports If you have large-scale activities that require significant time and effort, scripts can be a useful tool. You can use them to make extensive changes across your entire account or manage multiple Google Ads accounts via manager accounts.

10 Tips for Using Google Ads Scripts

Here are some key factors and tips to consider when using scripts in Google Ads: 1. Ads Manager scripts run for a maximum of 30 minutes, after which they are canceled. 2. Ensure your scripts are flexible and include error handling. 3. A single iterator will return up to 50,000 entities (keywords, ads, ad groups, or campaigns). 4. A single selector can handle a maximum of 10,000 IDs. 5. A single script can handle a maximum of 250,000 entities of all types. 6. A single script can create a maximum of 250,000 keywords and ads. 7. When using the executeInParallel method, a script can handle a maximum of 50 accounts. 8. The processAccount method in executeInParallel can return a maximum of 10MB of data. 9. File uploads have a limit of 50MB and one million rows, and will be rejected upon exceeding these limits during submission. 10. Upload jobs time out after two hours, and the job will stop processing any remaining data in the upload file.

Why Use Google Ads Scripts?

The most obvious benefit of using Google Ads scripts is the timesaving aspect, which is something you look for in the best PPC automation tools of 2022. Through automation, scripts can identify small issues or opportunities that you may overlook. With these insights and more time, you can focus on optimizing ad campaign performance to improve your return on investment.

Setting Up Data-Driven Alerts Using Scripts

1. Log in to your Google Ads account. 2. Select the Tools and Settings button from the top navigation of your account. 3. Then choose the Scripts option under Bulk Actions. 4. Then select the plus icon to add your script. In the script editor box, enter your JavaScript code. If you are not ready to run the script yet, select Save at the bottom of the editor or choose Preview to see a preview of the results. You will receive a prompt to authorize the script to make changes to your account before previewing or running changes. Choose Authorize now in the script editor and grant access to confirm that the script has permission to modify your account. Once ready, select Run to execute the script.

How to Use Custom Solutions/API for Data-Driven Automation

You can create custom alerts in your Google Ads account using the Google Ads API. You can find API code and ideas in Google’s support documentation; here are some common examples of what you can do:

Account Anomaly Detector

It alerts you whenever your account’s behavior deviates from the norm. If there is any sudden deviation from historical data behavior, this approach will send you an alert email. If you set the script to run at 7 pm on a Tuesday, Google Ads will consider all data up to 4 pm. It then retrieves data from the past 26 Tuesdays, calculates averages, and compares the results to today’s statistics.

Google Ads Link Checker

This tool checks for any URL issues by traversing all ads, keywords, and ad extensions in your account to see if any errors such as “Page Not Found” arise. Similarly, when errors are detected, you receive email alerts. The script creates a tag and applies it to various aspects after checking. This allows tracking progress for all your ads, keywords, and ad extensions. Upon analysis completion, the script clears these tags for the next analysis.

Large-Scale Link Checker

If you have a large Google Ads account, the large-scale link checker is a good choice as it utilizes Google Cloud infrastructure to assist in the link checking process. The Google Ads script first organizes the list of URLs and then passes them to App Engine. This runs on Google Cloud infrastructure, scheduling regular checks using the script.

Negative Keyword Conflict

This feature checks your negative keyword list to see if you’re blocking any valuable keywords related to your audience. The script looks for all conflicts and saves them to a spreadsheet, then sends alerts via email. You can then take action to remove these words from your negative keyword list.

Key Differences Between Rule-Driven Alerts and Scripts

So which is the best PPC automation tool in 2022 – rule-driven alerts or data-driven alerts? Consider these main differences and determine the method that suits you best: 1. Rules are fundamentally static, but scripts are programmatic and dynamic. 2. You can use scripts to implement anything tailored to your specific needs, whereas rules limit you to Google Ads’ built-in standards. 3. Rules offer limited automation control over your Google Ads account, while scripts can give you full control. 4. Script maintenance costs less than rules when dealing with large accounts.

Useful Google Ads Scripts

So, scripts seem to be the best PPC automation tool in 2022. There are multiple scripts you can find in Google support documents, and here are some script ideas you can experiment with in your ad campaigns:

Quality Score Tracker

Records all quality scores in your account in a single Google Sheets document. You can also generate a chart depicting the summary average of all quality scores over time. Once you authorize and run this script, the report will appear in your Google Drive.

