Automation vs. Human Touch - Who Wins In PPC?
October 19, 2015
The world of digital marketing is changing almost daily, which necessitates that digital marketers change with it and adapt. This can be difficult to do when so much is changing; sometimes all at once. Day-to-day tasks and account needs don’t cease for adjustment to marketplace changes. Engines are tightening up policies and advertiser requirements more frequently than ever, in turn they require a larger scope of engine coverage to maintain lead or revenue volume.
Over the next few weeks, we’ll be reviewing the pros and cons of automation vs. human touch. Today, we’ll be looking at the pros of automation.
Allows for 24/7 touch. One unfortunate truth of human nature is that we require sleep, which is a terrible trait for a digital marketing manager. I’m kidding, of course, but the fact of the matter here is accurate. Most accounts are active 24 hours a day, 7 days a week. That means there’s an opportunity for performance to shift or change in any of those hours and it could be during the time the account manager is away from the account (for reasons beyond actually sleeping, obviously). Automation allows rules and guidelines for performance to be put in place that will keep metrics in line throughout a given day, which is clearly really important to ROI.
Eases the pains of multiple accounts, rolling up reports, etc. Long gone are the days when the bulk of brand advertisers could rely on Google and Bing alone to hit their traffic, lead or sales goals from PPC. As mentioned before, many are running in a handful of engines – if not more. Certainly making sure each of those engines is optimally performing is hard enough, but even if they are, you still have to pull data from them individually to provide segmented weekly or monthly reports to clients or your in-house team. Implementing some automation in one form or another (be it rules in the interface or a full blown software dashboard) can shorten the time and brainpower necessary to keep things on the up and up.
Browse By Category
Our Attendees Have Spoken - Why You Can't Miss London
At Hero Conf London, 23-25 October, we've created a schedule that can be tailored to any PPC role. In-depth, actionable sessions for the PPC Specialist and high-level strategies and tactics for the Marketing Manager looking to generate new opportunities.
Using Google Sheets as a Script Controller
Learn how to use Google Sheets to make AdWords script adjustments via spreadsheet rather than through the code itself.
How To Setup An Apple Search Ads Campaign
Apple Search Ads has become a huge force in the world of app downloads. Get tips on how to launch a campaign to promote an app!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Adding Facebook Ad Block Lists
Get tips on how to add a Facebook ad placement block list and start blocking your ads from appearing on certain websites.
Optimizing Display Advertising in an Omni-Channel World
We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact...
Mastering The Transition To PPC Account Manager
Get tips on how to make a successful transition from production associate to PPC account manager.