Is Automation Replacing the Role Of PPC Professionals

Is Automation Replacing the Role Of PPC Professionals

Automation in PPC: Evolution from simple automated rules to Smart Bidding, Scripts, Budget pacing, and now AI-driven creative.

• What is Automation Layering

Automation layering in PPC refers to the systematic use of multiple tools and rule set for managing and enhancing PPC campaigns. The layering approach helps in maximizing performance with the automation features and technologies.

It involves various levels of campaign management, ranging from account structure optimization to detailed bid and keyword adjustments. By automating routine tasks and applying data-driven analytics, layered automation helps you optimize campaign performance and targeting.

Further,

It provides various tools for streamlining PPC operations:

• Smart bidding automating keyword bidding in line with campaign goals
• Automated PPC rules enabling creation of scheduled rules
• PPC scripts triggering specific actions based on predefined parameters
• Google Ads Recommendations analysing results and suggesting actions
• Third party automation tools offer advanced functionality

• How Automation Impacted Google Ads

Google Ads introduced countless automation features for marketers to make paid media management easier.

For more experienced advertisers, automation features enable the experience of the first-hand shift from hands-on PPC management to a more “hands-off” approach. Automation has essentially taken over many of the day-to-day management tasks that PPC advertisers were used to doing.

Some of the automation features that are built into the Google Ads platform are:

• Keyword and campaign bid management
• Audience expansion
• Automated ad asset creation
• Keyword expansion

• Impact of Automation on PPC Experts

Automation is certainly a sensitive topic, especially when it comes to job layoffs and restructuring.

There is a shifting of job responsibilities, especially in the content space, due to the emergence of platforms such as ChatGPT, Bard, and more.

As automation takes the role of day-to-day management, PPC experts would spend time on doing things like:

• Analysing data and data quality
• Strategic decision making
• Reviewing and optimizing outputs from automation

They are great at pulling levers, making overall campaign management effective.

• Use Cases Of PPC Automation Layering
• Making the most of smart bidding capabilities

Smart bidding is Google Ads’ way of automatically adjusting bids using machine learning and artificial intelligence, by using data signals, like device, location, time of day, and user behaviour, that adjust bids in real time.

Smart bidding learns which clicks are likely to convert and bids based on their potential value. You spend less time guessing and more time driving real results.

• Interacting with recommendations & insights for improving automated outputs

Ad algorithms are getting smarter every day and improving campaign performance.

But, automated outputs are only as good as the input signals been given at the beginning.

Interaction with recommendations and Insights tab on a weekly or bi-weekly basis helps in better training the algorithms for optimizing performance based on what you signal as important. These recommendations and insights can save you significant time over the weeks and months, which in turn gives you more time to focus on strategic measures in your account(s).

• Automating competitor analysis with tools

Using automation to keep track of your competitors is a next-level strategy.

Multiple third-party tools include:

• Keyword coverage
• Content marketing
• Social media presence
• Market share

These tools have competitor analysis features that alert you to items. These tools are paid subscriptions, and many are useful in many other automation areas outside of competitor analysis.

Semrush, Moz, Google Trends, and Klue are some tools.

Automated competitor analysis aids in staying informed and reinforcing market positioning or reacting in a way to help set you apart from competitor content.

Future of PPC Advertising in Automation

Automation is a type of AI (artificial intelligence) designed to make jobs and achieving goals so much easier.

Automation saves you time, helps you crunch the numbers and deliver a better ROI (return on investment). Essentially, automation utilises data and computer technology to automate tedious manual processes. So, you have more time to focus on the more important parts of your business.

With that progress, the role of the PPC expert has undergone a significant transformation.

However,

Over-reliance on automation brings real risks: poor lead quality, algorithmic bias, platform quirks, and strategic misalignment.

Here are four situations where your expertise is optional and not essential.

1. Brand new campaigns and new product launches need to be monitored closely
2. Always oversee major budget changes or large brand initiatives
3. Niche or low-volume accounts need more oversight than large accounts with data in mass
4. Monitoring automated campaigns tied to website structures