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The Rise of PPC Automation in 2020

In the year 2020, consumers can expect to see great advancements in the form of their PPC advertising. Most of these advancements will be comprised of automations that will make it easier for digital marketers to do their jobs. Marketers will look to rely on machines and on machine learning to complete their daily basic tasks that normally take up time.

Marketers are split on how automations are going to affect the culture of PPC advertising. Some individuals, like Ed Leake of Midas Media, believe that automation will lead to increased efficiency for marketers. “…start with the one thankless task you do regularly,” Leake said. “In other words, it takes a lot of time and it has a small impact of results. Take that task and find a machine to do it for you.” Others, like Brad Geddes of AdAlysis, believe that PPC automations will not work out for the marketing industry. “We’re going to see Google continue to take control away from advertisers in the name of ‘better targeting & intent’”, Geddes said. “Unfortunately, Google has not figured out intent in any meaningful way, so these changes will leave you with more work to do in order to keep seeing the same results.”

Whichever way you stand on the rise of PPC automations, there’s no denying that automations are what Google and Microsoft are heading towards.

How will these automations affect the marketing industry in 2020?

Changes to PPC Advertising Due To The Rise Of Automations

Bidding is an online marketing tool that is expected to see the biggest change due to machine automations. Bidding is a practice where advertisers set maximum amounts that they are willing to pay for a click on their advertisement. Currently, there exists both manual and automated bidding, but with the continuous rise of automations, most marketers are worried that manual bidding will soon become non-existent. This can have a large effect on marketers that currently use manual bidding for campaigns within the Google Ads and Microsoft Ads platforms.

The importance of strategic planning is also expected to gain significance in 2020. With less time being spent on tedious tasks, marketers can now direct their focus to more long-term projects. They will now have more time to research and explore potential new opportunities for the company.

It’s important to note that if marketers don’t start to take advantage of automations now, then they risk falling behind to their competitors and losing out on a valuable opportunity. By getting ahead now, marketers can begin to build a basis for their automations. This will make it much easier to understand these automations when they start to get even more complex and sophisticated. Frederick Vallaeys describes this perfectly in a process that he calls ‘automation layering.’ Instead of waiting until automations are fully rolled out by Google or Microsoft, start by learning ‘lightweight automations’ that you can build on as time goes on. Instead of having to learn from scratch, marketers can now be slowly exposed to the changes that are happening and have a much clearer idea as to how the automations work and function.

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