{"id":7169,"date":"2020-12-22T08:57:00","date_gmt":"2020-12-22T08:57:00","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=7169"},"modified":"2026-01-22T16:28:24","modified_gmt":"2026-01-22T16:28:24","slug":"google-shopping-ppc-automation-tools","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/google-shopping-ppc-automation-tools\/","title":{"rendered":"9 best Google Shopping PPC automation tools"},"content":{"rendered":"\n<p><strong>Update 2026: A fresh take on PPC automation<\/strong><\/p>\n\n\n\n<p>Since publishing this guide, the PPC landscape has evolved rapidly, with AI-driven ad platforms like <strong>Performance Max (PMax)<\/strong> reshaping how automation tools interact with Google Shopping. To help you navigate these changes, we\u2019ve released a <strong>brand-new Guide for 2026<\/strong>, featuring an updated comparison of the latest PPC software solutions. If you\u2019re looking for <strong>the most relevant tools for today&#8217;s AI-dominated ad environment<\/strong>, check out our latest guide: <strong>&#8220;<a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/google-ads-management-software-buyers-guide-2025\/\">The 8 Best PPC Management Software Tools \u2013 A Comparison<\/a>&#8220;<\/strong>\u200b. And if you&#8217;re looking specifically for <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/the-7-best-performance-max-optimization-tools-to-regain-control-in-2026\/\">PMax optimization tools, here&#8217;s our 2026 guide<\/a> on that.<\/p>\n\n\n\n<p>The original article below focuses on Standard Shopping campaigns and the PPC automation tools available at the time. While much has changed with the rise of Performance Max, these insights remain valuable for those still leveraging Standard Shopping. Here\u2019s the original blog post:<\/p>\n\n\n\n<p>If you are planning to promote and market your products on Google, you must make the most of pay-per-click (PPC) advertising. But managing PPC campaigns is time-consuming and expensive. The current rapidly developing and uncertain state of the economy makes it even more important to make the right choices and keep costs down.<\/p>\n\n\n\n<p>Market downturns present valuable opportunities to reassess processes and toolsets. The right PPC technology stack could help you consolidate operating costs and more effectively reach customers now. <\/p>\n\n\n\n<p>With that in mind, we have put together a guide on the best PPC automation tools for Google Shopping on the market today. But before we get started, there are a few points to keep in mind.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/google-shopping-ppc-automation-tools\/#how-to-think-about-automation-tools\" >How to think about automation tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/google-shopping-ppc-automation-tools\/#ppc-campaign-and-bid-management-solutions\" >PPC Campaign and Bid Management solutions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/google-shopping-ppc-automation-tools\/#feed-automation\" >Feed automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/google-shopping-ppc-automation-tools\/#choosing-the-best-ppc-automation-tool-for-you\" >Choosing the best PPC automation tool for you<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-think-about-automation-tools\"><span class=\"ez-toc-section\" id=\"how-to-think-about-automation-tools\"><\/span>How to think about automation tools<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There isn\u2019t a one-size-fits-all tool when it comes to automating your PPC campaigns. Some of the tools available, especially from the big players, are multi-functional, but there is always a trade-off between what one tool does well and another not so well. When it comes to Google Shopping, there are three main areas of automation:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Campaign management <em>(how you structure and interact with your campaigns). <\/em>&nbsp;<\/li>\n\n\n\n<li>Bid management <em>(how much you spend on ads and how often you win placements <\/em>\u2014<em> bidding is a critical subcategory within campaign management).<\/em><\/li>\n\n\n\n<li>Feed management<em> (how information about products is uploaded to Google Merchant Center and cross-referenced with your product catalogue).&nbsp;<\/em><\/li>\n<\/ol>\n\n\n\n<p>A big thing to think about is your interest in a one-stop-shop PPC automation solution vs building a best-of-breed stack using several tools.&nbsp;<\/p>\n\n\n\n<p>In this overview, we\u2019ve not included any Google-owned products as these are standard tools which you should already be using and which you can benchmark against. We\u2019re also not going to make this an exhaustive list, as there are more than enough products out there. Instead, we\u2019ll focus on which solutions we think are worth your attention (full transparency, we\u2019ve included our own Google Ads solution).