PPC Automation: 4 Tools to Adapt Your Campaigns to PPC Machine Learning

Apr 27, 2023 | Industry Updates

Marketing professional using MatchCraft's PPC automation technology

As a digital marketing professional, you’ve likely spent hours doing the heavy lifting of going through data for your advertisers’ PPC campaigns.

By the end, climbing this mountain of ad impressions and bid adjustments can feel like you’ve spent the afternoon trekking up Mount Everest. Fortunately, you can turn your marketing efforts from a mountain to a molehill.

Introducing PPC automation from MatchCraft—machine learning AI that will increase the efficiency of your paid search marketing campaigns in ways you never thought imaginable.

Ready to take your PPC advertising campaigns to the next level? Learn how online advertising automation can help you maximize conversions.

What Is PPC Automation?

PPC (pay-per-click) advertising is a powerful tool used in digital marketing where advertisers pay a fee every time one of their ads is clicked on.

Types of PPC ads include:

  • Responsive search ads
  • Display ads
  • Remarketing ads
  • Video ads
  • Shopping ads
  • Paid social ads
  • Gmail-sponsored ads
  • Amazon ads

While PPC ads are a great way to spend your marketing budget, manual bidding, keyword matching, and collecting data on these ads can often be time-consuming.

PPC automation uses machine learning algorithms to optimize your campaign performance.

Automating your bidding strategies for Google Ads and Bing gives you more time to focus on your digital marketing strategy—thus optimizing your business capabilities.

Utilizing machine learning in your PPC campaign allows you to:

  • See different types of strategies without spending hours implementing tests
  • Maximize clicks, accuracy, and affordability
  • Scale your PPC campaigns without investing extra time

Must-Use PPC Machine Learning Tools

You must utilize artificial intelligence to get the most out of your ad spend. Optimize your bidding and ad placements with the technology below.

Sitelink Suggestion Tool

According to Google, sitelinks allow users to dive directly into your website from Google ads. These links appear below your ad copy and help potential customers find what they are searching for on your website with one simple click. Using sitelinks increases your ads’ visibility and provides helpful insights to consumers interacting with them.

MatchCraft’s Sitelink Suggestion Tool makes it easier for marketers to create hundreds, or even thousands, of sitelinks for your Bing and Google ads campaigns.

The engineering team at MatchCraft used the Bing Web Search API to create a machine-learning solution to generate a list of URL links and names relevant to the destination URL category you specified. You can then select a link suggestion from the generated list.

This allows you to no longer waste time navigating through your clients’ websites to find the perfect page for their campaign.

Category Suggestion Tool

You can use ad categories from MatchCraft to target your ads based on the content of web pages and market verticals.

While MatchCraft’s taxonomy offers digital marketing professionals over 11,000 predefined categories to select from, this process can often be very time-consuming—especially for clients in niche industries.

That is why MatchCraft created the Category Suggestion Tool. This tool utilizes Google Ads Keyword Planner and Sentence Transformers’ (SBERT) Universal Sentence Encoder to provide you with a list of relevant categories for your ad platform campaign.

Of course, you still have the opportunity to customize your categories, but this machine-learning tool allows you to improve the quality of your category assignment with increased efficiency.

Generate Ideas from URL Tool

Anyone who has ever had to sit in front of a screen writing ad copy knows it’s no simple task—especially when you’re trying to generate more conversions.

MatchCraft’s Ideas from URL Tool uses text classification and text scraping to generate ad copy derived directly from any URL you feed it. This allows you to create custom ad copy that drives revenue.

The Ideas from URL Tool is based on the BERT (Bidirectional Encoder Representations from Transformers) model and uses shelf technology with proprietary software to create sales-driven ad copy.

This tool gives you the ability to save time without sacrificing quality content.

Initial Bid Estimator Tool

No matter if you’re working with a small or big budget, a smart bidding strategy is a must to get the most out of your campaign.

MatchCraft’s Initial Bid Estimator Tool considers geo-targets, categories, historical data, and the total campaign budget when predicting your campaign’s initial bid value.

The MatchCraft team utilized XGBoost regression modeling and campaign-level data layered with the SBERT distiluse model to create this tool.

The tool helps marketers across the globe ramp up their campaign spending more efficiently and reduce overspending.

MatchCraft's PPC automation technology dashboard

PPC Machine Learning at MatchCraft

For nearly 25 years, MatchCraft has provided PPC advertising agencies with world-class marketing technology to help you manage your paid search, social, and display campaigns.

Now, allow us to help you to evolve for the next 25 years with our PPC automation technology.

Our team can meet with you to discuss your specific ad tech needs and, from there, help you find the tools you need to succeed.

Schedule your assessment to learn how MatchCraft’s PPC machine learning-enabled solutions can help your agency grow in the era of AI advertising.