Automation isn’t the future, it’s the present and this has dramatically changed how Google Ads campaigns should be structured, managed, and optimized. Still, effective automation isn’t as simple as flicking a switch.
Pre-click is foundational to any successful PPC campaign. Yet, in the age of AI Digital Marketing, many accounts are still using outdated “old-school” tactics that are less effective, leaving revenue on the table, and wasting our budget.
The two most common issues we see are on opposite sides of the spectrum: overly “optimized’ accounts relying too much on manual, granular changes and poorly built out campaign structures (set it and forget it) that are incredibly inefficient and wasteful with your budget.
For example, single keyword ad groups (SKAG) are no longer effective (and should be retired) after Google rolled out keyword variants, yet many “top ppc agencies” are combining this with manual bid optimizations. This was effective paid search 5-10 years ago, it’s not effective today.
- Account Structure
- Keyword Research
- Demographics & Audience Layering
- Algorithmic Bidding
- Conversion Configuration
- Attribution Method
- Ad Creative
- A/B testing
- Negative Keywords