• 15 Apr 2021
  • 2 Min read

Google Ads rolls out auto-applied recommendations to boost campaign success

Google announced that they would be rolling out recommendations in Google Ads to help marketers and businessowners optimise their performance and easily take opportunities to improve campaign success with just the (one-time) click of a button.

The tech giant made the change after gaining feedback from account holders that reviewing and implementing changes to their Ads profile can be time-consuming.

In this blog post, I’ll be discussing the update and weighing up the pros and cons of auto-applying your update recommendations.

About the update

All businesses have different goals and varying needs, so it only makes sense that Google is providing 17 recommendation groups that you can opt into as you see fit. The recommendations vary from adding new keywords automatically, to bidding more efficiently in certain ways, and can be changed or opted out of whenever you want.

For example, under the option under the auto-apply settings for “Bidding and budgets”, you could select any (or all) of the following:

  • Bid more efficiently with Target CPA
  • Big more efficiently with Enhanced CPC
  • Bid more efficiently with Maximise conversions
  • Bid more efficiently with Target impression share
  • Big more efficiently with Maximise clicks
  • Bid more efficiently with Target ROAS

For more information, you can take a look at the type of recommendations that can be added in the Google Ads Help forum.

Once you’ve made your choices by clicking onto your selections and hitting the save button, you can then view how many times the recommendations have been applied in your history section. This is sure to be advantageous for identifying reasoning behind any drops or increases in your campaigns and for working out what you should continue with and what isn’t working specifically for you.

Although this upgraded feature won’t cost you any extra from your budget, there’s every chance it could alter existing bids and bid strategies, so you’ll need to closely monitor them.

What this will mean for marketers

There’s a possibility that you could save time and improve ad performance using these new features, but it’s important to stay vigilant when considering auto-applying recommendations. It’s important to be realistic about what you prioritise and to think logically about the areas your account actually needs help in, rather than rushing to make many changes which might have the opposite effect.

Should you want to try out the new recommendations feature, it will be a smart idea to schedule in a couple of staggered audits and keep on top of the changes in the history tab so that you can monitor how changes are impacting your budget and results.

Would you rather have a paid search expert deciding how to use your Google Ads budget? Book a free consultation with one of our PPC experts to learn how our paid search service could improve your ROI.

Jessica Freer

Head of Paid Search

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