Everything you need to know about CPC automation in Google Ads

CPC (cost-per-click) management during a paid search (SEA) campaign determines both the allocated budget and the expected return on investment. To make things simpler, you can use an automated CPC solution — for instance during a Shopping campaign. What does this involve exactly?

CPC automation is an SEA campaign optimisation method based on cost-per-click (via a bidding system). By combining technology, artificial intelligence and machine learning, advertisers can hand campaign management over to the advertising platform, alongside the custom labels defined in their product feeds.

It is up to you to set the limits, for instance by defining a budget for the whole campaign, or by setting a goal such as a maximum cost per conversion (or a target return on ad spend). The platform does the rest, automatically adjusting the bids. Depending on the strategy you choose, the goal is to maximise clicks, conversions or conversion value within your target.

This alternative to manual bidding exists across the main advertising platforms: Google Ads (through Smart Bidding) and Google Shopping, now largely delivered through Performance Max campaigns, as well as Amazon Ads and Microsoft Advertising (formerly Bing Ads).

Benefits of CPC automation

CPC automation means that:

• you can aim for the biggest possible profit and profitability during CPC campaigns;
• time is saved on bid management;
• several CPC campaigns can be managed simultaneously;
• you can focus on your overall sales strategy and internal processes;
• you keep control over your budget;
• data can be gathered to optimise future campaigns.

Limits of CPC automation

A word of caution: automating CPC campaigns assumes you have enough data for the platform to manage bids properly. That usually means running an initial campaign to gather signal first, and it makes the quality of your product feed decisive. The better structured and enriched your data, the better the algorithm performs, which is where a solution like Lengow NetAmplify comes in to build, enrich and optimise your feeds for every advertising channel.

What's more, by letting the platform manage your bids, you give up much of the direct control over your campaigns: the machine will do everything to reach your goals, but without weighing context and nuance the way you would. Mistakes can escalate quickly if they aren't caught early, so you always need to keep an eye on what is happening.

Automated bidding only works as well as the product data behind it.