Account Summary Report

Creates a Google Sheets containing a complete report of your ad account, including metrics such as cost per click, click-through rate, impressions, and maximum impression percentage. You can input your email address to receive daily email reports and also summarize the data for a specific date when you last viewed the report.

CTR Notification Script

Sends a Slack notification whenever any campaign’s activity falls below your specified CTR threshold.

Bidding Schedule Script

Enables bid adjustments for every hour of the day. This is a great script to maximize bidding opportunities for your ad campaigns.

Pause Low CTR or Impressions Ads

Automatically pauses low-performing ads within ad groups based on poor impression rate or CTR.

Monthly Budget Pause

Pauses all ad campaigns when the total spending at the account level reaches your budget. You can set the monthly budget to equal your PPC budget and schedule the script to provide hourly updates.

Bid Testing Script

Applies different bids to your PPC ads and records the results in a Google Sheets. New bids are applied based on the previous period’s bids and the time intervals you’ve scheduled.

Sale Countdown Script

Displays updated values in ad copy. For instance, you can create ads that countdown to the end of a promotion, updating the remaining days or hours in the ad copy.

3 Other Data-Driven Automation Types Worth Knowing

Smart Campaigns

Google Smart Campaigns utilize smart bidding strategies that rely on AI within Google Ads. You can use smart campaigns to simplify your PPC account management, automating bidding, keyword selection, and ad group creation, among many other aspects. Setting and forgetting your pay-per-click ad account is never a good idea, so if you do have some experience, you should opt for standard campaigns where you have more control. That being said, smart campaigns are ideal for small to medium-sized businesses (SMBs) lacking time or expertise to manage their Google Ads account correctly. Though they require a lot of data and an active approach to monitor performance, Google Smart Campaigns can save you time, money, and patience.

Google Top Signals

Top signals are critical aspects of PPC campaigns that impact their performance. In smart bidding campaigns, Google leverages these signals to automatically optimize activities based on the likelihood of users converting. Some examples of top signals might include but are not limited to: – Device type – Where are users most likely (or least likely) to convert for this activity? – Location – Which locations have the most (or least) relevant audience for this campaign? – Day of the week – On which day of the week is your campaign most likely (or least likely) to drive conversions? – Time of day – At what time of the day is your activity most likely (or least likely) to convert? – Keywords – Which keywords are most likely (or least likely) to trigger your ads? Top signals in PPC ads have several benefits, including: – Reducing wasted expenses – Identifying opportunities – Optimizing location targeting – Mastering ad scheduling – Understanding combinations of signals You can use top signals to create bid strategies in Google Ads that are optimized for the best results.

Third-Party Tools

Every time a change is made to your ad campaigns, it will have a positive or negative impact. No change is too small – any change will affect your PPC campaigns and bottom line. No matter how big or small, simple or complex, positive or negative the change is, third-party tools provide actionable insights to help you understand the change and react appropriately, maximizing the return on investment for your PPC ad campaigns. They calculate ROI based on one factor rather than percentage value. Therefore, if you make a change daily throughout a year, your ROI for the year will increase 365 times.

How Google Machine Learning Uses Data-Driven Automation

Machine learning is at the core of Google today, making it the most advanced search engine and advertising platform in the world. Through data analysis and artificial intelligence, it can segment customer journeys and understand channel attribution on a granular level. This allows for accurate allocation of credit for each step of the journey, providing advertisers with clear feedback on the effectiveness of their marketing channels. Here are some benefits of using machine learning (ML) in Google Ads: – Understanding customers – You can analyze unique conversion paths in your account to determine why some people convert and why others drop off. – User-friendly interface – Machine learning makes the Google Ads Information Center a simple centralized hub for evaluating your channels, viewing reports, and updating bids. – Analyzing signals simultaneously – By considering different signals – such as time of day, geographic location, and previous queries – machine learning empowers smart bidding features to enhance your campaigns. – Learning based on similar activities – Google’s AI learns from past activities. It groups your PPC ad campaigns based on similar behaviors and applies best practices to maximize your return on investment. – Regression modeling – This strategy can help discover opportunities by scaling up the budget.

Wrapping Up

As you can see, data is a crucial component of modern Google Ads. While it doesn’t guarantee a win, data is at the core of any program, strategy, or tactic that claims to be the best PPC automation tool in 2022. With data-driven alerts, scripts, and Google Ads API, you can customize your account based on your needs and the needs of your target audience. Ultimately, this high level of personalization will surely provide you with the results you desire. You can find more information on this topic in our blog about optimizing PPC campaigns using data.