Now your accounts are set up, you can turn on automation and start saving time!
Ensure your campaigns are always following best practice and reduce the time you are having to spend on manual tasks with Squared.io's automation options.
Settings
Start with the settings automation. These automation's check your account every day and update the settings for any campaigns conflicting with best practice.
- Enable location of presence will ensure campaigns are always using the “presence” option rather than “interest”
- Optimized rotation will change any campaigns using the “do not optimise” setting to “optimise”.
- Disable Display Network and Search Partners will automatically opt Search campaigns out of the Display Network and Search Partner Networks.
Query management
Take back control of query matching with our query management automation options.
Delete duplicate keywords
Having duplicate keywords will result in your keywords competing for the same query. When you turn on this automation, we will determine which keyword is the 'duplicate' and remove it by traffic volumes.
N.B. We will only remove duplicate keywords which have matching targeting (demographics, location, language, device and audiences), match types and search terms.
Routing negatives
When queries you have live as an exact match keyword are picked up by a different keyword it can result in queries matching to a less relevant and poorer performing keyword. Ensure queries trigger the right keyword with the 'Routing negatives' automation.
When we see a query which you have live on exact match being triggered by a different keyword (broad, phrase or exact match close variant) or by a DSA campaign we apply a routing negative. This means you no longer have to manually manage cross-match negatives or worry about exact match misrouting - which has become a common issue after changes to exact match.
N.B. We will not apply routing negatives for exact match keywords with ‘low search volume’. And if you remove or pause a keyword which was applied as a negative as part of routing negatives, we will automatically remove the negative.
Negatives for paused exact match keywords
Pausing an exact match keyword does not always mean you won't appear against the query. You can ensure paused really does mean paused by switching on ‘Negatives for paused exact match keywords’.
When you pause an exact match keyword and we see you are still appearing on the query via a different keyword (broad, phrase or exact match close variant), DSA or Shopping campaign we will add the keyword as an exact match negative across your account.
We strongly recommend you review the ‘Paused queries’ report in Query score before turning on the automation. If there are any queries which you do want to appear on again, just re-activate these keywords in the relevant campaign and we'll remove the negative.
N.B. If you choose to re-activate the keyword in the future we will automatically remove the negative.
Account cleanup
Like you, we love keywords... However, more isn’t always better! Redundant keywords can make accounts cumbersome and difficult to manage. Turning on the account cleanup automation ensures keywords which have not recently delivered an impression and are not expected to deliver impressions are removed.
These automation options are very conservative. Empty ad groups must have no live or paused ads and/or keywords for at least 14 days before being removed.
Only ad groups (which are paused) and ads (which are in live ad groups) that have existed for at least 90 days and have no impressions for at least 13 months will be removed by the delete zero impression ad groups and ads options. This helps decrease account size and reduces the risk of old ad copies or ad groups being activated in error.
For keywords, Squared will only remove those which have been live for at least 90 days continuously, delivered no impressions in the last 90 days and have no search volume in the last 12 months according to the Google Keyword Planner.
What changes will Squared.io make?
All automation's have a penalty related to them so you can see what changes the system would make before you turn them on. For example, you can download the ‘duplicate keywords’ penalty in Optimisation score to see which keywords would be removed as part of the 'delete duplicate keywords' automation.
You can see the changes made by automation in your Google Ads change history - just filter for ‘Tool: Google Ads API’. You could also create a unique Google Ads account with a Squared email address (e.g. squaredchanges@example.com) and use that email address to authorise the application - this way you would be able to filter for changes made by this user.
