If you’re a smart PPC advertiser, you have a whole lot of Facebook ads running at once. And, if you’re a savvy PPC advertiser, you know exactly how you want to optimize your ads given your campaign objectives. That’s where Facebook automation comes into play.
Automated rules allow you to track under and over-pacing ad sets, schedule ads for certain days/times, pause or boost ads based on performance, run tests, and automatically rotate new creative in after a certain period of time.
The number of hours you can save using these automated rules is huge and the more chances at automation you have, the more that number grows.
That’s why we wanted to break down exactly what you’re getting with the automated rules in Facebook’s ad manager and with AdStage’s Automate product. That way, if you’re looking for more Facebook automation or a specific feature, you know where to find it!
What Facebook Ads Manager Offers
Facebook released automated rules in 2016, allowing advertisers to optimize campaigns with simple rule-based automation. They currently offer four Facebook automation rules:
- Pause campaigns, ad sets or ads based on performance
- Increase or decrease campaign budgets based on performance
- Increase or decrease manual bids based on performance
- Receive email alerts based on ad performance
What AdStage Automate Offers
Facebook’s automation offerings are a fantastic start, and that’s why AdStage offers them, too. But why stop there? These automated rules are helpful in catching and taking action on performance changes, but there are ways you can optimize your campaigns at an even more granular level.
In addition to the rules offered natively on Facebook, AdStage Automate offers a set of optimization tools for Facebook Ads that can give you greater flexibility, chances for optimization, and time saved.
Stay Up to Date on Ad Performance
With email performance alerts, you can monitor your ad accounts and campaigns around the clock. Stay on top of campaign trends like over or under spend, CTR, and high cost per conversion. And, you can use alerts to be sure you know when ads are live, so you can better control budget pacing. Know when an ad is down, banned, or awaiting approval and when that issue is resolved.
Also, you no longer need to export campaign performance and analyze the data in an Excel file. Your email notification includes a complete list of underperforming accounts and campaigns straight to your inbox. You can also get alerts like these through Facebook Ads Manager, but you may be limited as they only allow up to 100 automated rules in each ad account.
Efficiently Optimize Your Ads
Using simple IF/THEN logic, you can create flexible and powerful optimization rules and apply them to multiple campaigns and ad sets simultaneously. AdStage’s automated optimization tasks fire based on the performance trends you choose so you’re always in control, and have the ability to optimize campaigns as soon as the performance conditions apply.
In addition, you can apply as many rules as you wish, while Facebook only allows each ad account up to 100 automated rules.
Schedule Campaign Budgets to Increase or Decrease
Unlike Facebook automated rules, AdStage does not limit you to simple automated bid and budget changes when performance changes occur. For seasonal campaigns or end of quarter pushes, you may want to increase your budget to make specific revenue goals.
On the other hand, if you’re looking to drive more impressions before a sale is over, you can schedule an increase in your bids during any given week. The budget can be flexible and updated automatically with the AdStage campaign scheduler.
Daypart Campaigns to Deliver During Specific Times
While Facebook also offers dayparting in Power Editor, they don’t make it easy for you to turn off your campaigns. They are, after all, incentivized to have you keep your ads on all the time. So, if you’re not using Power Editor, you miss out on this opportunity to optimize your ad delivery.
In AdStage Automate, dayparting is available through the campaign scheduler. Based on the top converting times of the day, or when your audience is likely to be on Facebook, you can deliver Facebook Ads at the most optimal times of the day or week. This ensures your budget is spent as efficiently as possible — by simply choosing which hours and days to show your ads for the best conversion rates.
Campaign scheduling in Power Editor also requires a lifetime budget, while in AdStage, advertisers have no restrictions on what budget types can be used for scheduling, and can use the more popular ‘daily budgets’ in their set up.
Keep Your Ads Fresh
While Facebook is supposed to automatically rotate your ads, you don’t get very much visibility into why they choose which ads to rotate. Automated ad rotation in AdStage allows you to cycle through sets of ads, ad sets, or campaigns based on your desired KPIs, rather than Facebook’s black box algorithm.
