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6 ways to improve your pay-per-click campaigns with automation

By Ana Gotter · May 26, 2021
A dollar sign in a white box on a light orange background.

Pay-per-click (PPC) campaigns can be incredibly valuable for brands of all sizes. They’re highly effective at driving traffic, leads, and sales quickly, even if there is a price tag attached to acquiring those customers. 

Data has proven this over and over again:

  • PPC campaigns are one of the top three generators of on-page conversions

  • Traffic from paid search results yield more conversions than organic traffic

  • PPC visitors are 50% more likely to make a purchase than organic visitors

While PPC campaigns have incredible potential to be high-performing and high-converting, they're also an exceptional amount of work. To get results from the campaigns, you need to manage every aspect of your PPC campaigns. Fortunately, automation can help. 

You'll need a Zapier account to use the workflows in this piece. If you don't have an account yet, it's free to get started.

Why paid marketing channels need automation 

Even small businesses with "minimal" advertising may have an average of 10-24 individual ads spread across two or three platforms. 

Each ad and campaign needs to be carefully monitored, including pausing or starting the campaign, making adjustments to get an ad approved or improve performance, and tracking data. 

There are so many fluctuating metrics and moving parts. You also need to worry about purchase tracking, incoming lead forms, incoming messages, changes in the algorithm, and more.

You have to keep up with all of this across multiple ad types on multiple platforms. 

Automation is key to streamlining the process as much as possible, simplifying it so you can get results faster while sorting through the muck of all the data. This is the best way to discover new options for optimizing and improving your campaigns, too, as it allows you to focus more on the tasks that need your attention instead of endless cycles of busy work.

Want to see how automation can improve your PPC management and performance? Let's take a look at six different ways it can help. 

1. Get instant access to lead information 

Without automation in place, information from lead forms on platforms like Facebook Ads, Google Ads, and LinkedIn Ads will sit in the database until you manually download it and then upload it to your CRM.

This can cause significant lags in response times, which can impact your ability to convert those users into customers. Since you've paid money to acquire that lead information, this is the last thing you want to do.

Keep the sales funnel moving quickly by getting your sales team access to that data as quickly as possible with automation. Different integrations will automatically download that data at set periods or in real-time and upload it straight to your CRM, and you can even have your sales team receive emails about new leads. 

2. Get cross-platform alerts when campaigns go live 

When you have multiple campaigns running at any given point in time, there's so much to track. If you have a campaign scheduled in advance, for example, you want to know when it goes live. You may also want to know when a campaign ends, or when you hit certain benchmarks.

If you're on a team with multiple people working to set up ad campaigns, you want to make sure everyone is up to date when those new campaigns launch. 

Businesses who have hired agencies to create campaigns may also want to be notified, especially if they want to take a look at what users are saying on the ads and so they can prepare their social media team to be ready to respond to questions.

You can get notifications through emails, Slack messages, or with new tasks popping up in your project management software to alert everyone of launched campaigns.

If you work with apps or software not included in this article, don't worry—Zapier works with thousands of apps. Head to our App Directory and search for the one you use, or browse to find the right solution for your needs.

3. Use bulk editing & revising features 

Have you ever had the deeply unpleasant experience of needing to shift the budget for fifteen different ad campaigns at once? Some platforms require you to go in and edit each individual campaign, one at a time.

There are some automation tools that allow for bulk editing of your ad campaigns. 

You can, for example, adjust the active status of different campaigns by making changes in third-party programs with the right integrations. This can help you shut down, pause, or restart campaigns without needing to manually change each one. This saves time and can prevent campaigns from being missed. 

4. Improve retargeting efforts 

When a user completes an opt-in form or a lead form but then fails to convert, retargeting is an invaluable tool to recapture their interest and hopefully their sale. 

It’s crucial to speed up and streamline the retargeting process. You want to strike while they're still thinking about your brand—and definitely before they find a competitor to purchase from instead.

In order to streamline your retargeting efforts, you want all new email addresses to show up in your custom audiences list on different platforms right away. This allows you to retarget to them faster and prevents potential sales from slipping through the cracks.

As the iOS 14.5 and AT&T privacy features roll out to more users and website tracking becomes less effective, using list-based retargeting will become more valuable than ever before. Take full advantage with these integrations to maximize movement through your sales funnel. 

5. Streamline funnel movement 

One of the greatest benefits to automation is that it can speed up just about everything you do. This means that your customers can receive a streamlined experience, too: They don't need to wait for follow-up emails or new content, they can get it right away.

Let's say, for example, that a user converts on a lead form to sign up for a webinar that you’ve advertised on LinkedIn Ads. You'll want to reach out several times:

  • Send them a welcome email right away with details of the webinar and a message about when they'll get more information. 

  • Send an email the day before the webinar with the link they need to access the webinar.

  • Send a reminder email 30 minutes before the webinar.

  • Send follow-up resources after the webinar. 

You can do this when you push email addresses from specific campaigns to designated lists on tools like Mailchimp or ActiveCampaign. With pre-set autoresponder campaigns locked and loaded before you ever even start running those ads, you're ensuring a smooth, consistent experience. This is true whether you're offering a 10% discount or access to a lead magnet. 

6. Access more data about offline conversions 

Even with website tracking blocked, it's possible to continue to get info on those online conversions. You'll want to use a combination of your PPC platform's native analytics and the data from your eCommerce platform. You can then analyze the two for a more detailed look at what's happening with your audience.

Offline conversions have always been trickier, however. What about in-store purchases? Or customers who attended a live event, or users who made a phone call to book a call? These actions can all be driven by ads. While it's more difficult to track those metrics, it's important to do so.

Facebook’s Offline Conversions API allows you to track this data, however, and automation can make it much easier to set up. 

You can use Zapier to send offline conversions data to Facebook from Google Sheets, EventBrite, and even an eCommerce tool if it’s not being tracked by the pixel. This is crucial in getting a much better understanding of exactly how effective your PPC campaigns are. 

Use automation to create a right-sized system

The beauty of automation is that not only is it effective, but that it's not one-size-fits-all. You and your team can determine what automated workflows and integrations will best help your team and your customers, and go from there. Test what works for you, and see how automation can impact your PPC campaigns and your sales. 

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Ana Gotter picture

Ana Gotter

Ana is a strategic content marketer specializing in business, finance, and marketing writing, though she's worked across a range of industries. She works from her home in Orlando with her three dogs and can be contacted at www.anagotter.com.

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