It’s a fight of AI against humans
Can you trust everything you see? Can you believe everything you hear? More importantly, can you blindly accept everything an AI program recommends? I do not think so.
We are here to talk about just that today. Google recommendations have been around for quite some time. We have had our account specialists give us the only recommendation “please implement what you see on Google recommendations tab”. The big question remains, can you just trust it blindly?
To talk further about these recommendations, we will have to first understand the methodology in the first place.
Note : You might not see any recommendations if your ads recently started running
How does Google’s ad recommendation work?
The recommendations tab on the account takes into consideration the account’s historical performance, campaign settings and the market benchmarks to generate a set of recommendations that “could” improve your ad account’s performance.
The recommendations are mainly divided into 10 broad categories.
- Ads and extensions
- Automated campaigns
- Bidding and budgets
- Keywords and targeting
- Ad suggestions
- Download the Google Ads mobile app
- Proposed changes
- Scoring paused campaigns
- Related links
We will not be going through these in detail in this article. If you are new to this topic, you can read more about it here – https://support.google.com/google-ads/answer/3416396
While some recommendations are a part of the hygiene checklist, most of the others are derived from your data, spending and conversion patterns.
For example : “Remove blocking negatives” is a hygiene recommendation while “Remove non-serving keywords” are based on the data flow into the system.