Are your paid search campaigns truly making the most of your unique data? For SEM experts, running ads directly from data sets can turn your routine paid search strategies into precision-tailored campaigns that make your search targeting strategies better than ever.
Integrating both your paid search campaign strategies and your primary data sources into one automation-powered hub enables you to optimize and scale your search advertising efforts. You can:
- Automate the creation of hundreds (or thousands) of paid search campaigns that adapt to real-time conditions, events, or performance
- Use AI to generate hyper-targeted audiences for you to use across multiple publishers
- Sync ad copy, images, or product details from live inventory data sources directly into your search ads
To give you a sense of what’s possible, here are seven ways you can build, automate, and optimize your paid search campaigns directly from unique data sources.
1. Build dynamic search ads directly from inventory data
Data source: Inventory data (Excel/Google Sheets, or other inventory management software via API integration)
Drive better conversions by ensuring customers always see what products are available. Fluency can seamlessly connect your live inventory data with Google Ads. This means you can automatically build search ads that reflect real-time inventory changes, including your ad copy, keyword targets, and more.
2. Automate promotion ad extensions for specials, discounts, and more
Data source: Product feeds imported as CSV or XML
Make your ads more attractive and targeted by automatically highlighting seasonal offers, discounts, or promotions for specific products based on real-time inventory feeds. With minimal setup and automated updates, Fluency ensures your promotions stay current and impactful—all while improving user engagement and click-through rates.
3. Reengage warm leads with automated retargeting
Data source: Retargeting audience data linked via APIs or partner tools
Quickly and easily build personalized retargeting ads for specific audiences based on past website visitors or ad engagers. By fetching retargeting data through Google Ads, Fluency constantly updates and refines audience segments. (We can even upload your audience data directly to the partner if it’s hashed before sending to us.) This strategic use of automation helps you focus on audiences most likely to convert with minimal manual work, driving efficiency and results.
4. Automatically generate hyper-relevant keywords (and negative keywords) from inventory feeds
Data source: Product and category data synced from inventory feeds
Implement strategic keyword management by turning product names, features, and categories into keywords—and negative keywords—for your search campaigns. Automatically creating keyword lists based on your products, features, and categories can attract more targeted traffic to your ads.
The same goes for negative keywords: if you’re running a dynamic campaign for a new product model, you can negate any previous models from your keyword lists.
Plus, your keywords are updated dynamically as inventory changes, ensuring ads target relevant searches without time-consuming manual keyword updates.
5. Generate lookalike audiences directly from CRM data
Data source: Hashed CRM customer data
Use your CRM database to automatically build audiences that align with your current customers’ demographics and interests. Working directly with your CRM data allows you to automatically create lookalike audiences who are more likely to convert, helping you reach the right people at the right time and maximizing ROI.
6. Turn campaigns on/off automatically to match demand or live events
Data source: Campaign and product data accessed via ingested sheets or APIs
Never miss another peak promotional window. Fluency’s scheduling tools synchronize campaign activation with key dates, such as seasonal launches, flash sales, or event calendars synced via API. Scheduling ads to turn on and off based on specific events (including live weather conditions!) ensures your ads run when they’ll have the most impact and never go outdated.
7. Instantly optimize ads for better performance results
Data source: Campaign performance data accessed via APIs and Fluency dashboards
Automatically stay on top of optimizations across every search campaign, portfolio-wide. Fluency provides real-time analytics that help you make immediate adjustments to campaigns.
Integrating Fluency into Google Analytics enables our Muse AI to recommend bid, keyword, and ad copy changes as performance data flows in. Just hit “Accept” and your AI-recommended optimizations are automatically put into play.
How to automate your paid search campaigns: Fluency’s out-of-the-box data tools
If you want to automate your paid search campaigns effectively, you need two things:
- The ability to seamlessly integrate your data directly to advertising publishing platforms like Google Ads
- An automation engine that enables you to replicate your strategies at scale with minimal manual work
Seamless data integration and scalable automation are vital because they simplify the complex, time-consuming processes that get in the way of actually putting strategic PPC campaigns into action. By connecting your data sources directly to advertising platforms and automating repetitive tasks, you can focus on strategy and optimization rather than manual work.
What should you look for in a paid search automation tool? To give you an example of what you need to make the above strategies work, here are the default data formats and storage locations available within the Fluency ecosystem:
Data formats
- CSV
- YAML
- TSV
- JSON
- XML
Storage locations
- Fluency FTP site/server
- Your FTP site/server
- Google Drive
- Your website
- AWS S3 Bucket
- Dropbox
- Smartsheets
- Google Cloud Storage
Want to use a custom data source not listed here? We have built custom integrations for our customers based on the data sources they want to use in their ads or advertising strategies. Let’s chat!
Putting data at the center of your search strategy
Running PPC campaigns directly from your data sources opens up new opportunities for strategic and scalable paid search campaigns. But you also give your teams back valuable working hours to strategize and plan the “next big thing” because you’re not held back by manually executing it.
With data at the forefront of your strategy and automation scaling the heavy lifting, even the most hyper-localized strategies can be pulled off with far less work. In short, you open the door to smarter decisions, improved efficiency, and better performance results (just ask some of our clients).
Want to see other ideas for how you can put data and automation to work for your paid search strategies? Check out our other articles, including the benefits of key PPC automation tools and advanced PPC budget management strategies for ad agencies.
