With little surprise, I can easily say, that in recent years automated tools of PPC, have gained so much of popularity and attention. The sales team gets asked about this very frequently by their clients – “So Mr… XYZ, what are all the tools your company is using for Paid Campaigns?”
PPC automation tools have become very much popular in the recent years, but still I have always been skeptical about few things:
- Which processes should be automated, and which shouldn’t?
- Can automation do more harm than good?
- Can we ever use automation to replace creativity?
I personally feel that the perfect account to use automated tools is the account, which has long and unmanageable number of keywords, and campaigns to keep track of on a daily basis. Automated tools and software are actually designed only for such accounts, which has hundreds of campaigns and there is no way that a single man army can handle and manage such accounts effectively without any automation. But this does not mean that we should entirely automate our PPC accounts.
Below are the tools which I really find beneficial for effective PPC management:
Query stream & Keyword suggestion tool: It automates the process of PPC keyword research and keyword suggestion, so that you’re provided with an extensive database that is highly relevant to your product or service – Really effective in big accounts!
GTmetrix and Webpagetest.org: These tools can be used for free page loading time report. Through Automation rules and Adwords scripts Google has entered into bid management automation. They are doing extremely good but still blindly implementing these rules can surely spoil your accounts.
One of the reasons why I say big NO to automated tool is – “It enables the person to focus less on what actually needs to be done.” I have seen a lot of people who enable CPA bidding in their Adwords account to automate the process and what they do next is lean back and start waiting for the money to roll in.
If you really want your automation to work effectively, combine your efforts to the granularity of automatic bid management. Instead of managing individual bids, work effectively on building and managing bid rules and you will see the wonders.