Online marketing is essential for success in today’s digital landscape. Marketing automation is among the most recent developments that offer immense benefits to marketers ranging from time savings, improved performance, better targeting to increased revenue, among others. The key to success lies in ad automation when running an AdWords marketing campaign.

Google Ads has been a front runner in the automation of advertisements. In light of this fact, marketers can take advantage of a variety of tools while automating both their PPC and display marketing exploits. Although most decisions are left to the marketer, Google’s automation tools have what it takes to help you make informed decisions while targeting new opportunities or optimizing existing strategies. Here are some automation features offered by Google Ads marketers this year.

Responsive Search Ads

Responsive Search Ads are a relatively new form of automation, having been rolled out in 2018. This feature is increasingly becoming popular among marketers. Looking at the essential elements of this feature, Responsive Search Ads bear close similarities with the message optimization technology. For each ad provided, there will be multiple headlines and ad descriptions, which are used in different combinations depending on the search query of your target audience.

Smart Campaigns

Smart Campaigns are a common feature in ad automation. It is worth noting that Smart Campaigns are the default marketing campaign offered by Google AdWords marketers after a successful sign-up. Ideally, this campaign allows marketers to create an ad text and set a budget. From there, Google takes care of the rest. Smart ads often appear when people near your target geographic location search for phrases that seem relevant to your business.

AdWords Automated Bidding

Automated bidding is one of the most profitable AdWords automation features. This feature comes in handy for marketers who do not have the time to adjust the CPC value for individual keywords manually. Automated bidding, on the other hand, takes care of the limitations associated with manual adjustments. This feature relies on machine learning and artificial intelligence, which help set the best bid for each ad.

Google Ads is a testament to the fact that Google is continually marking efforts to encourage automation…