Small business owners, especially those with limited time to monitor social media, search trends, and news, rely on PPC advertising to drive traffic to their products and services. Google’s pay per click advertising platform allows you to bid only for keywords that you want your ads to appear for, and pay each time a person clicks on your ad. What if there was a way to automate your bids so they would go up and down based on search volume? This way, you can focus on the rest of your business without having to worry about performing constant updates.

But is automation really that important? I mean, with Google paid advertising, anybody can appear on the first page of search engine results. And given that people use the search engines to find information, your ad will surely be seen. But does appearing on the first page guarantee high conversion rates all the time? Well, it’s not solely about appearing on the first page; it’s about good PPC management.

Look at this scenario to have a better understanding.

Let’s say you are selling a top celebrity’s T-shirts, but you are not sure when some craziness or that celebrity’s buzz is going to hit the news, and you don’t want to sit all day waiting to click on the Adwords bid trigger. Still, you don’t want to bid yourself into the first page position if the celebrity is not in the news. But one thing for sure: you want to be there during the craziness. Sure, on buzz day, the impressions could go over 100 times as much impressions as on a non-buzz day.

Well, it’s actually possible to automate your bids. You can set your daily budget for specific keywords to increase every time the impressions go over a certain number, say 100. You can also set specific ad text to show when impressions increase to more than 1000—or whatever number shows an increase in the activity for those keyword phrases. So, yes, with Adwords automation, your PPC ads can appear on the top or first page position only during a “buzz day”.

With Google Adwords automation, you can propel your online marketing campaign to success with minimal time, effort, and investment. You can automate using either a third-party bid management solution or the automated bidding feature in Google Adwords. Either way, simply set your keywords and daily budget to increase based on the number of impression your keywords receive, or their conversion rate.

While the automated bidding option in Google Adwords is free, it’s regarded less transparent and you’ll be required to give up full control. On the otherhand, even though third -party bid management software is more robust, it comes with a price tag. Whichever you choose: Bid Management automation is an important part of PPC, and could be the difference between the success and failure of your online marketing campaign.