Google Adwords or Ads has recently introduced automated extensions.
As stated by Google, “Automated extensions can give you more robust ads and more chances to win new customers”.
One such extension developed recently is the Google Ads automation headlines
Google Ads, with the help of machine learning analyses trillions of data in real-time for the right ads to get to the right person at the ideal time.
However, one wrong move and these automated add-ons will cost you customers and massive revenue.
To claim that the automated extensions are entirely good or bad would be downright false.
As with others, it has its set of pros and cons. To find out more about how you can make them work in your favour, read on!
Smarter Campaigns with Google Ads Automation
The RIGHT copy pays!
How many times have you heard this? Multiple times, probably!
The right copy pays. Always!
However, creating hundreds of ad copies is a time-consuming affair.
With Dynamic Search Ads, you can find prospects looking for your types of products and direct them to your website. Dynamic Search Ads fill in the gaps for keyword-based campaigns by extracting relevant data insights from your website.
This automation also generates headlines from the content used on the website in the least amount of time.
Now, this does mean quality prospects, better CTRs, and improved ROI.
But all that glitters is not gold. There’s no saying the creatives auto-generated from your website content will always be on point.
To ensure your ads reach your target audience without harming the intent of your message, do not rely completely on the automated headlines.
Automated Headlines and Expanded Text Ads
Advertisers have reportedly seen their CTR increased by at least 28% after the launch of expanded text ads. Simultaneously, it had an adverse impact on some campaigns, and a large percentage of advertisers have witnessed a drop in their CTR.
Why are some benefiting while others are losing out on a good part of ROI?
The key lies in how you are using the expanded text.
With Google Ads automated headlines, you can add a third headline and a second description in the H1 position.
Make use of the extra characters to supplement your offers and to get your message to your target audience in the most comprehensive way.
Take this opportunity to play with the additional characters and make your ads go crazy with more value propositions.
With detailed information in the H1 position, your target audience will have a better perception of where your ad is leading into before they click on it.
Google Ads Automated Bidding (Strategies and Benefits)
The automated bidding system is a sought-after feature of Google Ads automation. With this feature, you no longer need to assume bids, as they are optimized with particular keywords and phrases.
Each of the auto-generated strategies will help you reach your specific marketing goals. To mention a few:
● Target CPA for more conversions.
● Maximize Conversions for more conversions while spending your budget.
● Target ROAS (Return on Ad Spend) when you value conversions differently.
● Maximize Clicks to increase site visits.
● Target Impression Share to increase visibility.
● Maximize Conversion Value for more conversion value while spending your budget.
● Enhanced CPC to increase conversions while staying in control of the keyword bids.
Although machine learning-induced automation is a time-saver and promises precision, not all advertisers have fallen for it.
A feature that comes off as unnecessary to many advertisers is the Google Ads automated headlines. All headlines and sub-headlines are crucial, but the most important one is the H1 position. It is the spot that will decide the CTR and overall performance of the ad. And advertisers look back to the days when they had complete control over the position.
However, the good news is that you can still have complete domination over H1, despite its automated feature.
Here’s how you can prove to be smarter than the machines.
How to Opt-out of Auto-generated headlines!
● First, sign in to your Google Ads Account.
● Select the section entitled ‘Ads and Extensions’ and click on the ‘Automated Extensions’.
● After that, hover around to the right side of the screen and select the three dots.
● When you click on ‘Advanced options’, you will see a series of alternatives on how you would like the automated options to work for you.
● Click on the ‘Longer Ad Headlines’ and select your reason for opting out of it. You can add additional comments if you have any input on the same.
● Hit ‘Turn off’.
As mentioned earlier in the blog post, Google ads automation can help you bring in more customers and generate more sales. However, it is not as rosy as it sounds. To use it effectively, you have to take advantage of the features before the features take advantage of your ads.
Google Ads is always introducing automated updates, and advertisers are not in the least notified or given a heads up when these changes happen. Moreover, since the insights into the updates are unavailable in Google properties, it becomes crucial for advertisers to be vigilant of the UI to avoid automation harming ad campaigns.