Top Google Ads Recommendations: What to Ignore, Evaluate, or Use

Google Ads Recommendations

Google Ads recommendations often spark debate among advertisers. Some suggestions can be helpful, while others may harm your campaign’s performance. Here’s a breakdown of the recommendations you should ignore, evaluate carefully, or always use to improve your ad campaigns.

Recommendations to Ignore

1. Optimize Your Budgets

Google frequently suggests increasing budgets, but their calculations often lead to higher costs with lower returns. For example, spending $46,200 more to gain $35,600 in value is a clear loss. Ignore these suggestions to protect your ROAS and CPA goals.

2. Add Broad Match Keywords

Broad match keywords can work in certain cases, but they’re not for everyone. If your campaign already uses exact or phrase match, blindly adding broad match can hurt performance. Evaluate your bid strategy and budget before considering this option.

3. Remove Redundant Keywords

At first, removing duplicate keywords seems logical. However, doing so can make Performance Max campaigns override your search campaigns, often leading to fewer conversions. It’s best to skip this recommendation to avoid performance drops.

Recommendations to Evaluate

1. Remove Conflicting Negative Keywords

Conflicting negative keywords can block your ads from appearing for certain searches. While fixing this issue is important, it doesn’t always mean removing the negative keyword. Sometimes pausing the conflicting keyword is a better solution.

2. Make Headlines and Descriptions More Unique

Unique headlines improve click-through and conversion rates. Google’s suggestion often points to having too many keyword-focused headlines and not enough calls-to-action (CTAs) or benefit-driven messages. Review your ads and adjust your headlines for variety and better relevance.

Recommendations to Use

1. Add Ad Extensions

Ad extensions like site links and callouts are extensions that improve your ads and increase visibility. When you see this recommendation, adding those missing extensions is usually worth doing. However, some call extensions come with eCommerce accounts.

2. Remove Disapprovals

Disapproved ads or extensions don’t show up, so it’s vital to fix them fast. Look at the problem, fix the issue, and resubmit them for approval.

While many of the Google Ads recommendations may sound like they’re created to pump up your spend, some will genuinely help. So, always review and evaluate recommendations and decide what is really going to benefit your campaigns.

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