Google Ads, which was previously called AdWords, has undergone quite several updates in recent times. Among the latest improvements is in machine learning, which is mainly used to automate most of its features. Automation is quite beneficial as it results in less work but similar or better results. You also save a lot of the time that you would otherwise spend tweaking settings. A few facts about Google Ads automation that can help you understand it better are highlighted below.
Google Ads Has a Useful Campaign Called Smart Campaigns
The Smart Campaign was introduced as Google was rebranding AdWords to Google Ads. It is an automated campaign designed to help small businesses, with Google claiming that it can produce much better results. It involves automatic targeting and automatic bidding that is goal-based. Additionally, the generation of ad and landing page is also automated on Smart Campaigns. The automation is based on data collected from GMB and various images that are selected by the user. That means data management is becoming more and more crucial regarding online advertising.
Universal App Campaigns Has Numerous Automation Features
Universal App Campaigns was launched back in 2015, designed to help advertisers increase the number of app installs and to drive in-app conversions. It is one of the earliest Google Ads campaign types to be automated. However, the advertiser has to optimize a few things after setting it up. Google manages creatives, targeting, and bidding, working to help achieve the best results based on the set budget. The campaign makes use of structured data found in the app listing of the advertiser for automation.
Goal-Optimized Shopping Campaigns Are Automated
Similar to how Smart Campaigns are designed to help small businesses get online, Shopping campaigns are designed to make getting started with shopping ads a lot easier for retailers. Shopping ads are responsible for more than 60% of all the clicks that retailers get on Google. Managing ads for thousands of products can be quite challenging for many retailers. That is why Google set out to automate Shopping ads, making management a lot easier.
Bidding Can Be Automated
Google offers seven bidding strategies that are automated to reduce the amount of work needed for advertisers to reach their business goals. Three of the strategies are Smart Bidding-based. Smart bidding is a mechanism that predicts which clicks are likely to result in conversions. The predictions are made using machine learning. You should, however, adjust targets for the factors that are not considered in its automation.…