Although it’s always been billed as a platform that’s very approachable to every small business owner, Google Ads can be a very intimidating to use. On top of that, Google Ads isn’t a set-it-and-forget-it solution. It takes constant attention and optimizations to make sure it’s always performing as well as it can. For someone like me, whose full-time job is managing campaigns, the time investment isn’t such a big deal. But for those of you who do this part time, or as a part of running your business, the time needed to manage Google Ads can be a major hurdle.
That’s why I want to go through some tips you can use to help spend less time getting what you need from your Google Ads account and more time doing the other things that impact your business.
Like finding out industry benchmarks and planning strategy for your account!
Here are 10 strategies you can start using today to spend less time in Google Ads:
- Set automated rules
- Write scripts
- Use bidding strategies
- Try automated ad copy
- Create negative keyword lists
- Create placement exclusions lists
- Save columns
- Save filters
- Schedule automated reports
- Build dashboards
Before we get started…
You’ve heard it before: “It takes money to make money.”
In this instance, time is money. So I’m changing the saying: “It takes time to save time.”
Many of the strategies below will require you to spend a little time setting things up on the front end; many of them will take you longer to set up the first time than it would to just do the thing you need done. But the goal here is to save time in the long run, which all of these will help you do.
So with that out of the way, let’s jump in.
The simplest way to save time in Google Ads is to let the machines take over some of the work for you, so my first few strategies are all about automations. Just keep in mind that your automation is only as good as you allow it to be. It’s all a machine. Good data in, good data out.
1. Set automated rules
Automated rules have been around in Google Ads for—well, as long as I can remember, honestly. They’re a fantastic tool for creating very specific alerts or changes in your account.
Essentially, automated rules function as if/then statements that you can set up based on the performance or status of your campaigns.
Here are some common uses for automated rules:
- Scheduling temporary campaign pauses
- Keyword bid adjustments
- Pausing keywords with low performance
- Alerts about performance shifts
There are quite a few ways to use automated rules, so head into the ad manager, click “Tools,” “Automation,” then “Rules” to get started.
The one downfall of automated rules is that they can have some unintended consequences if you’re not keeping best practices in mind. Be sure you’re setting yourself up for success and not complicating things.
2. Write scripts
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