Google wants to make its services more valuable to business customers who use its advertising platform. And one of the ways the Califonia-based company hopes to achieve this is through its Ads Recommendations tool, a kind of AI-driven piece of software that can help companies improve their ad campaigns.
There’s a clear need for a product like this: many companies don’t have the in-house expertise that they need to create great campaigns. More often than not, small businesses end up wasting lots of money on Adwords, eating into their limited advertising budgets and leading to lost sales.
Google Ads recommendation tool, therefore, is a kind of automated specialist assistant that can correct changes based on the data it collects from campaigns. The overall goal is to increase performance for each pound of ad spend, helping business customers believe that they’re getting better value for money. The recommendations tool is a method of Google Ads Optimisation.
How Does Ads Recommendations Work?
In principle, the way that Recommendations works is simple. Google tracks your campaign history, evaluates it for trends, feeds the data into its smart algorithms, and then spits out a bunch of advice at the other end.
It can take some time for recommendations to appear. If you’ve only just recently launched an ad campaign, it’s unlikely that Google will have collected enough data to provide any recommendations of merit. If you don’t see anything the first time around, Google suggests that you check back later: their engine is continually searching for new optimisations, and the company itself regularly introduces new recommendation types.
What Will Ad Suggestions Look Like?
The basic idea behind ad suggestions is to increase CTR or click-through rate: the number of people who click your advertising links and funnel through to your site.
Google’s AI isn’t smart enough yet to generate new content specific to your business (though that will probably arrive at some point in the next decade). Instead, it takes your current advertising copy and mashes it up, hoping to achieve better results.
For instance, suppose you hand-wrote the headline “affordable clothing, shoes, and socks.” Google’s ads recommendations tool might decide that this isn’t optimal and change it to “Get cheap affordable clothing. Socks. Shoes.” As you can see, the actual meaning of the content didn’t change at all, just the order in which the words appeared, and the words used to convey that meaning.
Google found that its recommendations tool helped to increase CTR by around 10 per cent – a significant amount. Remember, though; you don’t have to accept Google’s recommendation if you don’t feel that they are relevant or make sense.
Google Won’t Autogenerate Ads For Some Industries
While e-commerce businesses and creative agencies will benefit enormously from recommendations, Google deliberately doesn’t use the system for sensitive or highly-regulated industries. At present, the tool will not make suggestions for firms in the medical, pharmaceutical, finance or rehab sectors, as it may inadvertently fall foul of advertising rules.
How Google Ads Recommendation Tool Can Help Your Ad Campaign
The Google ads recommendation tool can help your business’s ad campaign in several important ways. Let’s take a look.
Create Better Ads With Extensions
Extensions are add-ons to the basic advertising structure. A basic Google ad follows the same pattern: a headline, a URL to your site, and then a short description of what users can expect if they click through.
Extensions add to this basic format, provide more information, and generate more interest. Google’s ad recommendations tool can evaluate the performance of your extensions and suggest new ones. For instance, if you have a call extension, the recommendation engine can recommend changes that will encourage more people to get in touch with your via phone. The tool also makes suggestions to improve your structured snippets, for instance, when you include a short list of essential product details.
Help Your Ad Generate More Potent Impressions
Generating impressions is easy. But to be successful in the online advertising game you need to improve your keywords and targeting.
Google’s new tool helps you do precisely that. On the keyword side, the recommendations tool is capable of making several helpful suggestions. First, the tool can help you specify suitable keywords that determine when your ads show up in search results. Google does this by not only linking words to your campaign but also assessing customer intent: do they want to buy or not.
Google’s recommendations tool can also help you create new negative keywords: keywords that you explicitly don’t want resulting in ad impressions.
There’s also a tool that Google uses to get rid of redundant keywords in the same ad group. The tool will suggest that you remove unnecessary keywords to make managing your account easier.
As for targeting, there’s help there too. The ads recommendation tool helps you to specify your audience based on their buying habits and make suggestions about who you should target (for instance, people who have already visited your website).
The targeting engine also gives you options to make your advertising more “dynamic,” meaning that it changes the wording of the ad based on a range of parameters, like the device the user is using or the time of day.
Optimise Bidding Strategy Is Bids And Budgets
Google’s ad recommendation tools has a section called “Bids and Budgets.” In here, you can get suggestions for how to best manage your ad spend and keep your costs to a minimum.
The Bids and Budgets section aims to boost conversions. The better you can use your limited marketing pounds, the more people will come to your firm.
Google’s ads tool helps in several ways. First, it can make suggestions about how to allocate funds between campaigns, especially if one campaign often has a surplus, while another is always running on empty.
The recommendations engine can also suggest new bids based on the device being used. Recommendations may suggest that you spend more on users on PCs and notebooks, rather than mobiles. Perhaps they will convert more often or at a lower spend per customer.
Finally, it can offer assistance when updating ad spend, maintaining your campaign goals throughout.
The Google Ads recommendations tool is one of the major improvements since upgrading from the old interface. Not all the recommendations will improve your account, but many will. This tool helps you to monitor your account and ensure there are no anomalies. To learn more about Google Ads check out our blog posts, Google Ads Ultimate Tips, and Google Ads Guide – Go From Beginner to Expert