Automation is a great thing. Across all sorts of industries and tasks, people are using technology to make their jobs simpler and their output more efficient with automation tools. And Google AdWords is no exception. Most people don’t realise this, but Google AdWords has a whole suite of automation tools designed to help you make the most out of your Google AdWords spend. These tools are very simple to use and help you create the best possible ads you can, managed in the most effective way to give you the maximum ROI for every pound you spend with them. Today, we wanted to focus on just one outcome, and look at how Google’s AdWords automation tools could help you boost the number of clicks your ads get.


Automated Bidding Strategy

Let’s start with an easy one. Google has created a set of bidding strategies that you can pick and choose from like products from a shelf. There are 10 in total, with each one focussing on a different goal for your campaigns. Most of these bidding strategies will work on automatic – in fact there is only really 1 that won’t, and you’ll see why in a moment. So all you need to do is choose your goal, and then select the matching bidding strategy. The 10 options you have are:


  1. Target CPA (Cost per Acquisition)
  2. Target ROAS (Return on Ad Spend, also known as ROI)
  3. Maximise Conversions
  4. Enhanced Cost Per Click
  5. Maximise Clicks
  6. Manual CPC Bidding
  7. Target Search Page Location
  8. Target Outranking Share
  9. CPM Bidding (Cost per Thousand Impressions)
  10. vCPM Bidding (Cost per Viewable Thousand Impressions)


As you can see, the manual CPC bidding strategy won’t work well with the automation tools since it’s, well, manual. It requires a lot of hands-on work, which is what you’re trying to avoid when you’re automating. But which one to choose? Well, you can find a great article explaining each bidding strategy here, but for automation we would recommend going with number 4, enhanced cost per click. This is because it is designed to allow Google’s smart bidding technology, allowing them to automatically increase or decrease your CPC bid based on your change of converting that sale.


Pause Ineffective Keywords Rule

One of the more useful automated rules is simply titles ‘pause ineffective keywords’. If you have this rule turned on, Google will automatically review and pause any keywords that aren’t converting into clicks. You can set up the length of time between each review, so you can choose how long to let keywords run before deciding if they are effective or not. Typically we would suggest around 60 days. Google will run this report daily, weekly or monthly (your choice), using the data from the previous 0 days (or whatever period you choose) to work out what to pause and what to keep running. You can also set the ‘conditions’ of success – so for example you can tell Google that you consider a keyword non-effective if it’s got less than 45 clicks in that time period, or less than 2 conversions. Once you’ve done this initial set up, you never have to worry about it again. The software will keep tabs on your keywords and pause those that aren’t working automatically, notifying you only if there is a problem. It’s a neat little tool that really helps you get the most out of your campaigns, stops you wasting money on keywords that aren’t working and boosts your click-through rate.


Use Universal App Campaigns For App Sales

Universal app campaigns for businesses with apps aren’t exactly revolutionary and new, but they have come on in leaps and bounds since their initial designs. But now thanks to Google AdWords, creators can automate a lot of the process behind creating and running these campaign. To explain, a universal app campaign is a way to bring together all of your ‘in -pp’ and general ads across Google’s networks (search, Google Play, YouTube, Google Display Network), and run them all in one place. They are designed to get your app into the hands of more users in the most efficient way possible. If you have a mobile app for yourself or a client, you can now use the universal app campaign feature to automatically create a slick, streamlined advert and push it out across these platforms, all in one easy click. Google handles almost every step for you, from bidding to targeting and even producing the creative bits for you using its vast data banks. It’s never been easier to get more app downloads.



At Ad-Extra, we help businesses make the most of their Google advertising, no matter which platform they choose. Whether their ads are going to be featured in search results, in other apps or on YouTube, we can help them plan, create and run successful campaigns, every time. If you would like to know more about the automation features within Google Ads, or how we could help you improve your AdWords return, just get in touch with the team today.