Google offers a Recommendations tab that suggests actions to boost your campaign’s performance. It may recommend adjusting bids, adding new keywords, or changing budgets. These suggestions are generated by Google's algorithms trying to improve your results without extra effort from you. When used smartly, they can make your ads more effective. But if ignored or applied without thinking, they can lead to wasted spend and lower returns.
Advantages and Drawbacks of Recommendations
Using recommendations wisely can help your campaign grow faster. For example, Google might suggest increasing your budget if your ads are performing well. On the flip side, blindly accepting all suggestions can backfire. Sometimes, recommendations are too generic or don’t fit your specific goals. An example: Google might suggest increasing bids on a keyword that’s already too expensive, lowering your overall ROI. Always remember, not every recommendation suits your campaign.
Analyzing Recommendations Before Applying
Why Not All Recommendations Fit Your Campaign
Google’s suggestions are based on algorithms that analyze broad data sets. They don’t know your exact business goals or target audience. That’s why some recommendations may seem helpful but actually don’t match your strategy. For instance, a suggestion to increase bids might sound tempting but could overspend on keywords that don’t convert well.
How to Assess if a Recommendation Is Relevant
Before clicking “Apply,” ask yourself these questions:
Does this align with my campaign goals?
Have I checked my historical data? Will this change help or worsen results?
Will this recommendation bring a clear benefit, or is it just a generic tip?
Take some time to respond to these questions. Think about your campaign’s current performance and future goals. Sometimes a small tweak can make a big difference.
Best Practices for Implementing Recommendations
Understand and Evaluate Each Suggestion
Start by reading each recommendation carefully. Look at your recent performance metrics. For example, if Google suggests adding a keyword, check if that keyword has been driving conversions before. Avoid blindly accepting all suggestions; instead, analyze how each fits into your overall plan.
Implement Recommendations Partially
It’s smart to try only some suggestions at a time. For example, you might increase bids on your best-performing keywords but ignore suggestions that don’t seem relevant. After applying changes, keep an eye on your data. If things improve, you can try more tweaks. If results worsen, revert to previous settings.
Steer Clear of Blind Application
One common mistake is applying all recommendations without understanding them. This can lead to higher costs and lower performance. We’ve seen clients who made all changes suggested overnight. After a few days, they asked why their campaigns had dropped. The answer: they didn’t analyze the suggestions beforehand.
Using Recommendations for Inspiration and New Ideas
Turning Suggestions into Strategies
Recommendations aren’t just for immediate changes; they also spark ideas. Use suggestions as starting points. For example, if Google suggests a new audience segment, consider testing it with a small budget. This way, you can discover new opportunities without risking too much.
Expert Tips for Smarter Experimentation
Industry pros advise always testing new ideas, not just accepting recommendations blindly. Combine suggestions with your own insights and market research. Over time, you’ll learn which suggestions give the best results for your business.
Practical Tips for Smarter Campaign Management
Regularly Check and Analyze Campaign Data
Set a routine to review your campaign metrics often. Watch for changes after applying recommendations. Look at key stats like click-through rate, conversion rate, and cost per conversion. This helps you spot problems early and adjust as needed.
Learn More About Campaign Optimization
Invest in learning about Google Ads tools and best practices. Many free resources and tutorials can improve your understanding. Certifications can also boost your skills and confidence in making smarter decisions.
Keep Control of Campaign Changes
Limit access to your account, set permissions, and use alerts. This prevents accidental or unnecessary changes. Conduct A/B tests to see if a recommendation truly improves your campaign performance before making it permanent.
Conclusion
Google’s recommendations are a powerful tool, but they are not a magic fix. Always analyze each suggestion and consider your unique goals. Use recommendations as a guide, not a rulebook. Think carefully, test selectively, and monitor results regularly. With this approach, you’ll make smarter decisions that lead to better campaign performance and higher ROI.
