Should you use Ads auto-applied recommendations?

 

Cons of Google Ads auto-applied recommendations

These are likely a little more clear, especially if you read the original post I shared in the intro.

  • These focus on “best practices:” If you’ve run Google Ads for very long, you know that best practices aren’t always best. There are going to be times you don’t want phrase or broad match keywords running in your account. Maybe your lead generation strategy is sophisticated to where setting target CPAs isn’t going to make sense. For most accounts, many of these suggestions simply aren’t a good fit.
  • You have to regularly check the changes: Without monitoring, you can waste a lot of money on things that aren’t a good fit for you. By opting into these automated changes, you’re consenting to be reactionary to their impacts rather than approving things before they go live.

Related reading: Should You Use the New Google Ads Insights Page? [Pros and Cons]

 

Best practices for auto-applied recommendations

Since there are both pros and cons to buy telemarketing data  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:

  1. Review each option individually: Each option has its own set of implications. Just because you want to opt into one bidding automation doesn’t mean that all of them are right for you.
  2. Monitor changes closely at first: As soon as you turn on any feature in your account, be sure to check in very regularly, if not daily, to see what adjustments Google is making on your behalf. Don’t just set it and forget it or else you could log in a month later to realize you’ve been running campaigns that aren’t in your best interest.
  3. Adopt a long-term “trust but verify” approach: After you’ve kept a close eye on the initial changes these automations make, you can back off and give them a little breathing room. But just like all other automation options, that doesn’t mean you should leave them alone forever. Check back in every other day, every other week, or monthly to make sure the changes are still in your best interest. If nothing else, set a calendar reminder to check in every 30 days so you can easily undo any changes you don’t like right from the Change History tabJust 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.
 

 

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Michelle Morgan

Michelle is the Co-Founder of Paid Media Pros. She has twelve 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 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, as well as the Paid Media Pros YouTube channel.



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