You will most likely want to keep your ads fresh, with either new ad copy, ad images, new calls-to-action, or new landing pages, and this solution allows you to engage your audience with different messages at scale.
Take Action in Bulk
Quickly get the best view into your data and take an optimization action in bulk. If you’d like to do a one-time performance clean up of an account or campaign, it’s easy to do that bulk action through a simple workflow in AdStage Automate.
Unlike Facebook Ads Manager, where you have to select each ad set or campaign to take bulk actions, AdStage lets you filter by specific parameters, saving hours of manual time filtering performance views and making edits.
Scale Automation Beyond Facebook Ads
As a cross-network platform, AdStage allows you to create automated rules for other paid channels such as Google AdWords, Bing Ads, Twitter Ads, and LinkedIn Ads. This is a great upsell tactic for agencies who are growing their book of business.
Once you’ve gotten your strategy down in Facebook Ads with our set of Facebook automation tools, expand your campaigns across the other networks to gain more syndication.
Get Started with AdStage Automate
AdStage Automate brings additional flexibility, more in-depth metrics to optimize/monitor, and incredible amounts of time saved through bulk actions with running Facebook automation. Improve your workflows and get organized today with your free trial of AdStage Automate.
For the past six years, DemandWave, a B2B digital marketing agency, has shared a comprehensive report on the state of B2B digital trends. They poll “a broad cross-section of B2B marketers to find the biggest priorities and pressure points critical to their success.” This year’s report turned up lots of interesting information on what’s happening in digital this year, including:
- Marketers are focusing on quality over quantity for leads.
- SEO is gaining on email, when it comes to channels for revenue growth.
- Dollars continue to stack up in digital marketing budgets. Almost 50% of marketers plan on allocating even more money there.
- Blogs and video tied for the most popular form of content marketing.
- White papers and ebooks now producing more revenue than webinars.
Let’s take a closer look at how the numbers shape up and what this could mean for your marketing strategy.
If you want to keep up with the competition, revisit display advertising this year. This channel saw nearly 35% YoY growth, indicating those marketers who are paying attention to it are seeing results. Paid search barely eeks past social media to grab the top spot for dollars. It’s the second year this channel has been first, and as Search Engine Journal points out, the reason for that may be improved platform capabilities, like Google’s AdWords redesign and new features, and access to ad formats on Bing, Facebook, and other networks. Search Engine Journal also forecasts PPC will evolve through artificial intelligence and voice search. For more predictions on how PPC will play out this year, and suggestions for what marketers should do to get ahead, check out our post on trends in 2017.
For the fourth year in a row, marketers report using conversion rate as the number one way to measure performance, though ROI continues to rise to the top as ways to measure it improve. DemandWave hypothesizes recent improvements in ROI measurement are due to “an increased adoption of attribution models, particularly multichannel,” which is examined more closely in the next graph.
Though many marketers haven’t implemented any attribution model, adoption is improving with a 20% increase from last year. And those marketers applying an attribution model are heading straight to the most advanced models – multi-channel. If you’re worried about your strategy, check out this #PPCShow episode highlighting ways to solve your attribution problem right now.
Marketers are reporting a healthy mix of channels when it comes to overall channel strategy, with social media, email, and organic search getting an almost equal amount of airtime. Next year we may see paid search and display advertising inching toward the 90% mark, too. Their use increased 11% and 17% YoY, respectively.
For the channels that are driving leads, email, organic search, social media, and paid search are at the top, all with over 50% of marketers reporting positive returns on those channels.
But, when talking about what’s driving revenue, the order of the channels changes. Email and organic search take the top spots for revenue-driving channels. DemandWave hypothesizes the rise of organic search is due in part to marketers better understanding how to leverage SEO and improvements in the ability to measure ROI there.
However, Search Engine Watch and Merkle predict organic search growth will plateau as those listings fight paid search ads for screen space, especially on mobile. Just another great reminder to ensure your marketing mix is as diversified as possible.
