Google Ads recommendations have become an indispensable tool for advertisers using the SEA (Search Engine Advertising) platform. They promise to optimize campaign performance, reduce costs and improve the visibility of your ads. But how much can you trust them? As aexpert agency in SEA we've taken an in-depth look at Google Ads recommendations, their relevance and how to use them effectively without compromising your objectives.
Why does Google Ads offer recommendations?
Google Ads uses artificial intelligence and machine learning to analyze the performance of your campaigns. Based on these analyses, it offers recommendations for improving various aspects of your ads: increasing budget, adding new keywords, integrating ad extensions or adjusting bids. These suggestions are designed to align your strategy with Google's recommended "best practices".
But beware: these recommendations are also linked to a optimization scorea metric put forward by Google to measure the relevance of your actions. Every recommendation you make improves this score, sometimes giving the impression that it's a goal in itself.
So, are these recommendations really useful for your business, or are they simply a way for Google to maximize your advertising spend? To find out more, take a look at our Google Ads tips to optimize your SEA campaigns.
The Different Types of Google Ads Recommendations and Their Limits
Budget increase
What Google has to offer If your campaigns reach a daily budget ceiling, Google often suggests increasing this budget to keep your ads running throughout the day.
The risks A poorly controlled budget increase can rapidly escalate your expenses. For example, going from a budget of €50/day to €200/day without prior analysis can quadruple your costs without guaranteeing a commensurate return on investment.
Study to consult According to a study by WordStreamHowever, an increase in budget must be accompanied by rigorous monitoring to avoid unnecessary expenditure and optimize performance.
Board Analyze past performance and test a gradual increase in budget. Scaling up too quickly can deplete your budget without delivering quality conversions.
For a successful budget strategy, discover our Google Ads audit guide.
Add New Keywords
What Google has to offer : Google Ads regularly suggests relevant keywords to extend the reach of your ads.
The risks These suggestions often include keywords that are too broad or irrelevant. For example, a campaign for a computer maintenance service might receive suggestions such as "repair a smartphone" or "free software".
Study to consult An analysis of Search Engine Journal has shown that broad query keywords can sometimes increase traffic but decrease user relevance.
Board Review each suggestion and filter keywords according to their relevance to your target. Test them in an experimental campaign before integrating them on a massive scale.
If you'd like to improve the online presence of your products, take a look at our complete guide to Google Shopping.
Add ad extensions
What Google has to offer Extensions: Extensions such as backlinks, callouts or text snippets can improve the visibility and engagement of your ads.
The risks Not all extensions are suitable for all businesses. For example, a B2B company focused on online listings might not benefit from a direct call extension.
Study to consult According to a study by Clutchads using extensions see their click-through rate increase by an average of 10-15 %.
Board Use extensions according to your audience and objectives. Test the performance of each type of extension to evaluate their real usefulness.
Correcting Negative Keyword Conflicts
What Google has to offer Google Ads alerts you to negative keywords that block the distribution of active keywords.
The benefits This recommendation is often useful, as it identifies errors that can affect performance.
Study to consult Research conducted by Hanapin Marketing has shown that optimizing negative keywords can reduce advertising costs by up to 20 %.
Board : Always check suggestions manually before applying any changes, as some errors may be deliberately set to filter out irrelevant traffic.
Conclusion
Google Ads recommendations are a powerful tool, but they shouldn't be followed blindly. They offer a starting point for improving your campaigns, but their relevance depends on your advertising strategy and business objectives.
By approaching these suggestions with discernment, testing each modification and adapting the recommendations to your needs, you'll be able to optimize your performance effectively while keeping control of your budgets and conversions.
To go further in optimizing your campaigns, explore our complementary resources on Google Ads bidding strategies and learn how to refine your methods for better results.
Keep in mind: Google Ads is a tool, but your expertise and market knowledge are irreplaceable in guaranteeing lasting results.
