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Every profession requires a particular set of tools.
A carpenter needs a saw and a hammer, a teacher needs pencils and paper, and a PPC marketer needs marketing automation software.
As the data demands of PPC marketing continue to expand and grow, automation solutions have shifted from a luxury to a necessity.
Manual analysis won’t cut it if you want to find meaningful and actionable insights in your PPC data.
Only with the proper Google Ads automation tools can you make agile data-driven decisions to respond to the latest changes to your marketing campaigns.
This discussion will explore the advantages of marketing automation software and the importance of PPC data.
If you want to learn about the best marketing automation software options, you’re in the right place, you will learn about PPC Signal in this blog to understand how amazingly this tool analyze the PPC data and show signals on different combinations of PPC data.
Let’s get started.
What is marketing automation software? Which tools qualify as a Google Ads automation solution?
There are many Google Ads tools and software options on the market, making it challenging to find the best examples of marketing automation.
If you want to leverage the power of marketing artificial intelligence and machine learning, it’s critical to identify what is marketing automation software.
Marketing automation utilizes sophisticated machine learning algorithms and artificial intelligence technology to handle certain tasks in the marketing process automatically.
Successful automation software requires ample data. Algorithms and AI systems use numbers, metrics and other figures as inputs to decide what actions to take.
Since your PPC campaigns create heaps of data, Google Ads and automation are the perfect combination.
Ideally, you want to use AI automation to manage tasks that are time-consuming and data-intensive, but necessary parts of the PPC optimization process.
To really understand and appreciate the significance of automation and data analysis in PPC marketing, we need to examine how this information is used.
Every interaction between your business and a prospective customer creates data. An interaction could be anything from a sales transaction to a lead seeing one of your ads or pressing “Like” on a social media post.
Even a seemingly unimportant event creates data to help you see the “big picture” of your marketing strategies.
Let’s look at all of the ways data is used to improve PPC marketing performance.
Before you can conduct any marketing, you need to know the intended target, i.e., your audience and customers.
This is critical information that helps you decide how, when, where and what to market.
If you can’t capture your audience’s wants and needs in your marketing efforts and place messages where and when they gather, it will be a slog to garner their attention.
By measuring who interacts with your PPC marketing campaigns, you obtain valuable intel on your audience.
These customer insights allow you to optimize your products, website, marketing campaigns and more. You can highlight the qualities and features most sought after by your audience.
The second ingredient to marketing is your budget and how well you’re utilizing it. Return on investment, or ROI, is a high-level view of your budget optimization.
ROI measures how much money is going out — your investment — versus how much value you’re receiving in return.
Unlike social media marketing or SEO, where there is no direct cost of your strategies, Pay-per-click has “pay” right in its name. Thus, cost-related metrics are a crucial point that you can’t neglect.
When your ROI is positive, it means you’re bringing in more value than you’re spending. Ideally, you want your ROI to be as high as possible.
Many PPC metrics give you a view of where your budget is going and how it is being utilized. Paying attention to these cost-related metrics helps you detect ad money being wasted versus when it’s producing solid returns.
PPC ads are entirely built on keywords. You’re paying for clicks on search pages for relevant keywords.
That said, keywords are the nuts and bolts that hold your entire digital marketing campaign together. If you select the right words, phrases and terms, capturing audience attention is easy.
You want to find the search terms that your customers are actively using to find businesses like yours.
If you can consistently measure your PPC campaign performance, including which keywords are providing the best results, it can improve your entire marketing strategy.
The challenge is that keyword popularity changes constantly. Your customers are always discovering new words to investigate that shift their search behaviors.
PPC data is a perfect resource for staying on top of these changes.
The benefits of utilizing your PPC data are profound, but are rarely easy to capture. The problem is that PPC data is challenging to analyze for multiple reasons.
Marketing automation software allows businesses to overcome these obstacles and more productively turn raw data into actionable insights.
This section will explore all of the ways that Google Ads automation benefits businesses.
Data has become one of the most crucial resources in the Digital Age. Businesses that can effectively tap into their data can make better decisions, track their progress more accurately and so much more.
The problem is that, while data is easy to create and collect, it’s only valuable if you can understand it. Thanks to the challenges mentioned above (volume, speed, location, etc.), there is a significant gap between data and insights.
