When to automate marketing channels

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Direct targets : Native or first-party audiences.
Loose match : Audience usage.
PMax : Built-in audiences or human-generated audience signals.
Smart/automated bidding : in the audience that influences bid increases/decreases.
The choice to opt into one of the automatic audiences, meaning any audience that a person doesn't actively choose, depends entirely on how much you trust your conversion tracking . It's also important to make sure your creative matches the audience you're targeting. Generally, opting into automatic audiences means manually excluding the audiences you don't want (assuming there are no restrictions).

If you choose to manually select your audience (especially subscribing to audience signals for PMax), you create room for human error. That's why it's important to use data to inform your choices.

Based on search intent based on your highest converting search queries (as opposed to keywords alone), consider creating a custom audience.

When to use automated audiences
Unless you work for a limited industry, it always makes sense to have some manual influence on your audience. This influence can be exclusions or direct targets. But as Smart Bidding, PMax, and broad match have evolved, it’s worth testing these audiences.

At best, they thrive and you can benefit from leaning into the ad platform's toys. Otherwise, you have data to collect and can be proactive in choosing ad creatives and future exclusions.

Advertising channel automation
This method is one of the biggest areas of contention with marketers. Marketing channels are a strategic choice, and delegating this level of strategy can cause understandable unease. But it’s important to remember that how a human interacts with automation can still be a positive experience.

Advertising channel automation boils down to the following:

PMax: Merging all Google advertising channels into a single campaign.
Expanding Search with the Display Network : Google and Microsoft's options for search and display advertising to share the same budget.
Search and search partners : Traditional search engine results page (SERP) and selected advertising partners.
PMax can sometimes outperform campaigns with more controls peru mobile database . This is because:

Conversion values ​​are at stake.
Ad creatives represent all placements.
There are other standalone campaigns for the PMax campaign that you can learn from.
Many marketers default to search, and not all potential customers want to get important information this way. By the time a person searches for a given item, they usually already have a shortlist of brands they are interested in.

PMax gives brands access to visual placements and top-of-funnel interactions without having to allocate a separate budget for them. For all automated channel campaigns, it's important to have account-wide placement exclusions and negative keywords .

Manual campaigns can be effective. They typically only require advertisers to pay extra for each placement and are limited to the channels the advertiser opts into.

Conversion and budget data will be the deciding factors . If you have full confidence in your conversions (and are able to include conversion values), automated marketing makes sense. As a marketer, you put safeguards in place through negative audiences, placements, and keywords.

If you don't have much confidence in your conversion tracking and have limited budgets, you'll want to be specific about where your marketing dollars are being invested.

It's important to note that extensions and images are a valid answer for multi-channel campaigns that require more control. If you're subject to strict brand standards or n