Google Ads automation, the best tool for digital activities?

Automation was and is one of the most discussed and important topics in digital business in recent years. Because every month different agencies and advertising tools launch new methods and parameters aimed at spreading messages more efficiently and getting as close as possible to the target audience.

Digital Event Automation: What is it?

Before we introduce the different Google Ads automations , it is important to define them and focus on today's topic - Google AdWords campaigns. In fact, behind the generic term digital automation strategy, there are two main strands that need to be separated: 

• The automation of digital campaigns in bid strategies, ie the technology that ensures that messages are only displayed when they are needed. This is the axis that interests us today ;
• Automation of the customer relationship once an interaction with the internet user has taken place. These are all interactions that are automatically created between your company and internet users once they have interacted with your company and expressed their interest. These processes are managed by CRM tools like HubSpot. Read our articles on this topic here or here.

For some time now, Google Galaxy has offered a campaign optimization solution . Where every detail of a campaign used to have to be set manually, you now have the option of using automated and intelligent bidding strategies. These strategies have the great advantage that they save valuable time when managing campaigns and can be applied to other tasks.

Also, specialized teams like traffic managers can work on more products or campaigns, or hire different agencies, giving them the opportunity to acquire new customers. So this seems very interesting. The most interesting advantage is that there are many different bid strategies available for your unique needs.

Google Ads automated bid strategies, what you need to know!

Before we dive into the actual automated bidding strategy, let's give a quick overview of the basic principles. The Google Ads bid strategy is an answer to the question of how you want to spend your budget on the ad network. 

It meets one basic criterion: your needs and the way you want to pay for clicks. 

In fact, this is the key to using your budget : you are billed per click, ie when a user clicks on your ad, which is commonly known as CPC (cost per click). Other times z. B. Videos are charged on a CPM basis (cost per thousand impressions, ie you are charged when your video is played 1000 times).

In the past, and still in most cases today, bids are placed using manual CPC plans as opposed to automation. You give the tool the maximum cost per click, but don't exceed that limit. Under no circumstances, in any period of time and in any search environment will you exceed this CPC, which will be the same or lower.

Automation allows the tools to apply the right bid at the right time instead of applying the maximum CPC. For example, let's say you want to bid on the keyword "sneakers".

With manual CPC, you can set your bid to $1 per click for that keyword; the CPC will never be higher than €1. With the automatic, the intelligent work of the tool adjusts this cost, higher or equal, to appear at the right time; the CPC can be €0.80 or €1.50 depending on the quality of the request. In theory, you can be sure that your ad will appear at the right bid and not suffer from the infamous "capping" (where Google imposes restrictions on your ad if your bid is too low).