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How to Use PPC Automation Effectively

Antonella Saravia

5 years ago



There is a considerable buzz around automation this year, but before we get into how it’s going to change PPC in 2019, let’s go over the basics so you can buzz alongside everyone else.

By definition, automation is the technology by which a process or procedure is performed with minimal human assistance. Automation tools are based on artificial intelligence and machine learning. In advertising, these tools use algorithms to review data and make educated decisions on your marketing efforts.

Two different algorithms lead automation in digital ads: monetary and ad-performance. The first focuses its efforts on campaign spending. This algorithm will review sales and conversion data to increase or decrease bids on campaigns depending on performance. An example of this is “Maximize Conversions” in Google Ads. This strategy tailors each auction bid using historical data to predict conversion outcomes to help you achieve your objectives.

The second is ad-performance based. An example can be Google Ad scripts. Scripts are bits of code that’ll command actions on your account. It will help automate account maintenance. The customizable features and shortcuts to getting these tedious tasks carried out will help let you focus on what’s required, improve account reporting as well as account performance.

Automation is advantageous to marketers as it increases efficiency and allows advertisers to work smarter, not harder. Below is an example of a client who switched from Manual CPC to Target CPA. This shift in our client’s search campaigns allowed us to increase conversions by 70.53% and decrease CPC by 23.88%



Working smarter is not only about numbers. It’s a holistic approach to a better, more effective work/result process. Broken down, automation should help you achieve this in the following ways:


Automated settings can reduce the time spent on buying and selling placements as well as other monotonous tedious duties. This frees up time for other tasks that require the human touch, such as the creation of ads, selecting images, and storytelling.

The Optimizer by White Shark Media is an excellent example of time-efficiency as it frees the account user of repetitive tasks. Ever get stuck on one of your campaigns? Well, not anymore. This tool helps combat not having a clear objective, relying too heavily on standard optimization options, and ignoring historical performance for current insights.

This new and free device provides guidelines to users, so they know how to optimize their campaigns and reach their goals. The tool helps users to navigate through common scenarios that stump marketers and campaigns.

Cost Efficiency

Using tools like Smart Campaigns or White Shark Media tools like the Optimizer or AdInsights can help anyone, new or advanced, put together a successful campaign without being an expert.

Our AdInsights tool was explicitly designed to save time and money on account management. Its automated reports allow non-experts to audit and saves training time for sales teams to perform audits to prospects.

Because machine learning helps to identify which elements and what format works best for your brand, you’re bound to see improvement across bids. The algorithms used for automated ads flag situations that are not ideal and help fix it without being overlooked. As a best practice, you should monitor campaigns and update objectives so that whatever learnings you see on your campaigns can indicate the smaller, more purposeful next steps to take.

In the image below you will see how migrating from a regular shopping campaign to a smart shopping campaign helped bring in better results for one of our clients.


With automation, time is your friend because machine learning works better when your campaigns or website has a lot of traffic data to go off. The more information that AI gets from users, the more efficient the machine gets, which in turn means more learning for you.

You’ll learn which headlines perform best, which formats can help you generate similar leads, and which placement ads are your sweet spot. Automation allows a great deal of data to be reviewed quickly. Tools will then consider conversions and flag the specifics that show up continuously to create solutions based on data.

White Shark Media’s new AdInsights Tool, which generates PPC insights is an example of how this is done. Similar to several audit tools available, the program will scan account portfolios to retrieve data and provide findings. However, the new and improved WSM model addresses many gaps identified in competitor engines. This tool is an improvement across the board as it also leaves lengthy and confusing reports behind.


As mentioned above, there is considerable buzz around automation this year, but it’s important to understand how it will work for your accounts so that you know how to implement them for your clients.

White Shark Media is onboard with automation and we’d love to help you on board as well. Stay tuned for three new, free tools that will facilitate the PPC campaign management for marketers across the board.



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