Google Ads introduces new recommendation features

Whether you have just started using Google Ads or have been using them for a long time, you may have noticed the recommendations feature. This feature allows you to see real time recommendations from Google to help you optimise your campaign.

With the roll out of these new features, we are taking a critical look at how these changes could affect your campaign.

Google Ads Recommendations 

For the uninitiated, Google Ads recommendations are suggestions Google makes so you can reach as many people as possible. These upturns are noted, with campaigns that boosted their optimisation score by 10 seeing a median increase of 14% in their conversions.

Whilst not all recommendations will suit your campaign, they offer a great tool for reflection upon the choices you have made with your campaign and whether it could be improved.

However, they are not always accurate. Some of the actionable recommendations may actually hinder your campaign depending on your goals.

Maximising performance across Discovery campaigns

The first major update is the addition of recommendations and optimisation scores to Discovery campaigns. Prior to this only Display, Search, Shopping, and Video campaigns had optimisation scores available.

Now you can use the optimisation score to prioritise recommendations in tandem with their importance to optimising your Discovery campaign. With the same scoring system of between 0% to 100% optimised, you can actively track whether the changes you’ve made have equated to increased optimisation for your campaign. 

The recommendations for a discovery campaign include basic ones like fixing assets that have been disapproved. They also include ones that require a level of Google Ads knowledge, including getting more conversions and using optimised targeting for more conversions at a similar campaign cost.

Actioning these changes however should not be a decision taken lightly and as such, before you make any massive changes you should check how they would affect your account. Whilst Google does offer an optimised score, this may include negative keywords like competitors' brands and keywords that block traffic to your site.

With features like the experiments page, you can view how changes will affect your campaign in a safer way but even then this takes a financial and time investment. 

Automatic application of recommendations

Another feature added in regards to Google Ads recommendations is the automatic applying of recommendations based on their rank. This has been included to increase efficiency in growth across multiple Google Ads campaigns.

There are a total of 22 separate recommendation categories that can be chosen from, allowing the user to remove recommendations that do not fit their campaign. If you action for automatic application, they will be applied straight away once Google makes a recommendation on the improvement of your campaign. 

However, actioning these automatic recommendations may also hinder your account rapidly. We’d suggest that you’d only enable these recommendations if you are keeping a close eye on your account. Whilst basic hygiene changes and reporting adds a watchful eye over your campaigns, some of the recommendations may not help your account.

This is where the human element comes into play, whilst the algorithm of Google may provide recommendations suited for most businesses it may not be best for your business. Henceforth, even if you do action one of the 22 new optimisation recommendations, you should still spend plenty of time examining the effects. 

Video campaign recommendations

A further addition to the recommendations feature is more recommendations for Video ad campaigns. You can now set up recommendations for your product feeds, this means you should get more clicks and conversions at a lower CPA (cost per action).

You can also set up Google Analytics 4 for videos. This program has been running on other ads since mid 2021 and provides more in depth insights on customers and how they view ads across platforms.

Finally, Google has also updated their conversion tracking meaning that the new recommendations will have better information to be based on. This should result in a more accurate measurement of the conversion rate your ad has achieved. 

If this rundown of Google Ads new features has left you feeling confused or out of your depth, do not let that stop you from achieving your Google Ads goals.

At RankingCo we understand the difficulties that come from running a Google Ads campaign as a business without a dedicated marketing team. That’s why we offer digital marketing to companies looking to optimise their Google Ads.

If you are interested in taking your digital marketing to the next level call us on 1300 247 045 or email our team at contact@rankingco.com.