We know how marketers are reaching people, but what does the content look like, and more importantly, what’s working? White papers, or ebooks, barely beat out last year’s winner, webinars. If you have a white paper or ebook you need help marketing, check out our guide. And remember, there are lots of ways to revive old content to help boost quality leads with little lift. Blogs, videos, and infographics all grew by more than 20% YoY, indicating these numbers will be even higher next year.
Leads are one thing, but what about revenue? The order of content types remains the same when looking at what’s driving dollars.
Finally, let’s see what’s working in social specifically.
LinkedIn far surpasses all other social networks for lead generation. If you’re looking to boost your lead strategy on LinkedIn, check out our comprehensive guide with steps and tips on how to create and optimize ads. Though 12% of marketers don’t run sufficient reporting to measure lead generation on social, that’s a huge improvement from last year, when 33% of those surveyed reported they weren’t sure. Another indication that reporting, and adoption of reporting is getting better.
Revenue from social media sees LinkedIn and Facebook continuing to hold the top spots, indicating these channels not only bring in the most leads, but the leads are also qualified. Facebook’s lead generating power continues to grow, too. This channel saw a 150% increase YoY. With Facebook constantly improving its ad platform, we can expect that number to keep getting bigger.
Now that you know what your peers are planning for the year, take a look at your roadmap and determine if anything needs to be tweaked. A year from now, we’ll take another look at these numbers and see if our predictions were correct.
Facebook had over 1.86B active users at the end of 2016, and its News Feed real estate has become a hot commodity. Between your friends’ content and paid advertising, Facebook posts on Pages are getting less and less airtime. As a content creator/social media manager/person paying attention to digital marketing today, I watched organic reach on Facebook lose its power, and turned to advertising to get content syndicated.
That’s where Facebook Boosted Posts come in. While we have a healthy budget for Facebook Ads, and rightly so, we realized we could help syndicate new messaging and optimize our efforts using boosted posts. Boosted posts are affordable, quick, and easy. They not only help new messaging gain traction but also generate buzz to the right influencers. Here’s what ultimately convinced me to start boosting Facebook posts:
1. Test New Messaging Faster
You can get rapid market feedback by testing new messaging with a boosted post. Try boosting Facebook posts for a few dollars per day for 2-5 days to see how the market responds and engages with the content. If it performs well, you can scale that messaging and creatives into your Facebook Ad strategy or other ad campaigns.
2. Launch with a Simple Set-Up
Once you click “Boost Post” in your Business Manager, it’s just a matter of selecting your audience, budget, duration, and payment details. Unlike the full Power Editor or Ads Manager campaign set-up, you do not need to first choose an objective type, create an ad set, or select a bid or bid type. How easy is that? Here’s how easy the Boost Post UI looks in Facebook’s Business Manager.
3. Access Your Saved Audiences
With boosted posts, you can test messaging with your Page followers, friends of followers, or your saved audiences from Facebook Ads. This makes it easy for you to syndicate more broadly if you want immediate results or if you don’t have a large following yet. You also don’t have to set up the audience every time so boosting Facebook posts can happen in a matter of seconds rather than minutes.
4. Increase Your Relevance Score
As we know, Facebook’s Relevance Score is very similar to Google’s Quality Score in that you will get more impressions and likely cheaper clicks if it’s higher quality and more relevant. That said, if you’re noticing a post is getting more engagements than usual, you should boost the post because clearly it’s relevant to your followers or audience (we like Eric Siu’s rule of boosting posts with 3% engagement or more). Additionally, once you can see that it has an exceptionally high Relevance Score, you can actually add it to a campaign in Power Editor or Ads Manager. All you need to do is select the post ID as the ad for that particular campaign and you can now optimize for website conversions, video views, clicks, other objectives outside of page post engagement.
5. Streamline Your Creative and Syndication Efforts
Boosted Posts still follow the same guidelines as Facebook Ads in which the image must not contain more than 20% text. This means, while your content team and ads team can and should use the same assets, your business can also streamline the decision-making process when deciding which creatives to boost, syndicate, and turn into Facebook Ad campaigns. Two heads are better than one, and boosted posts brings your content and advertising teams together to work more closely as a stronger and more strategic business force.
