Of course, you know that paid search marketing is a worthy investment. From more targeted ads to increased visibility and traffic, the benefits of paid search campaigns are there, and they’re hard to overlook.
But how can you effectively scale your paid search marketing efforts so that you can do it more efficiently, handle more campaigns, and focus on other priorities, too?
The answer lies in online advertising automation.
What Is Online Advertising Automation?
In the current marketing landscape, the digital footprint of your advertisers is everything. Appearing at the top of the search engine results—and their customers’ minds—is one of your greatest tasks, and luckily, a paid search strategy helps with just that.
The drawback: You can’t spend all your time managing client campaigns and also continue to grow your business. And even if you could, there’s probably a better way to allocate all your efforts.
Using digital marketing software and tools, online advertising automation helps manage those repetitive, day-to-day marketing processes so you can hone your attention on what matters: strategizing—not implementing.
With automation, you can step back from manually managing every single PPC ad you create. And with today’s industry-leading SEM and paid social automation platform, you get access to real-time data that helps identify your target audience, craft the right content, and trigger automatic actions based on target customers’ unique behaviors.
In short, online advertising automation is your all-knowing paid search and social specialist that mechanizes the monotonous stuff. It’s scalable, measurable, and flexible, and its science of success is data. And when utilized correctly, this innovative campaign management software brings undeniable perks to the table—making it the new standard in today’s digital marketing atmosphere.
Benefits of Automating Your Online Advertising Efforts
1. Leverage boatloads of data
Automation rides on the coattails of data. As anyone at a digital marketing agency knows, data is where it’s at, and it serves as the critical core of any campaign.
Automation gives you the control to put all that data to good use in a highly scalable way.
From first-party data (data that you collect and own) to second-party data (data that you own but you may share with another company or business partner) and third-party data (data that is collected elsewhere but that you may use; for example, you may purchase data to inform your campaigns), automation lets you combine this rich, characterizing information with user behavior.
The best part? The data feeds into even more data and learnings. It’s a constant cycle that can drive your PPC strategy to new heights. Learning the interests, likes, dislikes, geographical location, and gender of customers can help determine keyword buying and ad messaging strategies.
Using programmatic data to inform your overall paid search and social strategy provides a competitive advantage and improves results. With a single automation platform for collecting and storing data, you’ll have the most comprehensive solution for measuring your advertisers’ digital media campaigns and predicting target customers’ behavior—all on one small business budget.
2. Create a more personalized experience
While online advertising automation primarily works to serve your client, it’s also for the customers themselves.
This marketing writer nailed it when he described the beauty of automation as it relates to the customer experience:
“Because this is what really lies at the heart of marketing automation – the ability to personalise. And I’m not just talking about personalising email content. I’m talking about personalising entire journeys, down to which channel is used, when, to push what message and for which individual.”
Personalization, for anything from email content to PPC ads, helps increase the chances that your audiences will find the information they’re looking for. And according to Epsilon research, 80% of prospects are more likely to convert when delivered a personalized experience that meets them where they are in the buyer’s journey.
Personalization is a win-win situation for both you and your customers.
When you add search advertising automation to your marketing strategy, you’ll have access to tools that segment your leads by behavior, demographics, and other characteristics and deliver ads accordingly. This means reaching the right buyer with the right message at the right time—every time.
3. Optimize your staff (not just your campaign)
Automation doesn’t just apply to optimizing campaigns, Google Ads, and other paid channels. It also serves to enhance the entire functionality of your team.
While online advertising automation can’t completely replace valuable human insight, it can simplify the work involved in a paid search and social strategy—enabling an increase in internal productivity. Here, it doesn’t have to substitute the labor of your team but rather complement it.
By making your entire marketing department more efficient, automation saves you time and energy on smaller tasks while optimizing campaigns and ensuring ads reach their full potential. Whereas marketers used to have to develop new campaigns from the ground up, they can now leverage marketing automation to refine and replicate templates, processes, and messaging—conserving resources, time, and personnel alike.
One marketing agency uses automation to: “Build unique campaigns for more than 20,000 restaurants within the UK, Dubai and Singapore. Automated location targeting was the only way to create ads that could link to a relevant local restaurant… Machine learning enabled us to fill in the gaps of another client’s data, to improve targeting based on location, device and time of the day.”
4. Give your revenue a major boost
Paid search and social automation can deliver a solid kick in the pants to your bottom line.
The proof is in the numbers. Businesses that use online marketing automation witness 53% higher conversion rates and a 34% increase in sales revenue. And 75% of them see these results in just 12 months.
Because access to real-time and historical data—from consumer demographics to search intent—creates a more informed strategy that effectively nurtures the most qualified leads to generate real results.
For example, ModCloth, an online clothing retailer, leveraged paid search as a pillar in its marketing strategy. However, the process was so manual that it was detrimental to long-term growth.
Their solution: Invest in automated paid search technology, allowing ModCloth to dramatically expand its targeted keywords. The campaign growth and improvements in the entire process bumped up ModCloth’s revenue an astounding 22%, just from paid search alone!
5. Focus your efforts on strategy, not execution
Your clients turn to you for strategy—so give it to them! With the help of automation, that is.
In fact, “getting rid of as much heavy lifting as possible—in this case, by handing it off to an automated process—will free up your time for the all-important strategizing that a machine can’t do.”
When you use automation, your team can step back and do the more creative work—like researching PPC trends, brainstorming, and planning the next campaign—without wasting excess time on the little things that make it happen.
From reporting to ad copy creation, the opportunities for automation are out there. Automation paves the way for you to streamline your workflow to increase your business’s success. With efficient online marketing automation software, you’ll improve coordination and communication amongst your team, with everything you need saved in central data storage with internal workflows that help prioritize task load.
The Future of Paid Search Is Automation
Marketing automation is steadily increasing, showing no signs of slowing down anytime soon. Not so surprisingly, the global marketing automation technology market is expected to reach $25.1 billion by the end of 2023, and paid search and social automation is at its forefront.
But no digital marketing tool is effective in the long term unless it offers automation to help you scale. This is the heart of reaching large audiences and the key for advertisers looking to do more with limited resources.
As one marketing columnist summed it up,
“The future of paid search marketing superiority will be determined by the amount of information used to model decision-making scenarios and the ability to purchase and adjust bids in real time in an entirely programmatic way.”
That’s why MatchCraft’s AdVantage white-label marketing tool allows companies to manage thousands (yes, thousands!) of campaigns from one platform. Sophisticated bid algorithms, seamless Google Analytics integration, and a simple provisioning tool make it all possible.
Our team has served our partners for 24+ years in business, having managed and optimized 780,000 campaigns and counting. With AdVantage and our PPC Estimator Tool, we’ll help you oversee all your paid search ads on one seamless paid social, display, and SEM automation platform so that you can optimize your campaigns and get ahead.