Jun 20, 2022
In General Discussions
The reason humans care automations created by the engines is that we Industry Email List cannot escape it. They are launched at the discretion of the engine and whether we like it or not, we need to spend time determining how they impact our work. Given the busyness of the typical PPC manager, this extra work is not something to look forward to. Despite the big Industry Email List promise, the truth is that the success of new automations depends on experimentation and retraining, two tasks that take time to work well. To take an example from aviation, cutting corners with requalification When new automations are launched Industry Email List can lead to disastrous results as seen with the 737-Max. Luckily, in PPC the stakes aren't quite as high, but I think the Industry Email List analogy makes sense. Automation layering for close variants Some new automations can not be disabled, so they require us to change the way we work with Google Ads. Close variants are a recent example of this type of change. In September of last year, they redefined the different keyword match types, such as "exact match". mean. Some account managers now spend more time monitoring triggered Search terms for exact match keywords. This Industry Email List would be a great form of human control to turn into layers of automation where the PPC manager transforms its structured logic for how it checks close variants in to automation it does it automatically. There are two specific ways I've shared to layer automation on Google's exact match keywords to Industry Email List stay in control when they expand to close variations with a similar meaning. The first method is to simply check the performance of the variation close to that of the underlying exact keyword.