Not long ago, Google announced that in addition to the new Insights page, advertisers would now be able to automatically apply the platform’s customized campaign performance recommendations with the click of a button. This is in an effort to help businesses move faster, save time, and be helpful to their consumers.
But truth be told, my initial post about these expanded recommendations was filled with frustration. You’ll notice I’m so irritated with the changes Google has made that I actually offer money to anyone who can figure out what they’re trying to do. (That offer still stands.)
But as with all jarring experiences, a little time and distance has helped me take a step back and reevaluate how these changes can impact a range of accounts.
So today, I plan to offer (a little) redemption on the auto-applied recommendations front.
As with all offerings in every advertising channel (not just Google), not everything is the right fit for all accounts. But there nearly always IS an account that something is good for.
With that said, I want to give a quick overview of the expanded list of auto-applied recommendations Google has rolled out and then give some direction on how you can make a call on whether they’re right for your account or not.
Back in 2018, Google announced it would be using auto-applied ads to help advertisers get more variants added to their accounts, and rolled out a new Opportunities tab right within the interface to give suggestions on how to get more out of your account.
If I’m being totally honest, I believe that the new auto-applied recommendations features stem from frustration that more users aren’t applying the suggestions in the now renamed Recommendations tab. This is just a guess, so who really knows.
Either way, if you’ve paid much attention to your Recommendations tab and you’re now reading this post, you’ll notice that many of the auto-apply options will look familiar.
Here is a screenshot of the different actions Google lets you opt into for this new feature:
Ok, now that you have the run-through of the options and how we got here, let’s talk pros and cons.
There are some good reasons for leveraging auto-applied suggestions in your accounts:
These are likely a little more clear, especially if you read the original post I shared in the intro.
Since there are both pros and cons to these features, it’s important that each advertiser makes their own determinations about what’s right for them. It’s a bit tough to give blanket advice to a group of people in this situation, so instead, I’ll give high level best practices for how to deal with this new feature:
Just like with all other features, these new auto-applied options from Google Ads are not inherently good or bad. Depending on your account goals and management style, they could be a great fit for you or they could be disastrous. Either way, I encourage you to review the areas of your account you can automate, determine if it’s right for you, then make sure you monitor any changes it makes closely. No automation is perfect, so human interaction is necessary.
Michelle is the Director of Client Services at Clix Marketing. She has eight years of experience in all aspects of PPC and brings a wealth of experience developing and executing campaigns across search, social, and display platforms in both agency and in-house settings. Her experience working with integrated, third-party SEM tools gives her an especially well-rounded and holistic view of the paid search landscape—one she shares regularly as an influencer, author, and industry speaker at events like SMX, HeroConf, and Pubcon.
See other posts by Michelle Morgan
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