Why You Shouldn't Use Auto-Apply Recommendations in Google Ads

By: Jyll Saskin Gales, Google Ads Coach

Have you ever been tempted to let Google Ads "take the wheel" with Auto-Apply Recommendations?

It sounds nice, right? Let Google's AI do the heavy lifting and optimize your campaigns... but is it really that simple?

If you've been following me for a while, you know my answer is a resounding "no." But let's dive into the "why" behind my warning.

What Are Recommendations in Google Ads?

First things first, let's clarify what we're talking about. Google Ads Recommendations are suggestions that pop up in your account, aiming to enhance your campaign performance. These can range from adding broad match keywords to tweaking your conversion tracking.

These recommendations aren't necessarily bad in and of themselves. In fact, some of them can be quite helpful, like adding image assets or ensuring your conversion tracking is accurate.

The Problem with Google Ads Recommendations

The issue lies in the fact that Google essentially dishes out the same recommendations to everyone. Sure, they're tailored to your account in the sense that Google won't suggest you add image assets if you already have them. But the pool of recommendations is limited, and some of them can be downright harmful to your campaigns.

Imagine waking up to find that Google has added 100 new keywords to your account, or created a brand new ad without your input. It's a potential recipe for disaster.

Don't Give Google Full Control with Auto-Apply Recommendations

I'm all for using the tools at our disposal, but we need to do so wisely. I strongly suggest reviewing Google Ads Recommendations manually rather than turning on the Auto-Apply function. This way, you can accept the ones that align with your business goals, and dismiss the ones that don't.

By taking a hands-on approach, you maintain control over your campaigns and avoid any nasty surprises.

Key Takeaways:

• Google Ads Recommendations can be a double-edged sword.
• Some recommendations are helpful, while others can harm your campaigns.
• Do not turn on Auto-Apply Recommendations; review recommendations manually to make informed decisions.
• Don't let Google take the reins completely – you're the expert on your business.