As PPC account managers, we’ve always had to do a lot of reporting to keep our stakeholders informed.Now with the continued rise in automation, reporting has taken on new importance as one of the key ways we can monitor what the machines are doing.For example, we can use reports to monitor which queries are considered close variants for exact match [...]

Repetitive tasks can take up an inordinate amount of time and energy for in-house PPC managers and drain the profits of an agency.One of the best ways to deal with these is to start automating these repetitive tasks using Google Ads Scripts.Google is continuing to invest its time and effort into scripts. It has recently announced a new version that [...]

Google Ads recently announced that advertisers can start automatically accepting recommendations for their ads accounts.And no, they’re not asking for a blank check. They aren’t offering to automatically raise budgets, either.Setting our skepticism aside, let’s take a look at the 17 optimizations included in this update and whether any of them are safe enough to accept automatically.Spoiler alert: Some (but [...]

Over the past few years, automated bidding has become more consistent at delivering solid performance for search advertisers.They no longer need to pick a CPC bid for every keyword and can instead set CPA or ROAS goals and let machine learning calculate the correct bid to achieve the stated goal for every single search that happens.But in this move towards [...]

PPC pros who underestimate the impact automation will have on their professional lives risk missing out on a great transformation.I’ve been writing about the ways automation is transforming PPC for a few years now.Through that time, it’s become abundantly clear that managing PPC is rapidly moving away from requiring PPC tacticians.We used to operate in the details, such as focusing [...]