Grow my business

Use automation to drive growth

Overview

Take advantage of the rich insights available to you and use them in real time. You can’t manually process the amount of information you need in order to make the smartest decisions and beat the competition. Meet your growth goals by leveraging automation, powered by machine learning.

If you want to grow volumes of clicks, sales or revenue, you need to be in front of the right users at the right time. In order to know who those users are, you’ve been able to rely on their Search query, an excellent signal of intent. However, it’s possible to be much smarter by utilising the rich digital information available to you. If you can fully understand the best possible auctions to compete in, you can be more aggressive in the auctions that matter, and drive growth as a result.

The rich insights you need to be fully informed come from Google, the user and the advertiser.

Relationship between keyword bids and processed information

There’s so much rich information to process in making bidding, targeting or creative decisions that it can’t be done manually. You need to leverage automation.

Automated features can help deliver more clicks, sales or revenue because they’re powered by machine learning. Machine learning allows Google to learn from digital information, identify patterns and make decisions with minimal human intervention. Machine learning is incredibly powerful and – when paired with strategic direction from humans – can tackle the most challenging growth goals. 

  • Want to grow conversions or revenue? Consider fully automated bidding strategies such as tCPA or tROAS, which utilise thousands of data points to select a bid for every query, purely focused on achieving your goals. Use Performance Planner to understand the impact that changing targets can have on your volumes.
  • Want to see increases in click-through rate and quality of users clicking through to your site? Consider Responsive Search Ads, a semi-automated ad feature that lets you create an ad that adapts to show more text – and more relevant messages – to your customers. Enter multiple headlines and descriptions when creating a Responsive Search Ad, and over time Google Ads will automatically test different combinations and learn which combinations perform best.
  • Want to maximise the potential of Google Voice Search? Use Dynamic Search Ads to show your ads when a relevant query is made, even if you don’t have the keyword in your account. As voice searches increase and new queries surface, Dynamic Search Ads help ensure you’re not missing any valuable impressions.

Key takeaways

Meet your growth goals by leveraging automation, powered by machine learning. Take advantage of the rich insights available to you and use them in real time. You can’t manually process the amount of information you need in order to make the smartest decisions and beat the competition.

Focus on providing the best quality inputs (via audience signals, ad assets and conversion data) in order for the machine to deliver the very best results for you.

Next steps

  • Clarify goals

    Have clarity in your marketing goals so you can identify the automated solutions that will work best for you. The clearer the ambition, the more likely you are to succeed.

  • Importance of knowledge

    Knowledge is power! Get up to speed on solutions that will automate the heavy lifting using Google’s Academy for Ads.

  • Here to help

    Don’t feel like you have to go from zero to 100 overnight. We understand that automating elements of your account can be tricky. Work with your Google representative to discuss possible tests to see the impact of these features before you roll them out further. If you don’t have a dedicated Google rep, get in touch with our support team for advice.

  • One

    Clarify goals

    Have clarity in your marketing goals so you can identify the automated solutions that will work best for you. The clearer the ambition, the more likely you are to succeed.

  • Two

    Importance of knowledge

    Knowledge is power! Get up to speed on solutions that will automate the heavy lifting using Google’s Academy for Ads.

  • Three

    Here to help

    Don’t feel like you have to go from zero to 100 overnight. We understand that automating elements of your account can be tricky. Work with your Google representative to discuss possible tests to see the impact of these features before you roll them out further. If you don’t have a dedicated Google rep, get in touch with our support team for advice.

Resources