<\/p>\n\n\n\n<p>As with anything that involves automation, it\u2019s important to remember that software does not guarantee success. When it comes to PPC analysis and strategy-making, it\u2019s always important to consider whether the tools come with the aid of PPC experts. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Technology opens the door to improvements \u2014 ultimately, people and processes determine the true impact on outcomes and your profitability.&nbsp;&nbsp;&nbsp;<\/p>\n<cite>Mark Haupt<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ppc-campaign-and-bid-management-solutions\"><span class=\"ez-toc-section\" id=\"ppc-campaign-and-bid-management-solutions\"><\/span>PPC Campaign and Bid Management solutions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>PPC campaign and bid management tools automate many time-consuming tasks and can provide insights that help agencies and marketers maximise the efficiency of their ad campaigns.&nbsp;<\/p>\n\n\n\n<p>PPC campaign software must now not only automate the creation of campaigns, it must also provide enhanced methods of segmentation and targeting within a campaign. The setup and onboarding process must be simple, and it should support customisation for automating the creation of pay-per-click campaigns.<\/p>\n\n\n\n<p>Google continues to add new, machine learning-based updates to its core products. Ultimately, Google provides more options and capabilities than any third-party ever really could do \u2014 meaning those same third-parties need to think outside the box to provide unique solutions. As far as bids are concerned, these tools must stay one step ahead of Google.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>But that doesn\u2019t mean Google is the right choice for every merchant. It\u2019s important to note that Google is a shareholder-owned company which <strong>provides both a platform and a solution which advertisers should view critically<\/strong>. If you want to remain competitive and independent, adding to that solution with outside options is critical.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s look at some of the leading lights in PPC campaign and bid tools \u2014 both large and small.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-adobe-advertising-cloud\">1. Adobe Advertising Cloud<\/h3>\n\n\n\n<p>Formed by the merger of Adobe Media Optimizer and video ad platform TubeMogul, this is an all-embracing <a href=\"https:\/\/www.adobe.com\/advertising\/adobe-advertising-cloud.html\" target=\"_blank\" rel=\"noreferrer noopener\">suite of products<\/a> for advertisers looking to nurture their audiences across off- and online media.<\/p>\n\n\n\n<p>Adobe has a strong reputation in bid management. Its portfolio optimisation approach is driven by predictive analytics and automated bid adjustments, updated on an hourly basis. Advertising Cloud also includes some sophisticated dynamic creative optimisation (DCO) technology that can adapt creative assets based on audience behaviour and intent.&nbsp;<\/p>\n\n\n\n<p>If you are looking for an end-to-end programmatic platform to manage everything from TV to digital video, across multiple device types and territories, Adobe Advertising Cloud is worth further investigation<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-adaplo\">2. Adaplo<\/h3>\n\n\n\n<p><a href=\"https:\/\/adaplo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adaplo<\/a> helps ecommerce advertisers to get more sales and revenue by automating Ad Campaign Management. Available for Magento and Shopify platforms, it can also prepare individual feed on request. Adaplo also supports Google Ads and Facebook campaigns. It creates a granular account structure with SKU-level targeting and bidding. Campaigns are automatically updated on feed changes. Predictive bidding lets you bid intelligently on each product.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-sales-amp-orders-nbsp\">3. Sales &amp; Orders&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesandorders.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sales &amp; Orders<\/a> are a company specialising in ad self-management. The platform features a suite of campaign creation, management, and optimisation tools. It includes a feed tool, a reporting dashboard, bid suggestions or keywords performance, among others. This is a good all-round tool.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-kenshoo\">4. Kenshoo<\/h3>\n\n\n\n<p><a href=\"https:\/\/kenshoo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kenshoo<\/a> is an online enterprise-level PPC bid management tool that also offers local solutions for small scale advertisers. It provides a variety of bidding types and solutions, such as portfolio, rules-based or model-based bidding. It also offers A\/B testing and advanced reporting.