Insights are tangible, actionable and valuable information that you learn by analyzing your data. If your campaign isn’t generating any clicks, you analyze the data to find out why.
This “why” is an insight you use to make changes and decisions to improve the campaign’s performance. In other words, insights help you make course corrections that keep your business on the optimal path to success.
Given the competitive nature of marketing, automated solutions are no longer a luxury, but a necessity to stay ahead of your competitors.
After all, what is marketing automation software if not a means to more efficiently pull insights from your data?
With more actionable insights at your disposal, you can make consistent improvements to your strategies.
Marketing automation software is useful to all organizations, whether you’re a small B2C merchant, a B2B business or a booming corporation with both consumer and business clients.
Again, leveraging automation software for Google Ads is practically a requirement to thrive in the Digital Age.
For all companies, implementing automation software frees up valuable resources. Smaller businesses particularly benefit because they often have fewer resources available.
As a business grows, it produces more data and has more analysis needs. Thus, discovering valuable insights becomes more complex.
Automation alleviates these struggles and gives large companies the ability to swiftly find insights, despite the size of their accounts.
As we covered earlier, your audience is a crucial component of your marketing. However, your audience is not just one person, or even one type of person.
Instead, it is several different types or groups of individuals. Even a very niche product will have multiple audience segments that it needs to recognize.
You can segment your audience by a variety of measures, from basic demographics to more advanced psychographics.
As you acquire more and more audience data through your PPC campaigns, the possibility to segment audiences even further appears.
But, the always-changing nature of audience trends and insights makes it difficult to detect and analyze new or deeper segments.
With Google Ads automation, you can dig deep into this audience data and develop more accurate segments and stronger strategies to target each group.
Not all leads (or customers) are equal. Businesses have to prioritize their resources to serve the most valuable leads first.
There are a few ways to evaluate lead/customer value:
Tracking customer data and understanding which leads hold the most value is a giant undertaking. Marketing automation software is what simplifies the equation and enables you to prioritize your time and other resources on the clients with the most potential.
PPC marketing is a multi-step process. You have to get prospective customers through several gates, from the initial ad to the landing page and conversion process.
If any part of this process isn’t properly optimized, your results will suffer.
With the right Google Ads automation tool, you can easily test different variations of your ads and landing pages. Sometimes, all it takes is a simple change of word choice to make the difference with your ads.
Marketing automation software not only helps you create better ad experiences, it also detects when your ads and landing pages produce good or bad results.
With these insights, you can make necessary adjustments to ensure that every part of your ad experience helps you reach your marketing goals, and at the right cost.
As you optimize your ads, landing pages, leads, segments, etc., you begin to detect areas where you should and should not invest.
Shrinking your wasted spending is a quick way to improve your ROI. By cutting off sources where your budget is being improperly utilized, it frees up space in your budget to spend on more valuable keywords, audiences and so on.
Since the Google Ads market is dynamic, it’s often difficult to know where and when money is wasted.
For instance, a keyword that’s been a steady performer for months may suddenly stop producing good returns. New competitors may be targeting these terms and driving up your CPC values. Alternatively, audiences may no longer be interested in these subjects or topics.
Google Ads automation solutions actively detect areas of your account where budget is being incorrectly utilized and bring these items to your attention.
The other reason marketing automation software is superior in identifying ROI opportunities and risks is that it is unbiased.
Marketers can sometimes be misguided by vanity metrics. For instance, a keyword may look good on paper because it has high clicks. Yet, if you aren’t converting that website traffic into customers, your ROI suffers.
Automation systems look at your costs and returns from all angles to help you make the correct spending decisions.
Given the importance of marketing automation in today’s world, professionals have many options to choose from.
If you want the best Google Ads automation tool, PPC Signal is your answer.
PPC Signal acts as a 24/7 watchdog for your Google Ads account. It tracks and constantly analyzes your current PPC performance and compares it to the past.
This enables the tool to immediately detect significant changes to your account, whether positive or negative. Each shift or trend is analyzed and presented as a complete insight ready for action.
Let’s look at the PPC Signal and why this is the best Google Ads automation tool available.
