Automated PPC management tools

What is PPC automation?

PPC automation (or pay-per-click automation) uses tools and technology, like machine learning and data analysis. It helps marketers handle routine paid search tasks more easily. Examples include managing bids, monitoring accounts for errors and optimization opportunities, building campaigns, writing ads, reporting, and ad testing.

There many types of PPC automation tool:

• Google Ads or Microsoft Ads feature automated bidding strategies, smart campaigns, dynamic search ads, keyword insertion, and more.
• Google Ads Editor and Microsoft Advertising Editor are helpful when creating or updating campaigns, ad groups, or keywords in bulk. They’re provided directly by the paid search platforms as downloadable applications.
• External scripts, like JavaScript code, accomplish specific tasks and run in your PPC account.
• Third-party PPC automation software, like Adalysis, combines a range of automation and optimization tools — no technical skills needed.

The pros and cons of PPC automation

The major benefit of using PPC automation is potential time savings. Being an online advertising expert, or running your own business, involves a lot of strategic decision-making and creative work. Routine tasks should be automated.

As humans, we also tend to make mistakes when dealing with large amounts of data. This can lead to incorrect conclusions or inaccurate configuration of our campaigns. The best PPC automation tools support you with powerful mathematic algorithms to take care of the number crunching.

The drawbacks? For more complex PPC management areas, like bidding, automation doesn’t always provide better results. This typically happens when data requirements for machine learning haven’t been met. These cases ideally should be subject to A/B testing. Continuing with the bidding example, start your campaign with a manual CPC strategy and once you have enough data, set up an experiment with an automated bidding strategy to compare results.

In most areas, PPC automation tools are very useful. As a rule of thumb, whenever you notice that you’re running the same report over and over again, it’s worth considering automation. Examples include search term reports to find potential new keywords/negatives, or quality score reports to prioritize keywords and ad groups for optimization.

Adalysis PPC automation software

The award-winning PPC toolkit from Adalysis helps you automate time-consuming tasks:

• Audit and analysis: The automated Performance Analyzer gives you insights into how your metrics changed over time and the major factors driving the changes.
• PPC A/B ad testing: In Adalysis, you get all of your ads tested without lifting a finger — no manual setup required.
• Bid adjustments: You’ll receive automated recommendations for bid adjustments, based on your campaign results across devices, locations and demographics.
• Budget management: Our automated checks notify you when your campaigns start losing impression share due to budget limitations. You can then shift budgets from the worst to the best-performing campaigns.
• Reporting: Create white-label performance reports in minutes with pre-built Google Looker Studio templates.
• Campaign building: Adalysis helps you automate campaign creation — add hundreds of ad groups and keywords in bulk from a CSV file.
• Tracking & monitoring: With 100+ automated checks, you get instant alerts whenever a significant change happens in your account. This helps you to act promptly to correct errors or spot optimization opportunities.
• Keyword analysis: Adalysis automates PPC keyword analysis, highlighting keywords with poor performance or unexpected quality score drops. The system also checks for duplicate keywords and search terms issues, and provides n-gram insights.
• Optimization: Use the automated quality score and landing page analysis to prioritize improving your weakest ad groups.

You can try all the Adalysis tools completely free! No commitment and no credit card needed — securely link your PPC account and benefit from PPC automation to boost your performance.

Adalysis was founded in 2013 by PPC experts with more than 20 years of experience. Since then, we have helped PPC agencies and PPC marketers for brands from all over the world to effectively optimize their PPC efforts.