Efficiency in PPC: Automating Optimisation

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our final piece, we discuss some ways you can automate your reporting.


PPC campaigns need almost constant management, and it has become increasingly difficult to keep up with all the tasks within an account. One of these crucial tasks is optimisation: you want to make sure your campaign is performing as well as it possibly can. With so many things to stay on top of, claiming time back through automation is a great strategy for any marketer. In this piece, we’re going to look at two main ways to introduce automation into your optimisation: bid strategies and scripts. 

Bid strategies

Manual or automated? It’s a dilemma that you constantly face when determining your bidding strategy. On the one hand, manual bidding allows you to take control of your account and optimize your campaigns on a granular level; setting maximum cost per click (CPC) at both ad group and keyword level. Automated bidding strategies, however, give managerial control over to algorithms, which use auction time bidding to select the most optimal bids to achieve your campaign objectives. A variety of bidding strategies is available depending on the desirable goal: whether that’s maximising clicks or maximising conversions, ROAS etc.

The main aim of these bid strategies is to help campaigns reach their maximum potential in a cost- and time-effective way. Automation gives marketers the freedom to manage large accounts and redirect brainpower elsewhere within the campaigns, such as in growth opportunities and strategies. Machine learning fully takes over campaign management with low levels of transparency, so marketers should still keep tabs on their account’s daily performance. Some settings may not be optimal for every campaign or might be more aggressive than desired, so ensure you monitor the implemented rules to determine their effectiveness.

Portfolio strategies are a way to further simplify the daily life of a marketer. This is a goal-driven strategy that groups together numerous campaigns, ad groups, and keywords. This ensures that the aggregate performance across the group of campaigns is maximized, without granularly associating bid strategies to every single campaign.

Remember, bid strategies need to be closely monitored compared to their initial set up and performance, to guarantee the desired outcomes. These will save time and resources in the long run, with an all in all stable campaign performance and fulfilled objectives. 

Scripts

Scripts are pieces of Javascript code which are ready for you to copy-paste into your account; no existing coding knowledge required. They are designed to carry out commands in Google Ads, by creating, editing or removing items from your account and can also liaise with external platforms, such as Google Sheets, to facilitate reporting. Scripts automate internal functions, providing you with more time to focus your energy on strategic or creative decision-making. 

Some of the most used scripts are negative keyword conflict, time of day script, 404 landing page checker with hundreds more available and easily accessible; and can run 24/7, every day of the year and at both an individual level and a cross-account level. In leaving these mundane and repetitive tasks to scripts, you’re increasing efficiencies across your campaigns. Take a 404 landing page checker script, which checks landing pages in each PPC ad available in an account. Ordinarily, this could take hours to finalise, or else you end up paying for clicks to broken URLs or seeing your conversions tank, but a script can scan all of your links and report back. 

As with every automation, it is vital to remember that human judgement and experience cannot be simply replaced. It is up to you to monitor account changes and performance trends, as there is always a need for human input in order to review and maintain seamless processes.


If you already think you spend too much time on individually optimizing your campaigns and have yet to experience Google Ads scripts, we are here to help. Do not hesitate to contact us, and we will be happy to further discuss your concerns with our expertise! Fill out the form below for a free initial “scoping” call to find out how our people can help you maximise your efficiency when it comes to these tasks!