<\/p>\n\n\n\n<p>Kenshoo enables the management of product ads and product groups within the Kenshoo UI. It can track, optimise and report on shopping campaign performance. It\u2019s shopping-specific bid policy and tracking allow you to bid intelligently while incorporating Google Shopping into an overall marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-shopping-ad-automation-by-smec\">5. Shopping Ad Automation by smec<\/h3>\n\n\n\n<p>Well, we have to think our offering is one of the best\u2026<\/p>\n\n\n\n<p>A granular campaign structure is crucial in order to maximise ad spend efficiency on Google Shopping. Our <a href=\"https:\/\/smarter-ecommerce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shopping Ad Automation technology<\/a> builds a product-centric structure based on your specifications \u2014 with no effort needed.<\/p>\n\n\n\n<p>Our machine learning algorithm analyses the performance correlations between over 400 different signals such as paydays, correlations between brand and product performance, etc., to model your portfolio and predict what bid each item needs to meet your goals.<\/p>\n\n\n\n<p>A central goal of ours is to maximise your ability to align bidding strategies with business goals. Our software allows users to look at margin performance, return rates, and other first-party and third-party data via the open algorithm but also by allowing flexible campaign structures such as device and so called query split setups. By using the Query Sculpting feature, you gain more control over bidding strategies and transparency in the form of performance insights for each query type. This way, you\u2019re able to assess potentials that have not been explored yet.&nbsp;<\/p>\n\n\n\n<p>We also supply our customers with a SaaS \u2018plus\u2019 offering, providing customer success management and consulting, helping to make hard decisions when faced with market uncertainty, or simply better structure their campaign feed management.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-feed-automation\"><span class=\"ez-toc-section\" id=\"feed-automation\"><\/span>Feed automation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Data feed automation and optimisation is crucial for the success of Google Shopping campaigns. If you want multiple services from a single provider (data feed optimisation, bid management, where to buy, etc.), you are best off with an all-in-one-tool. To be honest, a <a href=\"https:\/\/magento.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Magento<\/a> or <a href=\"https:\/\/www.shopify.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shopify<\/a> plugin could likely provide all of the feed and campaign management options needed by a small to medium sized business.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Larger companies, however, can benefit from building \u2018best-of-breed\u2019 toolsets that deploy solutions specialised for specific tasks. This is particularly true when it comes to bid optimisation. Like always, your business goals and specific organisational structure make all the difference.&nbsp;<\/p>\n\n\n\n<p>It\u2019s also worth pointing out that most tools are \u2018local players\u2019 \u2014 they have good functionality and strong connections with the shopping channels in their home country. There are also a smaller number of large players that are integrated with thousands of shopping channels in the US and Europe. But you won&#8217;t find a tool that is optimised across the entire world.&nbsp;<\/p>\n\n\n\n<p>With that in mind, hare a few recommendations to look at for feed automation:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-heraldbee\">6. Heraldbee<\/h3>\n\n\n\n<p>Created with the goal to make people\u2019s life easier by automation of Google Shopping campaigns. The shop owner only needs a running online store to start using the App for creating Google Shopping campaigns. Google Ads and Google Merchant Center accounts are set up automatically by <a href=\"https:\/\/heraldbee.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Heraldbee<\/a> and connected with each other.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-channable\">7. Channable<\/h3>\n\n\n\n<p>Primary purpose of <a href=\"https:\/\/www.channable.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Channable<\/a> is to create better data feeds. A company launched in 2014 has developed an online tool which helps with completing and optimising the product feed. The feed can be then exported to different channels (including Google). Channable also offers the option to create ads or carry out analysis of the campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-8-channelpilot\">8. Channelpilot<\/h3>\n\n\n\n<p>A cloud-based multichannel solution for online shops, agencies and brands. With <a href=\"https:\/\/channelpilot.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Channelpilot<\/a>, products are automatically placed on thousands of online platforms globally. The wide-ranging possibilities for analysis and optimisation guarantee the best quality of product data. This, in turn, increases your turnover at a reduced cost.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-9-lengow\">9. Lengow<\/h3>\n\n\n\n<p>This SaaS solution allows online retailers to distribute, manage and increase the visibility of their product catalogue on all online channels (comparison shopping engines, marketplaces, affiliate platforms, sponsored links, retargeting, social media, etc.) worldwide.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.lengow.com\/features\/product-feed-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lengow<\/a> simplifies the import of your catalogue, no matter the format (CSV, XML, JSON, API). If you need to, you can \u201cclean up\u201d your feeds, format them and\/or merge them. You can also extract product information from one field to supplement others and thus format your feed according to channel requirements.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-choosing-the-best-ppc-automation-tool-for-you\"><span class=\"ez-toc-section\" id=\"choosing-the-best-ppc-automation-tool-for-you\"><\/span>Choosing the best PPC automation tool for you<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There\u2019s a lot to consider when shopping for the right PPC automation solution. Choosing your PPC automation tools will depend mostly on the size of the job in hand and the budget you\u2019re dealing with.&nbsp;<\/p>\n\n\n\n<p>The market you are in, and your current flexibility to act on long-term investments is another important variable. But even if you can\u2019t invest now, it\u2019s important to use this time to develop a plan to take action when you can.&nbsp;<\/p>\n\n\n\n<p>It doesn\u2019t matter how small or large your business is: the beauty of PPC software is that it\u2019s as granular and as scalable as you want it to be. But the bigger your operation, the more value automation will deliver simply because there are more tasks to automate. But in any context, automation frees time to look at the bigger picture and define your future digital marketing strategy.<\/p>\n\n\n\n<p>Remember, every campaign is unique. You may find some tools will work better for you than others. The key is to understand your requirements. Try and do the following:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Match tools with the size of your product portfolio&nbsp;<\/li>\n\n\n\n<li>Prioritise flexible engagement with your products&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Make sure your bidding processes can be optimised&nbsp;&nbsp;<\/li>\n\n\n\n<li>Ensure the tool really frees time for you to be strategic<\/li>\n\n\n\n<li>Ensure that the tool allows and helps you to reflect on the strategic work you do.<\/li>\n<\/ul>\n\n\n\n<p>And don\u2019t forget \u2014 your data is one of your most valuable assets. So treat it like that by being careful with whom you share it with. One advice I can give you in this regard is to continuously ask yourself questions such as this one: <a href=\"https:\/\/www.linkedin.com\/pulse\/would-googles-own-marketing-team-use-smart-shopping-campaigns-ryan\/\">&#8220;Would Google\u2019s own marketing team would use Smart Shopping campaigns?&nbsp;&#8220;<\/a><\/p>\n\n\n\n<p>From our perspective, data collection is actually the largest short-coming of the in-house tools Google offers sellers. However, if you want to learn more about <strong>The Impact of Google&#8217;s Automation on Advertisers<\/strong> listen to our podcast episode with Collin Slattery below &#8211; Colin, a veteran in the industry, brings his unique insights to the table, as we explore the diminishing transparency and control stemming from increasing automation.<\/p>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_yPHqlQQdxng\"><div id=\"lyte_yPHqlQQdxng\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FyPHqlQQdxng%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/yPHqlQQdxng\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FyPHqlQQdxng%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption><\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>Update 2026: A fresh take on PPC automation Since publishing this guide, the PPC landscape has evolved rapidly, with AI-driven ad platforms like Performance Max (PMax) reshaping how automation tools interact with Google Shopping. To help you navigate these changes, we\u2019ve released a brand-new Guide for 2026, featuring an updated &#8230;<\/p>\n","protected":false},"author":67,"featured_media":7859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[143,236,636],"class_list":["post-7169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","tag-google-shopping","tag-ppc-automation","tag-tool-comparison"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>PPC automation tools for Google Shopping<\/title>\n<meta name=\"description\" content=\"Managing PPC campaigns is time-consuming and expensive. 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