Business View Magazine | Volume 9, Issue 1

5 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 1 O p e n i n g L i n e s THE RISE OF PPC AUTOMATION: EVERYTHING YOU NEED TO KNOW I n an increasingly digital age, pay-per-click (PPC) advertising is seemingly the way to go. These advertisements drive warm leads to your organization, increase website traffic, and, in turn, boost your ROI. And now, advances in technology mean that PPC advertising can be automated, saving you time and energy while providing tangible results. Sounds great, right? Well, it’s a little more complicated than that. While PPC automation does provide a host of benefits, there are areas where a human touch is key. Nate Burke, CEO and founder of digital marketing and ecommerce specialist firm Diginius , shares his thoughts on the good, the bad and the ugly of PPC automation. Automation has, in recent years, become common marketing practice, and this is particularly true in the world of PPC advertising. PPC automation has the scope to save time while delivering increased success, and is widely regarded as the next frontier in digital marketing. The automated advertisement market, for instance, is rapidly expanding, set to be worth over $6 billion by 2022. But, just like manual, human PPC advertising, automation has its pitfalls, and it’s important to know both the pros and cons of adopting an automated strategy. With this in mind, we’ll look at what PPC automation is, what it has to offer you, and what its drawbacks are, so you’ll have all the information you need when it comes to considering taking an automated approach. What is PPC Automation? In short, PPC automation is how we define the use of technology and machine learning to optimize your search engine marketing (SEM). Online search engines are being used more than ever before, and with 87% of smartphone owners using a search engine at least once a day, optimising your SEM has never been more important. There has been an exponential increase of networks on which advertisements can be hosted, so managing paid ad campaigns across such a wide array of platforms is a difficult task – such difficulty can be helped by automation, as it saves marketers a great deal of time.