Relying on manual control is not helpful as it can result in errors, or it is time-consuming. When you think of ways of automating work, you can finish more in less time and with a high level of accuracy. These are ways of automating paid search management both effectively and successfully.
Automated Rules
Various paid search platforms allow you to create automated rules. Some are basic and allow you to activate/pause ads, campaigns, and keywords. Others can help you to automatically change your budgets and bid strategies based on the conditions you set. For example, you can get an automated rule to move your keywords automatically based on performance. Also, you can shift keyword positions.
Scripts
As far as the use of scripts is concerned, only Google AdWords offers the ability to set them up. This particular feature is yet to be available on other platforms like Bing. The developer’s page offers technical details on how to create and implement scripts. Also, you can use sample scripts. If you have excellent knowledge with javascript, you can easily customize the script. In this way, you can run basic checks such as 404 errors with the landing pages, tracking score changes, finding queries mapping, and more.
Custom Formulas
This is another important feature for automating paid search campaigns. However, it is only available on a few platforms. To benefit from this particular, you have to know how to use it. For instance, if you are tracking different touchpoints on a website, you could assign weights depending on importance. This will allow you to measure the value of paid search.
Also, you can utilize advanced custom formulas that help to send alerts and notify users based on performance. You can do these for metrics such as clicks, CPA, transactions, impressions, and more.
Ad Customizers
AdWords has done a great job as far as customizing ads are concerned. If you are a real estate company providing a wide range of prices based on geographic location, rather than creating ads for each location, you only need to highlight the price range. What you should do is to create ads with appropriate syntax and even upload an updated feed sheet on a routine basis. In this way, you can save a lot of time. Also, if you should set up ads that show the duration remaining for sale to end, you cannot be doing that daily. Instead, you should set sales countdown to allow you to do that.