Using automation to execute PPC strategy
Looking to automate aspects of your PPC campaigns? Columnist Jeff Baum discusses how to define your automation requirements and choose the right kind of technology.
Both technology and automation play a huge role in the digital marketing space. Paid search and social functionality is more complex than ever, the number of platforms and networks that need to be managed is constantly expanding and clients are demanding deeper analysis and insights. These convergent dynamics put a strain on the account manager’s ability to efficiently manage accounts.
The right technology provides the ability to automate routine tasks and solve complex problems quickly, which frees up account managers to focus more on strategic planning and exploring new growth opportunities.
Defining automation requirements
The difficult part about automating a PPC account is figuring out where to begin. How do we determine what to automate, and how do we identify the right set of technologies for the job?
The first step in the process of answering this question is fully understanding what an account’s goals are (or should be). You can find out this information through business download meetings, comprehensive data analysis, industry analysis and account audits. Once you’ve clearly defined goals, you must devise a strategy to reach those goals.
A clear strategy brings into focus the types of tasks that need to be completed and the kinds of technologies and automations needed to execute it. Following is an example of how I determined the automations needed to reach goals for an account I manage.
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