Google Ads recommendations can be a helpful tool, but they shouldn’t be taken at face value…
If you’re familiar with Google Ads campaigns, you’ve probably noticed those automated recommendations popping up in your account that promise to boost performance and improve your results. At first glance, they seem like a quick and easy way to optimise your ads.
But here’s the thing: not all recommendations may be right for you. In fact, some could end up costing you more money than they save.
At Pixal, we believe in a more strategic, thoughtful approach to managing Google Ads. While automated recommendations may be tempting, you know your own business better than any automated system, so always remember that not every suggestion Google comes up may prove to be optimal for you if adopted.
In this blog post, we’ll explain why you shouldn’t follow every Google Ads recommendation, but should make sure instead that Google is working for you (not the other way round).
The Google Ads Optimisation Score: A False Sense of Security
One of the most common ways Google encourages advertisers to act on recommendations is through its Optimisation Score. This score is a percentage that tells you how well your campaigns are performing and how much room there is for improvement based on Google’s algorithmic recommendations.
While the Optimisation Score might seem like a helpful metric, it’s important to remember that it’s not always accurate at an individual level. Google’s suggestions are generated by AI based on the data it collects from millions of campaigns. So while it’s great for a quick fix or rule of thumb, it doesn’t take into account your specific business needs, goals, or nuances.
Why Some Recommendations Need Taking With a Pinch of Salt
- Google’s push for budget increases
One of the most common – yet often least informed – recommendations you’ll encounter is the suggestion to increase your budget. Google may tell you that by upping your daily spend, you’ll drive more clicks or conversions. But while it’s true that more budget could lead to more traffic, it doesn’t mean it’s always the right move for your business.
The reality is that Google has a vested interest in you spending more – as a business, it’s how it makes money. But the truth is, more money doesn’t always equal better results. Without careful strategy, increasing your budget could lead to wasted spend on irrelevant clicks or under-performing ads.
- ‘Switching to Broad Match Keywords’ recommendations
Another recommendation you may see is the suggestion to switch from exact match or phrase match keywords to broad match. On the surface, broad match keywords sound good because they reach a larger audience, but they also come with huge risks.
Broad match keywords can trigger ads for search queries that are not relevant to your business. This could result in your ads being shown to people who are less likely to convert, leading to wasted clicks and higher costs. Google’s recommendation to use broad match is often more about casting a wider net (and increasing your spend) than delivering truly relevant traffic.
- Automated Bidding without strategy
Google might recommend switching to automated bidding strategies, such as Maximise Conversions or Target ROAS, implying this will save you time and boost performance. But while automated bidding can be effective in certain cases, it’s not a one-size-fits-all solution.
Without a clear strategy and proper account structure, automated bidding could lead to poor performance and overspending. Sometimes, manual bidding with clear goals and budget control can out-perform automated options. Google’s push for automation may sound efficient, but it may fail to take full account of your unique business needs and target metrics.
- Unnecessary ad extensions
Google also tends to recommend additional ad extensions that are meant to make your ads more eye-catching, like call extensions or sitelink extensions. But while extensions can be helpful, not all ad extensions are suitable for every business.
Adding irrelevant extensions may clutter up your ads or draw attention away from your main offer. For instance, a call extension may be great for a service-based business but less useful for an eCommerce store. Choosing the right extensions should depend on your goals, not just Google’s suggestion to ‘add more’.
Remember Google is a Business
It’s important to acknowledge that Google Ads is a business. Just like any company, it wants to maximise revenue – and one way to do that is by encouraging you to spend more money.
This means that not all recommendations are solely designed to benefit your campaign. In fact, many of them are aimed at increasing your ad spend, without providing the level of individual or granular insight which would determine whether or not this would lead to a better return for your business.
Of course, Google wants you to increase your budget, adopt broad match keywords, and use automated bidding to drive up ad spend, all while hoping this will optimise your campaigns. But you know your business better than any automated system, so you have to set what Google is telling you against your own insights, instincts and intel. Otherwise, if you followed every Google recommendation blindly, you could end up with higher costs and lower ROI.
Likewise, our clients trust us to interpret and sense-check Google’s suggestions, because we can draw on years of experience, plus all our knowledge of the background, strategy and goals related to your account. All things you can’t get from a cursory AI review by a broad-brush commercial tool.
How to Manage Google Ads Recommendations Effectively
So how can you get the most out of Google Ads without blindly following every automated suggestion? Here are our suggestions:
1. Always assess recommendations carefully
Before accepting any recommendation, ask yourself if it aligns with your business goals. Does increasing your budget actually help you hit your KPIs, or is it just a way for Google to get you to spend more? Does switching to broad match keywords make sense for your specific target audience?
2. Work with a PPC expert
Google Ads is complex, and sometimes its suggestions can be overwhelming. We can offer you expert advice on which recommendations to implement and which ones to ignore. We’ll help you create a tailored strategy that drives results without unnecessary spending.
3. Test before committing
If you’re unsure about a recommendation, don’t commit to it right away. Run a small-scale test to see how it impacts your campaign performance before fully implementing it.
4. Prioritise performance over optimisation scores
Optimisation scores are helpful, but they shouldn’t be your only metric for success. Focus on what drives your business forward – whether that’s a strong ROI, improved leads, or more sales – rather than just ticking boxes on Google’s optimisation score.
Talk to us
At Pixal, we can help you navigate the complexities of Google Ads with a customised approach that aligns with your specific goals. We’ll evaluate automated recommendations, implement the ones that make sense, and help you avoid costly mistakes. Contact us today