With the increase in automation offered by Google Ads and Microsoft Ads (whether advertiser-appreciated or not), one would be wise to not simply accept automation and utilize it but to optimize it, as well.
Wait, how does one optimize automation?
Doesn’t one simply push the button to move to Target ROAS or Smart Shopping campaigns, then sit back and crack open a cold one while the machine does the heavy lifting?
Automation isn’t fire-and-forget.
In fact, sometimes your job as the babysitter may be more hectic than you would have expected as you troubleshoot and guide the machine learning algorithms.
In this article, we’ll take a look at the bigger picture of managing automation and analyze the theory behind making decisions, so that the tactical process is better guide.
Ad Blocker Trends: Who is Using Them and Why?
When it comes to making automation optimization decisions, we increasingly use something called the “Magic Wheel of Automation” as pictured below, in this state-of-the-art and expensive (most likely worth millions in NFT) chart.
While many people think automation Pakistan Mobile Number is something to be set and ignored, aside from a small adjustment every once in a while, I encourage you to think beyond that.
When it comes to the way automation works, it important to realize that machine learning (ML) base on the data inputs it is given.
This means if the data inputs are incorrect, false, unclear, or incomplete, the ML algorithm will likely miss the target, no matter how intelligent that particular algorithm happens to be.
Once automation doesn’t appear to work, we should obviously investigate our data inputs to ensure they are complete (is your conversion tracking code placed correctly)?
Where the Magic Wheel of Automation Comes Into Play
First, it’s not magic at all.
That’s my semi-dry sense of humor coming into play in the same way I like making fun of “hacks” that aren’t actually hacks – they’re simply best practice.
There is nothing magic with the wheel. You, the human manager, are simply working with PPC automation in a neverending process that includes these four (five, if you count the bonus) steps:
- Discuss strategically.
- Develop a plan.
- Build the plan.
- Analyze the data.
- Repeat endlessly.