Brad is probably one of the smartest people in the PPC world, and seeing him present a session (rather than his typical curator role on the SMX team) was nothing short of fantastic. Indeed, the idea that we want or should automate everything is absurd, but there is a Industry Email List happy medium to be found. On the one hand, functions such as reports must absolutely be automated, did you know that a recent study of theAdAlysisThe team found that “the agency Industry Email List spends an average of 8 days per month creating reports” – that's 26% of our time spent on a repeatable task!
Brad started off by talking Industry Email List about the different levels of automation that can exist and their respective key benefits: When thinking about how we Industry Email List should use automation, it's important to keep in mind that “automation is the machine that recommends optimizations – BUT you have to decide what to do.” These recommendations fall into 2 main categories: Optimizations: Category rules are “questionable” Pause poorly performing ads Use ad serving with rotation Suspend duplicate keywords Use Negative Items to stop queries from serving multiple ad groups Repairs:
Everything is useful Missing extensions Keyword Industry Email List conflicts broken urls But before you even look at the recommendations, you need to know your KPIs, know what will actually change as a result (education), understand other changes that might occur Industry Email List (unintended consequences), and the general workflow. In order to understand if we should act on the recommendations provided, Brad shared a great assessment framework: