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Google have recently announced the introduction of Automated Rules for AdWords advertisers in the UK.
The function was trialled back in December in the USA and following some good feedback and results, has been rolled out to all AdWords Accounts.
In a nutshell, the tools allows you to create rules that automate some of the optimisation within your campaigns to make life easier and the campaigns less time consuming to manage.
Some examples of Automated Rules that can be set up:
These are just some of the rules that are available, but pretty much anything that you would typically filter on, can be made into an automated rule.
You can schedule your rules to run once, daily, weekly or monthly at a certain time/day of the week.
To test the new tool, I setup an Automated Rule on a PPC campaign to increase the ad group bid price by 20% every time the ads were shown in a position worse than four. Over the past three days I have seen some very positive results and would recommend any AdWords user that continuously makes updates to a campaign to take a look.
Google AdWords have published a video explaining how the feature works and how to create a new automated rule.
It would be good to hear anyone else’s thoughts on the tool and whether or not you have seen positive or negative results as a consequence of using it. So if you’re trialled it and had a chance to analyse the impact, let us know how you’ve found it so far.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.