6. Take a Day Off
Let’s face it. Social media never sleeps, but humans need to. The great thing about boosting Facebook posts is that you can boost a post for your day off and you won’t have to worry as much about your traffic or engagement metrics dipping too drastically. Boosted posts give you the opportunity to finally take that vacation you’ve been eyeing on your lunch break. Just keep in mind that posts become outdated eventually, and Facebook only allows you to boost a post for up to 14 days, so don’t miss that flight coming home.
Have you tried boosting Facebook posts? Any best practices to share? Tell us in the comments below!
First of all, congratulations! Writing an ebook is a massive endeavor, and there were likely many people, pieces, opinions, and revisions involved. Now it’s time to make sure all that hard work pays off by properly marketing your masterpiece.
Sending as many people as you possibly can to the ebook is the primary goal, but before we get there, let’s back up and make sure you’re getting everything you can from those readers. That starts with an effective landing page.
Build A Gated Landing Page
When someone clicks on an ad, link, or email, you want to provide them with an informational and enticing page where you can also collect valuable information about him or her. You don’t want to overwhelm or deter someone from following through on accessing your ebook, so asking for their email should be your number one priority. Also, determine the information that’s most helpful to correctly market to them later. Depending on your product, that could be questions about their industry, company size, etc. You may want to check with your sales team to see what questions they ask when assessing a lead.
The landing page should also include information on what the person will get in the ebook. That could include a page or two from the book, testimonials from early readers, a chapter title look at the information provided in the book, or anything else you think might help “sell” it.
Here are some companies that know a thing or two about making great landing pages:
- This Instapage roundup features companies like Microsoft and Salesforce
- Marketing and design firm Impact has a list of 15 pages designed for lead generation
- Unbounce offers a library of landing page templates
Also, check out our 5 Easy Ways To Boost PPC Landing Page Conversions for tips on how to maximize your page.
Create Compelling Messaging
Now that you know where you’re sending people, it’s time to open the doors and invite them in. Comb through your ebook (although you probably have the whole thing memorized by now), and take note of any content you can repurpose for ads, social media posts, cross-promotional emails, and any other channels you might use to reach new customers. Great opportunities include infographics, blog posts, one-liner tips, quotes, and photos. You spent all that time creating that content. Squeeze every bit of usefulness out of it that you can!
Find The Right Channels
The most effective channel is one where you can feel confident you’re delivering your message to the person who is most likely to convert, or in this case, provide their email.
Comb through your contacts or research potential partners and influencers who might help you cross-promote using their email lists or social media channels. If they post about this topic a lot and you have a good ebook, it’s a genuine ask. They’d probably like to read and promote what you’ve got.
Get into PPC mode and define your target audience for effective campaigns on Facebook, Twitter, and LinkedIn. Check out How To Do Mobile Social Advertising The Right Way for a reminder of each social platform’s capabilities and the type of content that performs the best. And our post How To Drive Social Media Traffic To Your Landing Page talks more about the power of these channels.
Thanks to the type of content you labored over for your ebook, you can tap into more non-traditional channels, too. Grab some of the book’s main points and create a short presentation to upload to Slideshare. Invite people to access the rest by clicking a link to your landing page. Go Hollywood and record a short video about the ebook to upload to YouTube. Facebook Live is a great option, too. And, finally, don’t forget what’s already right in front of you – your website. Design a banner or pop-up and stick it all over your .com and blog. If you can catch someone who’s already checking out your offerings, you’ve already won half the battle.
Support Your Content With More Content
Oh man, just when you thought you were done writing and designing infographics. But seriously, hooking people with smaller pieces of content is a super efficient way to get qualified leads. Write and publish blog posts that are related to your ebook and encourage readers to dive deeper into the subject by downloading the book. This is also a great strategy to get customers excited pre-launch. You can show off your experience and authority and get anticipation going for the big unveiling. As you’re deciding what to write, be sure to pay extra attention to your SEO strategy. These blog posts are a valuable opportunity to attract highly interested visitors who are already searching for information on your topic.
