Automating Your Ads by Casey Walter

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Casey Walter Photo: Casey Walter

Save Marketing Dollars with Artificial Intelligence.

Are you trying to figure out the game plan for 2021? It might be a good idea to include automation!

Whether you call it machine learning, artificial intelligence or automation, this strategy can save you time and money. When humans are building Google and Facebook ads, there’s always the risk of human error. That’s pretty much eliminated with automation.

These systems not only watch the market, but also mirror what’s happening on your website, so you’re going to get much better results.  Automation takes the guesswork out of it.

The pandemic saw a huge bump in social media traffic. Photo: Shutterstock

When COVID-19 shut down the world, consumer habits hanged. There was a huge dip in Google traffic, and an increase in social traffic. So your Social Engine Marketing (SEM) should reflect that. With automation, it can adapt more quickly than humans.

Quality communication

Both Facebook and Google now have automated systems that will do the job. You’re on their playground, so you can’t go wrong using their solutions. There are others out there. It’s just a link into Adwords, where you designate your spend and they take a percentage.

Here’s how it works: if an ad isn’t working, automation will build a new one. It’s saving time and money because you’re getting quality communication. It will pause and build new ones to engage higher conversion. You build a template, and the system exploits it with key words. So there’s still a human element, and you can decide how much of that you want. You can be as involved or hands off as you’re comfortable with.

Mind you, there will needs to be someone watching. All technology requires a human to oversee what’s going on. But an automated system eliminates much of the grunt work. It’s constantly watching and learning what’s happening on the market.

I recommend watching it for at least the first 30 to 60 days, so you can feed it what you want. For example, if a manufacturer changes an offer, you need to be able to feed the automated system that information. Or, if you run out of a certain brand of tire, you need to be able to update the system. It’s going to watch what’s happening in the market and adapt to it. But if you don’t have what the market needs, you need to be able to feed the information so it can get you out there in the right places.

Early adopters will benefit

IBM just came out with a new automated system; in fact, everyone’s coming out with them. Automation is the new way of the world. When Facebook came out with a business solution, in 2011, smart marketers jumped on it. This is the new way, and getting involved, on top of it early, will be beneficial.

It helps take the guesswork out. Clients that are using automation are saving time and money. The systems build out almost a million keywords, hundreds and hundreds of ads, as they constantly update and change.

Buying into this or hiring a vendor isn’t as intimidating as you think. There are some big unfamiliar words—but ask for proof. It’s just like hiring someone—you check their references—and give them a trial period. Stay engaged and track the results over 30 or 60 days. It’s like anything else; you have to do your homework.

Casey Walter is an International Digital Marketing Consultant. She educates and builds brands through modern marketing practices, while leverage social media marketing services to amplify clients’ brand communications and connect them with consumers in order to drive business.


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