Today Google Ads sent an email to many of our clients to turn on automatic recommendations.
Following the steps in the email, in just 2 mouse clicks, it will turn on 22 automated recommendations.
You don’t want this on your account.
In our view, these recommendations are more in Google’s best interest than yours.
With the settings, Google can automatically add new keywords and broad-match keywords you may not want. (i.e. Google is trying to push its unsold or lesser-sold keyword inventory.)
It can expand display and search targeting beyond what you have already targeted. (Again – Google is trying to push poorly performing placements you might not want.) In our client’s accounts, we have already tested expanded targeting and left the setting where we think it performs best for the client.
With recommendations on, it can change your bidding strategy – a huge change that should be carefully thought through and not left for automation.
In summary, Google Ads agencies work for you, not Google’s shareholders. We carefully target your prospective customers with the right targeting and messaging and data at hand. We only implement automation if it has a proven track record.
Please do not blow up the hard work of refined account management by implementing any of these recommendations without consulting your agency.