Announce Your ebook To Current Subscribers
Wait, what? Isn’t that defeating the purpose of using the book to get new emails? Not at all. In fact, it’s low-hanging fruit when it comes to strengthening your authority with people who already find you useful, not to mention the opportunity for word-of-mouth marketing from some of your best customers. Your ebook could also be what pushes them down the marketing funnel.
Use Email Addresses For Continued Marketing
Let’s assume you have strong ebook content, fascinating messaging, and utilization of strategic marketing channels. The email addresses are flooding in, and you want to make the most of them. Decide which goal or goals you want to accomplish immediately. Do you want to provide more value before you hit them with an offer? Create bonus material related to your ebook and send it out through an email drip. If you have an offer they can’t refuse, hit ‘em with that through an email. If you prefer to take a more subtle approach, use the email addresses to create a PPC audience and serve them ads related to your offering. Use the information you collected about them on the landing page to create segmented lists and develop content that’s most relevant to them. These email addresses are the golden ticket to continue marketing to a group of people who have shown a strong interest in what you’re selling. Use them wisely, but don’t be afraid to use them.
Organize Your Content
You’ve spent so much time creating valuable information, the last thing you want is for it to get lost on your site. Especially if you plan on publishing more ebooks, make sure you have an organized strategy for how you’ll host everything. Because this content is evergreen, you’ll be able to include it in your marketing strategy indefinitely. Take a look at how Wistia and Intercom present their previously published material.
You already know about the power of a well-written ebook, or you wouldn’t have created one in the first place. By using the above tips, you’ll ensure your ebook has a happy ending.
Starting February 15, 2017, Facebook is changing its pixel game. You’ll no longer be able to create Facebook ads or track conversions with the conversion tracking pixel. While it takes a little doing to get set up with the new Facebook pixel, we think this is absolutely a change for the better – custom conversions and advance tracking – ooh la la!
To make sure you have all the information you need to navigate this transition, we put together a complete guide for surviving the conversion tracking pixel deprecation and embracing the Facebook pixel!
The Facebook Pixel vs. Past Pixels
All advertisers should already be using or be in the process of migrating to the Facebook pixel in order to continue receiving the same conversion stats. In addition to keeping the conversion stats previously available, there are quite a few upgrades with the new Facebook pixel, of which you’ll want to take advantage:
- Conversion tracking across devices: See how your customers are interacting on different devices before they convert.
- Optimized delivery to those who are likely to convert: Show ads to people most likely to take your actions, like purchasing or filling out a registration form.
- Automatically built audiences for website retargeting: Create Custom Audiences for people who take specific actions on your website, like visited a product page, added to cart, or purchased a product.
- Lookalike Audiences: Know who your best customers are? Find more people who match their qualities.
- Dynamic Ads: Automatically serve relevant and timely ads on Facebook based on user behavior, like the products people visited on your website.
- Audience Insights: View rich insights (like demographic, lifestyle and purchase information) about the people visiting your website so you can create content that will resonate with them.
If we do a side-by-side comparison chart between the three Facebook pixels, you get the most power from the Facebook pixel with the least amount of code on your website.
How To Migrate to the Facebook Pixel
In five steps, you can migrate your conversion tracking over to the Facebook pixel. Here’s how:
Step 1: Create Your Facebook Pixel
(You can only have one Facebook pixel in your account so if you’ve already created your Facebook pixel, skip this step and proceed to step 2.)
In your Ads Manager, you’ll see a Facebook Pixel tab where you can click Create a Pixel.
Note: You can have only one pixel per ad account, so name the pixel in a way that represents your business (though you can change the name of the pixel at any time from the Facebook Pixel tab). Once you accept the terms, you can create the pixel.
Step 2: Implement Your Facebook Pixel
The Facebook pixel code has two main elements:
- Pixel base code: Must be added on every page of your website to track activity or events on your website.
