Automatic ads by Google
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If you actively use Google AdWords to manage your search engine advertising, you may have noticed the recent email in your inboxes regarding ‘Ad Suggestions’. This new setting could be either a blessing or a curse for your pay per click, so it’s certainly worth understanding what it is and how to manage it effectively before it launches on 29 April.
Through the account settings, Google will suggest ads based on your existing ones in an aim to improve performance. It all sounds great, but the catch is that the recommendations will be automatically enabled unless you manually reject it or opt out of the service entirely.
Research suggests that ad groups with 3 or more high-quality ads can get up to 5-15% more clicks or conversions than ad groups with only 1 ad, provided that the ads have been optimised.
The new ad suggestions service will utilise machine learning to optimise the suggested ads for you, taking relevant content from across your Google account to select keywords and targets.
This is where the blessing or a curse comes into play. Will a machine be able to successfully understand your marketing goals and create you an ad that will produce results?
PPC managed sensibly
Google’s new ad suggestions may prove to be effective, but putting your PPC into the hands of a machine could be risky – especially if you’ve spent a long time building up your results.
You can easily manage the ad suggestions through your AdWords account, and review the ads that Google are suggesting, to see whether they fit with what you are hoping to achieve.
If they fit the criteria there’s no harm in letting them run – as long as your budget allows – and monitoring if your results increase. Alternatively you can edit the ads or reject them as you see fit.
Managing your digital advertising is important to ensure you are appearing to the right people, at the right times. If you need a hand then get in touch, and we’ll see how we can help.