Is this the end of SEM Optimisation tools?

Managing and optimizing your paid search campaigns to their full potential takes (a lot of) time, effort and can quickly become frustrating.

Because it is done manually and regularly, bid optimisation is probably one of the most laborious tasks in PPC campaign management. You could be optimizing bids for various reasons: Decreasing your average CPCs to maximise your budget, improving the coverage of your converting keywords, or making sure you’re spending your dollars in the most effective way. Whatever your reason is, note that bid management is one of those tasks that you can already automate via bid management tools. A wide range of these tools are available although it will lead to an additional cost and can impact negatively the efficiency of your campaigns. Besides bid management, most other tasks are still manual.

Well, the time has come for us to welcome Google’s official tool to automate part of campaign management: the Adwords automated rules.

  • How many times have you had to put yourself a reminder to pause promotional ads & resume old ones?
  • How many times have you realised that important keywords in your account had fallen under the first page minimum bid without you noticing?
  • How many times have you had to re-adjust your campaign daily budget limits because the client is asking you why his ads are not showing?

These are some of the questions that can now be fixed, thanks to Google Adwords’ long-awaited automated rules.

Campaign management tools have used, in most cases, bid management as their strongest asset. However, now that Google has released the exact same functionality, I ask myself:

Is this the end of bid management tools?

Well, the answer is probably no, but they will probably take a hit from this release.

These tools have evolved to incorporate additional functionalities such as integrating databases, advanced reporting or even consolidating your paid search activity which normally could be spread on every corner of the web (different networks, different search engines, different regions, etc).

While most blue-chip clients may still require campaign management tools, small and medium size advertisers can easily save some money by avoiding them and sticking to Google.

Please take part of the discussion by leaving a comment below.

*Please note that this feature is only available to advertisers in the US at the moment but we will let you know when it is rolled out in Australia.

Planning a new website this year? Get the Website Redesign Checklist

Subscribe to download

Every year, several of our clients redesign their websites.

When this happens, there’s a lot to think about.

  • SEO. How do we smoothly transition rankings and traffic?
  • Ad campaigns. Are we updating ad copy, URLs, tracking?
  • Conversion rates. Can we make sure the new site converts better than the old?

Most checklists online (and books) only cover website redesign from one perspective, e.g. SEO. That’s great but incomplete.

None cover SEO, PPC and CRO, together, in a digestible way.

Which is why we needed to create this.

It contains the top 30 highest-priority items to consider packed into two easy-to-print pages. It’s perfect for guiding your team and agency.

Get your checklist now

How we can help you

We can help you drive digital marketing performance by using world’s most powerful digital marketing channels to full effect

How we can help you

Get a proposal

Would you like to see how Reef can improve your digital marketing campaigns? We welcome the opportunity to share our best ideas with you

Get a proposal