- Event code: Tracks any paid (Facebook ads) or unpaid (organic reach) actions that happen on your website, so you can use that data for advertising
There are nine predefined or standard events for which Facebook automatically tracks and optimizes your ads. Previously, you had a unique conversion pixel ID per action, like a purchase. Now, you’ll only need one ID per account and you can differentiate between actions with different event codes. Using the table below, place the appropriate standard event code anywhere you had previously used the conversion tracking pixel:
Step 3: Check Your Implementation
After you’ve mapped your events, double-check these areas to make sure everything is tracking correctly on your Facebook dashboard, and cross reference with your conversion tracking pixel data:
- Is your Facebook pixel active and sending traffic consistently?
- Is the overall volume of traffic from your conversion tracking pixels about the same as that of your Facebook pixel for the same time period?
- Is the volume of conversions for each of your types of conversion tracking pixels the same as the volume of conversions for each corresponding standard event?
Step 4: Transition Your Ads
Once you’ve verified that the Facebook pixel is accurately tracking volume, it’s time to migrate your ads over. To transition your existing ad sets to tracking with a Facebook pixel only, go to Ads Manager or Power Editor and locate the ads you wish to update. When you’re in the edit view, go to the Pixel Tracking section and select “Track all conversions from my Facebook pixel” — don’t forget to save and close.
In addition, you’ll want to modify your existing ad sets’ optimization to use the Facebook pixel. Facebook recommends shifting only a small portion of your budget into a new ad set optimizing through the Facebook pixel to start. These ad sets can gather the necessary data for successful full-scale Facebook pixel optimization and as you build up data and feel more comfortable and confident, modify the rest of your existing ad sets.
Go to your Ads Manager or Power Editor and find the ad sets you wish to edit. In the “Optimize For a Conversion” section in the editing window, click the X in the “Conversion Event” field and choose a new Facebook pixel conversion from the dropdown — don’t forget to click Save and Close.
Step 5: Remove Your Conversion Tracking Pixel Code
Once you’ve implemented the Facebook pixel code and transitioned your ads and ad sets to the Facebook pixel, you can remove the conversion pixel code from your website. However, make sure your conversion tracking pixel isn’t being used for optimization or tracking for any active campaigns before you do this.
Remember the Conversion Tracking Pixel will no longer be supported on February 15, 2017 so don’t delay on these updates. Happy advertising!
Sahil Jain, CEO and Co-Founder of AdStage, circled up with CGTN America this week to talk Super Bowl advertising hits and misses, and the role of digital marketing in live television today.
Q: How important are Super Bowl TV and online ads today vs a decade ago?
SJ: Studies show that say 87% of people have a second screen in front of them while they’re watching these games/events or just television in general. 64% are using social media while they’re watching TV. This year, you’re going to start seeing, for the first time ever, digital advertising eclipse TV advertising. But, it’s not doom and gloom for television advertising. In fact, it’s the opposite. Its that digital advertising, television – all these different mediums – are more effective when you use them together – when there’s a holistic strategy in place. You really saw this with Airbnb’s Super Bowl ad where they had the #weaccept hashtag at the end. They knew the Super Bowl audience was going to be on their phones.
Q: Super Bowl ads are no small investment – in fact, they hit 5 million dollars this year. So with so many other ways to attract consumers, is it still worth the investment?
SJ: The name of the game is really elevation across all fronts. Studies are starting to say that television ads will lead to larger social engagement. So if you show a television ad, you’ll see increased engagement on facebook, twitter, etc.
You’re starting to see some more well-funded tech companies taking out Super Bowl ads – you saw Google, you saw Amazon – the two artificial intelligence battlers, and you saw newcomers like Airbnb. That’s just a testament to this medium being alive and well, regardless of the price tag.
Q: Any Super Bowl advertising surprises this year? Big hits and misses?
SJ: You saw for the first time, in a really strong way, these brands using their voice and power to bring attention to things happening currently in the political climate. In the end, brands are still looking for greater sales and bigger purchases, but we can’t forget what Coca Cola did with the Share a Coke campaign – teaching us that there’s some sort of altruistic behavior that you can marry with your business goals. You saw this with Anheuser Busch – it was really beautifully done – almost like a movie or a television show we were watching on Netflix.
