The purpose of having Adwords automation tools is simply to save time on repetitive tasks that don’t add much value if done manually and are time-consuming. To do this, before we start looking for objective solutions, we need to understand the different levels at which we can automate an account to make decisions about what works best for the business, resources, and experience.
One of the tools that the Google Ads platform has to help you organize is the AdWords task automation. It is designed for managers specialized in SEM remarketing who need to save time so they can work in important tasks. For example, instead of reviewing the list of keywords to adjust bids, you can design a new advertising strategy without having to worry about constantly monitoring customer campaigns.
In addition, with automation, you can not only manage the budget of an AdWords campaign, but it is also possible to improve the performance with the bids at the time of the auction and optimize them every little bit to achieve satisfactory results.
1- Adwords web platform: This is the basics. Where we enter Adwords and make changes individually in the platform. It is 100% manual and each optimization must be executed one by one. If you are a beginner in Google Ads, just make sure you know what you are doing and try to not mess up.
2- Block changes: This is a shortcut within Google Ads. We can apply keywords to several campaigns with the shared library, select several campaigns and change the configuration, and even choose several elements and edit them massively. Although it will be manual, we will save time by not doing it one by one. This requires a little more agility and knowledge.
3- Editor: When you permanently manage professional accounts, the Google Ads Editor is a must tool in your PC or MAC. In fact, it should be in the taskbar and have direct access. It helps to speed up account creation, edit structures, etc. This is the next level of agility to perform tasks, but nothing is automatic yet. If you want some tips on the Editor, we recommend this post.
Pro tip: have your structure ready and import the file to save time.
4- Automatic rules: With the automatic rules we start the next level of automation. Finally, something that runs on its own. It allows a task to be executed over and over again without the need for human intervention. We can do all kinds of programming at all levels of the account. The important thing is that you remember that the first configuration is manual and that you are clear about the rules you want to apply (activate/deactivate, raise/lower bids, etc).
5- Scripts: At this point, we begin to start using a more technical tool. Scripts are fragments of code that allow us to perform automatic tasks of all kinds. The only limit is your knowledge or technical resources to develop. They can be applied at account or MCC (My Client Center) level within the Adwords platform and the first configuration must be manual. Then we must keep an eye to make sure they run correctly because it is common that they may start to fail over time.
The main drawback is that it requires a person to configure it. That person is usually not the technician who develops it, but the account manager who knows about Google Ads and has no idea about programming. This can sometimes be a focus of errors where we have to be careful. We recommend that you start exploring the scripts in the Google Ads library.
6- API: Unlike all of the above, the use of the API (Application Programing Interface) requires very advanced knowledge of programming and it is not enough to copy, edit and paste some fragments of code in the Ads console. In this case, the human intervention, once it works correctly, is practically unnecessary (except in the cases that require previous approvals). Simply from your own tool and with access via token, you can perform automation.
The API allows us to perform the entire cycle of an account: account creation, campaign creation, optimization, bid management and reporting among others. The possibilities are endless but what’s important is that you know what you want to achieve. Keep in mind the possibility to do it in a scalable way and avoid the errors and risks that all the previous options entail. There are basically two options for working with the API:
- Third-party development: Optimzr, Kenshoo, Wordstream or Acquisition are some examples of vendors that can help you with this. They are not cheap, but sometimes they can be very useful and profitable. In addition, each of these companies has teams that are permanently working to evolve and improve. You must adapt your processes to the functionality that the selected tool offers.
- Own development: Without a doubt, it is the highest level of sophistication that an advertiser/agency can reach. It is the moment in which we begin to optimize and automate our processes through the API. It requires a development team, tremendous knowledge and a lot of work. But the results come with huge time-saving benefits. All the development requires maintenance because the API is changing over time and we must adapt to those changes.
Once we are clear about what the company’s needs are and we have extremely well-defined account management and optimization processes, we can take a step forward and start automating.
Remember that in Synapse Ads we guide you on how to use these types of tools. We offer you the keyword mixer tool that will guarantee the success of your conversion optimization. Your commercial growth is our priority and we have all the information to help your business improve every day.