When you first access PPC Signal, you arrive at your main dashboard. It looks something like this:
The 21 active signals represent current changes to the account that the PPC Signal algorithms detected.
Each signal includes what’s changing, how significant the change is, when the change started and more. Essentially, you have all the details you need to take an informed action.
There’s no additional analysis required and you don’t have to go digging for more details.
You’ll notice on the left side of the screen several options. These are your filters to zero in on the changes that matter most to your goals and objectives.
You can filter by metric types, campaign, location, device type and many more options.
These filter options are vital for larger accounts. This sample screenshot is for a small Google Ads account, but a larger business may have hundreds of active signals available.
You don’t want to sift through hundreds of new insights for only the handful that you need. You can focus on a specific campaign, look for wasted spending or even dig down to find changes at the keyword level.
Each signal on the dashboard is a packaged insight ready to be opened.
Once you find a signal from the dashboard that piques your interest, the Explore feature shows you a more detailed look.
By opening the insight, you see a more complete view of the chart and the data across the last several weeks.
This chart has several features. For instance, you can use the zoom slider to look closer at a specific period. You can also elect to see the data as a table or export it to use elsewhere.
However, the most crucial feature is the ability to add additional metrics to the chart.
This allows you to grasp the bigger picture better. You can directly see how one change impacts or is impacted by other metrics.
For example, with the sample signal, you can see that average CPC values are increasing as clicks are declining. This could signify that competitors have moved in on keywords in this campaign, thereby causing click costs to rise.
If you aren’t sure what to make of the data or how to act, the Take Action option is an excellent tool. It will give you a suggested activity that you can take to resolve the risk or capitalize on the opportunity.
The way that the PPC Signal simplifies the PPC management process holds many substantial benefits for marketers.
Here’s a rundown of just some of the ways PPC Signal will improve your Google Ads marketing and impact your entire organization.
Gain A Daily Competitive Edge: With the PPC Signal system providing you with a steady supply of action-ready insights, you can make improvement a daily occurrence. By resolving just one or two insights a day, you’ll start to build a competitive edge that other marketers won’t be able to match by simply investing more money into their campaigns.
Unclog Your Workflow: The complex and time-consuming nature of traditional, non-automated analysis creates a slow-down for many organizations. You end up spending more time in the analysis stages trying to extract insights than you do actually enacting positive changes for your PPC campaigns. Through Google Ads automation, PPC Signal removes this obstacle and offers a streamlined workflow.
Your Data, Your Way: Not only do you have signal filters to help you focus on the account changes that matter most, but you can also use your data to any degree that you wish. For instance, you can choose to resolve a few insights each day or spend an entire day optimizing your campaigns for the week.
Mitigate Risks, Seize Opportunities: Changes can happen quickly in your Google Ads account. Whether that change is good news or bad news, you need to respond quickly. Thanks to this PPC marketing automation software, you can detect the early warning signs of significant risk or valuable opportunity. This allows you to act fast to reduce risks or optimize for emerging opportunities ahead of the competition.
Data shows marketers what’s working, what isn’t and how to improve. When you make changes to your campaigns or launch a new one, your data lets you know if that was a good or bad adjustment. If you aren’t using data to inform your marketing decision-making, your strategies are flying blind.
Marketing in the Digital Age is much more complex than in the past. The primary cause of this complexity is data. Marketing data is large, constantly created, ever-changing and absolutely necessary if you want to succeed. Marketing automation removes these obstacles and helps you spend your time making decisions instead of drowning in spreadsheets.
In one word: efficiency. You only have so many hours in the day and your marketing campaigns are not going to wait. Marketing automation software helps you stay on top of all of these fluctuations so you can make the most of your time.
Aside from defining what is marketing automation software, we’ve also covered why Google Ads automation is crucial in today’s world.
Automation reduces and even eliminates the many challenges and obstacles of big data, especially when analyzing and obtaining insights.
You know that your PPC data is a valuable resource. So, why not make the most of it with a Google Ads automation like PPC Signal.
With this marketing automation software, you can finally have full vision over your PPC campaigns.
By reacting to the latest and most substantial shifts in performance, you can consistently make the right decisions when it comes to adjusting your target marketing, bidding, keywords and much more.
All it takes is one signal at a time.
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