Check out the full interview below!
As PPC professionals, we’re always looking for ways to increase productivity and campaign performance. In 2017, automating PPC ads is going to be our top tactic for getting the most out of our ads with the least time spent (we don’t just sell PPC automation tools – we practice what we preach). We know a lot of people have questions when it comes to PPC automation, so in this post, we’ll be covering the top seven reasons everyone should be automating campaign optimization this year.
1. Automated Bidding
Google AdWords and Facebook Ads both have a number of bidding options. And, if you haven’t tried them yet, you’re missing out. Managing your bids manually is not only time-consuming, but may not be in your best interest based on your campaign goals.
Within Google AdWords, we recommend using the CPA bidding option. This will help maximize your conversions, unlike CPC or CPM bidding, which optimizes for clicks or impressions, respectively. Because search queries and impressions occur in real-time, it’s unrealistic for a human campaign manager to continuously monitor and update bids around the clock. You can select your bid strategy at the campaign level and the ad group level within AdWords, but the ad group setting will supersede the campaign settings.
Facebook is slightly different since the campaigns you build on the social network are objective-based. Based on your campaign objective, Facebook will automatically optimize bids for the end goal if you select automatic bidding. Unlike a one-time bid update, Facebook’s automatic bidding algorithms are constantly optimizing and iterating your bids 24/7 to deliver the maximum number of results. Automatic bidding is set at the Facebook ad set level within your Ads Manager.
2. Campaign Scheduling / Dayparting
If you managed a retail shoe store, and you knew more shoppers came on the weekends, you would schedule more onsite team members on those days, right? Likewise, if you’re a restaurant owner and you know when the popular meal times are, you’re going to have more cooks and waiters on the schedule. You can think of campaign scheduling the same way.
If you’re tracking your conversions through Google Analytics (which I hope you are!), you already know which days of the week and even which hours of the day are going to yield the most conversions. Alleviate the need to manually pause and start campaigns by scheduling your ad delivery times and days. Campaign scheduling optimizes your budget, stretching it to drive more conversions during the most competitive hours of the day.
3. Account & Campaign Budget Monitoring
To combat over or under-pacing, you should monitor your spend trends. However, this attention to detail is often very manual and time consuming. By implementing rules through an automated monitoring system, you can receive alerts when the system is noticing changes in performance and then reallocate budgets automatically.
4. Standardize, Automate, and Schedule Your Reporting
Reporting is inevitable. Especially when you’re spending thousands, if not millions of dollars across multiple traffic sources. The more sources you test, the more cumbersome reporting gets, so find a system that helps you automate elements of the PPC reporting process. Here’s an example from AdStage Report:
Create a standardized template for your report by adding interactive elements, custom views, and branding.
From there, you can refresh and send yourself and your team the report on your desired cadence.
5. Automatically Pause Underperforming Creative
Automated rules that are unbiased and impact your cost per conversion can go a long way in making sure that your are putting your best creatives forward. For example, PPC automation allows you to pause ads that have high impressions and clicks, but no historic conversions, or pause ads that have significant historical data, but high CPAs.
6. Receive Alerts for Performance Trends You Care About
Rather than manually having to check your campaign performance every day or every week, automate this task with an alert. This means you will get a message pointing out any campaigns or targeting settings that are jeopardizing performance. For example, get notified when your campaigns, ad groups or ad sets have a low CTRs or high CPAs.
7. Automate A/B Testing
Creative testing has a scientific element to it that is prone to human error or biases. There are rarely any marketers conducting purely manual A/B tests. When using an automated system to A/B test your ad creatives, you can set up the parameters and let an algorithm decide the true winner. It will tell you which ad creative is winning based on the performance metrics you care about the most and you can swap in a new ad for ongoing A/B tests and incremental boosts in performance over time.
Obviously, we’re biased when it comes to PPC automation – we love it so much we’ve made a whole product for it. If you have questions about how AdStage Automate might work for you, start a 14-Day Free Trial or request a demo.