3 Ways to Take Back Control from PPC Automations

“Machines are better than people!”  While true in some instances, such a provocative statement conjures B-movie imagery of machines running rampant and destroying humanity — foretelling a time in which great intentions actually destroy the future.  Not the case in PPC. It’s true that, in certain functions, machines ARE better than people. The brilliant minds at Google, Bing, Amazon and Facebook are in a pitched battle to drive time-saving automations to ease the burden on PPC pros. So much so, that many people in our industry understandably fear being automated into a totally different career.  Reality? The more the big engines automate, the more value a smart PPC pro can bring to the game. Over the past year, we’ve made automation standard in our platform and integrated it more closely with automations from Google so that advertisers can do two things more efficiently: Advertisers can create their own automations using rules. Think of it as a simpler way to achieve what you may previously have tried doing with scripts.  PPC experts can take back control as the engines introduce more automation using “automation layering“. Think of it as setting your own boundaries that the engine’s automations have to stay within. E.g. better control of automated bids, close variants, budgets, etc. People often challenge us with understandablequestions: “If Google has automated everything, why do I need a third partylike Optmyzr?” That’s rational. However, Google and the others are automatingthe very things that should be automated. Repetitive, task-oriented activitiesthat take up far too much of a PPC pro’s time and energy. What they haven’tautomated is setting goals, picking strategies, making course corrections, andthe many other things humans are good at. What we all tend to agree on at face value isthat humans + machines are always better than machines alone. But do we reallymean we want more manual work to oversee the machines? Of course not! What wereally want is some oversight over the algorithms built by the likes of Googleand Microsoft.  This oversight could be done manually by advertisers, but that’s time-consuming. A better solution is for advertisers to create their own automations that monitor the automations of the engines. That’s what we call “automation layering.”  But most marketers can’t write code, so how can they build their own systems that automate working with the engines’ algorithms? At Optmyzr we provide a framework for advertisers to create their own scripts, alerts, and rules without writing a single line of code.  Here are some examples of how our award-winning PPC tools can help you get started with automation layering for your ads account. We’ve put each of these examples in the context of the 3 future roles of PPC experts as explained in our book as well as several blog posts on this site. 1. Monitor correct implementation of your PPC strategy PPC pros can think of themselves as the doctorsof PPC and the automations created by Google as the medicine. It’s the doctor’srole to find out what ails the patient and what course of treatment might makethem better. Likewise in PPC, the human expert understands the goal of theadvertiser and chooses tools and automations that are most likely to helpachieve the desired outcome. Picking the right tools isn’t always as simple as it sounds. For example, advertisers may decide to test automated bidding, also called “Smart Bidding” by Google. But they may forget to take care of some of the recommended prerequisites like upgrading to a more sophisticated attribution model. If an advertiser automates their bids with an unsophisticated attribution model like last-click attribution, the results are likely going to be…

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