Getting Started with Automation in Adwords

Google Ads is a tool many digital marketers use to drive search engine traffic to their websites. Setting up campaigns and ad groups can be a complex process and requires constant attention to make sure bids are dialed in correctly. For this reason, engineers at Google developed a handful of ways to automate common daily tasks from within an Ads account.

Here are three ways you can get started with automation / machine learning in Google Ads in just a few steps.

Enable Enhanced Bidding

If you’re starting out slow and just leaning into automation for your ads campaign, you’ll want to give enhanced CPC (eCPC) a try. With eCPC, Google takes your base max CPC and increases or decreases it by 20% based on the auction. If it looks like you can get more conversions by bidding up 20%, Google will do so. Likewise, if your store just isn’t converting on a particular search query, Google will bid down by as much as 20% to try to save you money.

Target CPA

Great for all kinds of businesses using Google Ads, Target CPA allows advertisers to set a cost-per-acquisition and then Google does its best to reach your CPA. For example, if your CPA is $100, tCPA will try to earn you as many conversions at this CPA as possible. You may spend a little more money on your ads, but you’ll be getting more conversions in return at your preferred cost / conv. Target CPA is set at the campaign level and requires just a few configurations to get it right.

Target ROAS

Ideal for e-commerce businesses who track a dollar amount in their conversions, Target ROAS allows advertisers to set a desired return target. For example, if your ROAS is 400%, Google will try to earn you as many conversions at a 4:1 return as possible. Again, it may mean your spend goes up, but you’ll see your return reach a 400% over time. Setting up a campaign with tROAS is relatively easy as well and only requires a few steps. Target ROAS is also a great choice for anyone using Google Shopping campaigns.

And there you have it, three options to get started with automation in Google Ads. With just a few settings here and there, you’ll leave the heavy lifting to Google to let you focus on the overall strategy for your campaigns.