One of the great things about Google Ads is that you can use automation and machine learning to help run your campaigns.

What does this mean? If you don’t have experience with PPC, or don’t have the time to continuously monitor your ad campaigns, you can still create effective ads that people want to click on.

Here are five of our favorite ways that you can incorporate automation into your campaign.

1. Smart Bidding

Google has a range of smart bidding strategies that you can use in your campaigns. Google looks at past data and identifies when a web user is likely to convert. If it thinks you’ll get a lead, it’ll place a bid on your behalf.

Depending on your goals, you can implement different strategies, from maximizing conversions to appearing at the top of the page as frequently as possible.

Find out more about Smart Bidding

2. Dynamic Search Ads

Creating ad copy can be challenging. If you don’t have the time to write lots of ads, you can use Dynamic Search Ads to your advantage.

Dynamic Search automatically generates ad copy by pulling content from your website. When someone searches for terms that Google thinks is a match, it will serve an ad that it believes they will click on.

Find out more about Dynamic Search Ads

3. Responsive Search Ads

Responsive Search Ads take a little more work than Dynamic Search Ads, but they can be just as effective.

To create a Responsive Search Ad, you create a collection of headlines and descriptions. Google then serves a combination of assets that it thinks will appeal to a prospective customer.

Find out more about Responsive Search Ads

4. Google Rules

If you can’t check out your Google Ads account every day, it can be easy to miss out on potential changes. If this is the case, you can create rules in your dashboard

For example, you can set a rule where you can temporarily pause a campaign if the cost per acquisition gets too high. Then, when it goes back down, you can restart the campaign again.

Take the opportunity to check out the rules section and see what you can utilize in each of your campaigns to save time and money.

Find out more about setting up rules in Google Ads

5. Smart Shopping

If you want to sell your wares on Google Ads, Google Smart Shopping can simplify the process.

All you need to do is create a Merchant Centre Account and add your product data. Google will then combine image and text assets to create engaging ads that will encourage people to buy.

You can create up to 100 campaigns, giving you endless possibilities when it comes to selling your products!

Find out more about Smart Shopping Campaigns

Google Ad’s approach to automation is growing and evolving all of the time. We’ll keep you up to date with all of the latest changes and how you can apply them to your PPC account.