As an avid user of Google Ads for my own Google ads management company, I’m constantly amazed by the new automated capabilities that get rolled out.
While Google Ads has had basic automation for years, things have stepped up over the past couple of years with AI and machine learning advancements.
Here are 5 incredible new things Google Ads can now do completely automatically for your PPC campaigns.
1. Automated Bidding Strategies
Google now has Smart Bidding strategies powered by machine learning that can automatically optimize your bids to hit your targets, whether those are conversion targets, ROI targets, or something else. Some examples are Target ROAS, Maximize Conversions, and Target CPA bidding.
These leverage tons of data and advanced algorithms to adjust bids for every auction 24/7. As someone managing over 50 campaigns, this automation has been a complete game-changer!
2. Automated Negative Keyword Application
Google can now automatically identify poor-performing keywords and add them to your account and campaign exclusion lists.
This prevents wasted spend on keywords that don’t drive your goals. The automated recommendations are shockingly accurate in my experience. While you still need to review them, it saves my team hours of analyzing keyword data every month.
3. Automated Campaign and Asset Generation
Google recently announced Discovery campaigns which can create entire new campaigns for you automatically.
You define your goals and budgets, then Google builds out campaigns with ad groups, keywords, and ads tailored to your business.
The same goes for responsive display and video assets. Simply provide your assets and guidance to Google, and they create dozens of customized variations that improve performance. The future is here!
4. Automated Campaign Optimization
New Auto-optimization features allow Google Ads to automatically adjust campaign settings like device bid adjustments, location targeting, ad rotations, and more to improve performance.
Rather than just giving recommendations, Google now makes these micro-changes for you in real time per your goals.
Pretty crazy stuff, though we do still closely oversee the account for quality assurance.
5. Automated Alerting and Insight Discovery
Lastly, Google has improved its automated alerting capabilities based on anomaly detection and pattern recognition.
For example, we had a brand competitor dramatically increase spending over a 2-day period which triggered an automated alert, allowing us to adjust strategies quickly.
We also frequently get automated insights about seasonality trends, conversion drops, bid opportunities, and more so we can take action faster than ever before.
So in summary, Google Ads is capable of way more automation than ever thought possible just a couple of years back thanks to machine learning and big data fueling algorithms.
This allows PPC managers at Google ads management companies like mine to focus more on strategy, innovation, and client service.
And advertisers get more value than ever before from the ad platform. It’s super exciting to see where automated capabilities will expand next!
