What Is PPC (Pay Per Click) Automation? | Lesson 1/8 | SEMrush Academy

You will learn what PPC automation is, what automations are available to you on the main paid search channels (Google, Microsoft).
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0:37 What is automation?
0:49 What can we automate?
1:41 Which networks support automation?

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Automation means we're delegating some part of our active management to the ad network. This can mean partial automation (rules/scripts we write) or full automation (relinquishing control to the algorithms).

The things we can automate range from network to network; however, these are the common tasks:

Bidding based on a given goal. For example, you might want as many leads as possible and not care about the cost. This means you'll bid more often than someone who cares about the cost per lead, but not as often as someone who cares about clicks.
Ad creation based on previous copy as well as automatically A/B testing creative choices.
Audience expansion based on previous audience targets. If the audience influencing the similar or look-alike audience is reliable, the potential for value is higher.
You'll notice that all of these automations initially rely on human examples to teach the machine. On our path to profit and power, we'll likely want to retain some control early on, so we can teach the machine what we consider successful. As the machine learns from us, we can begin delegating.

Google and Microsoft's Search automations are as follows:

Ads and extensions auto-created based on existing creative, as well as 'winning' creative from other advertisers in your industry.
Audience expansion via similar audiences and user behavior.
Bidding based on goals (we'll cover these specific strategies in a later lesson).
Google Display and Video offer us:

A/B testing of content.
Smart bidding that allows you to pay per lead.
Audience expansion via similar audiences and user behavior.

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