Google Ads is among the most effective and complicated platforms in the world. With a complex PPC platform, how can you be sure you’re getting the best bang for your buck?
Something not often addressed is Google Ads’ dual aim of generating revenue for advertisers and for itself – and not necessarily in that order. I always remind clients about Google’s single stated source of revenue, which is to “sell ads, nothing more.”
This article tackles a few less-obvious areas in the Google Ads platform driving higher spend without providing a clear return for advertisers. These settings changes are quick and simple and will ultimately boost your campaign performance and increase the spread of your budgets.
1. Turn off or heavily vet auto-applied suggestions
If you’ve spent time on the Google Ads platform over the last few years, you are likely familiar with campaign optimization scores and recommendations.
Many don’t know that upon account creation, Google automatically implements an auto-apply feature for a handful of its campaign recommendations. If this feature is left engaged, Google will auto-apply these recommendations every 14 days.
For the inexperienced ads operator, this sounds like a dream! Google’s artificial intelligence and machine learning technology will work on your behalf. But proceed with caution!
Google breaks down its auto-apply options into two categories:
- “Maintain your ads.”
- “Grow your business.”
As described by the platform, auto-applied suggestions will...
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