The Rise of Automation and Smart Campaigns in PPC Advertising
Summary
These include: Instead of setting up targeting as you would in a normal display campaign, Google uses signals from existing paid activity to reach new users. These take numerous factors into account, including time of day, device, location, remarketing lists and more, to ensure bids are tailored to each search query. Geared towards smaller businesses: Automated campaigns are ideal for small and medium-sized enterprises (SMEs) who are looking to get into advertising as they require limited maintenance and very little knowledge to set up. When we test excluding audience lists, we often see a sharp dip in performance, suggesting this makes up for a larger portion of targeting than you may want. It’s best practice to incorporate automation into your account where possible, but we always suggest monitoring performance closely in the initial weeks following the launch, keeping an eye out for teething problems.