Google Ads Recommendations: Which to Ignore, Evaluate, or Implement

Search Engine Ascend - Don't just optimise, ascend
Follow or Ignore The Truth About Google Ads Suggestions
Follow or Ignore The Truth About Google Ads Suggestions

Google Ads recommendations are a staple feature for advertisers aiming to improve their campaign performance. However, not all suggestions are equally beneficial. Some can enhance conversion rates, while others may increase costs or reduce control over campaigns. This article breaks down common Google Ads recommendations, identifying which to ignore, evaluate, or implement for optimal results.

Google Ads Recommendations You Should Always Ignore

1. Optimising Your Budgets

While Google’s automated bidding algorithms often perform well, their budget recommendations can be misleading. For example, increasing your weekly budget by £46,200 for an additional £35,600 in conversion value can result in unsustainable ROI. Many advertisers report higher cost per acquisition (CPA) without proportional revenue gains.

Most budget suggestions result in reduced return on ad spend (ROAS) or significantly increased CPAs. Budget recommendations proposing excessive increases without strong justification can often be ignored.

2. Adding Broad Match Keywords

Broad match keywords can be effective, but only in specific contexts. Adding them blindly, based on Google’s suggestions, often leads to decreased ROAS and wasted ad spend. If your campaigns rely heavily on exact and phrase match keywords with over 10% lost impression share due to budget constraints, broad match keywords may worsen performance.

Broad match effectiveness depends on your bidding strategy, campaign goals, and budget. Use broad match strategically rather than following automated recommendations.

3. Removing Redundant Keywords

Removing redundant keywords might seem like good housekeeping, but it can unintentionally shift control to Performance Max (PMax) campaigns, reducing overall conversions. Traditional search campaigns often yield higher conversion rates, and removing these “redundant” keywords can disrupt campaign performance.

Advertisers managing complex interventions or public health interventions often rely on these keywords for precise targeting. Removing them without considering the broader campaign impact can be detrimental.

Recommendations That Require Evaluation

Some Google Ads recommendations are context-dependent, offering valuable insights when reviewed carefully.

1. Removing Conflicting Negative Keywords

Conflicting negative keywords occur when a negative keyword blocks a desirable keyword from triggering an ad. Resolving these conflicts can improve campaign performance, but it doesn’t always mean removing the negative keyword—sometimes pausing the blocked keyword is more effective.

Regular audits of negative keyword lists, especially those older than five years, help maintain keyword health. Evaluate each conflict to determine its potential impact before taking action.

2. Making Headlines and Descriptions More Unique

Google often recommends diversifying ad copy to improve performance. While ad strength scores aren’t always accurate indicators, varied headlines and descriptions can increase click-through rates (CTR) and conversions.

This recommendation is particularly useful if ads lack compelling calls to action (CTAs) or unique selling propositions (USPs). Consider splitting ad groups with disparate keywords to improve relevance and engagement.

3. Adjusting Bidding Strategies

Google may suggest switching bidding strategies, such as moving from manual bidding to automated strategies like Target CPA or Maximise Conversions. While automated bidding can be effective, it requires thorough evaluation.

Consider your campaign goals, historical performance, and budget constraints. Automated strategies can lead to higher costs without proportional performance improvements. Test changes in controlled environments before broad implementation.

Recommendations You Should Always Implement

Certain Google Ads recommendations consistently deliver value and are generally safe to implement.

1. Adding Extensions to Your Ads

Ad extensions enhance visibility and provide additional information to potential customers. Common extensions include:

  • Sitelink Extensions: Direct users to specific landing pages.
  • Callout Extensions: Highlight key features or benefits.
  • Structured Snippets: Showcase product categories or services.
  • Location Extensions: Useful for businesses with physical locations.

Adding extensions improves CTR and ad quality scores. Most accounts benefit from comprehensive extension coverage, except in cases like adding call extensions to e-commerce-only sites.

2. Fixing Disapproved Ads or Extensions

Disapproved ads or extensions do not serve until corrected. Addressing disapprovals promptly ensures campaigns run smoothly and reach the intended audience.

Review the Disapprovals tab to identify issues such as policy violations or formatting errors. Make necessary adjustments and resubmit for approval. Regular monitoring helps maintain campaign compliance and effectiveness.

3. Addressing Missing Keywords or Ads

Google often flags missing keywords or underutilised ad groups. While not every suggestion requires immediate action, filling structural gaps can improve coverage and performance.

Ensure each ad group includes relevant keywords and at least two responsive search ads (RSAs) to expand reach. Regular audits identify opportunities to enhance keyword recommendations and improve overall campaign performance.

Best Practices for Managing Google Ads Recommendations

1. Using Table View for Better Insights

The default card view in Google Ads can obscure important details. Switching to table view offers a clearer overview of recommendations across campaigns, highlighting key metrics like missing ads, disapprovals, and underperforming ad groups.

Table view helps prioritise high-impact changes and identify areas needing attention. Regular reviews streamline account management and ensure critical issues are addressed promptly.

2. Focusing on the Repair Category

The “repair” section in Google Ads recommendations provides actionable insights. It highlights issues like disapproved ads, missing extensions, and conflicting negative keywords.

Regularly addressing repair recommendations maintains account health. While growth-oriented suggestions (e.g., budget increases) may vary in effectiveness, repair recommendations often yield immediate improvements.

3. Setting a Review Schedule

Google Ads recommendations are updated regularly. Establish a routine review schedule to ensure valuable insights are not missed. Monthly or bi-weekly audits help catch issues early and maintain optimal performance.

Create a checklist for each review session, covering areas like:

  • Disapproved ads and extensions
  • Conflicting negative keywords
  • Missing ad extensions
  • Underperforming ad groups

Consistent reviews support a proactive approach to account management.

The Bottom Line: A Balanced Approach

Google Ads recommendations can be both beneficial and misleading. Following every suggestion blindly may lead to wasted ad spend and reduced control over campaigns. Ignoring all recommendations, however, risks missing valuable opportunities.

Adopt a balanced approach:

  • Ignore: Budget recommendations, broad match suggestions, and redundant keyword removals that don’t align with your strategy.
  • Evaluate: Conflicting negative keywords, unique ad copy suggestions, and bidding strategy changes.
  • Implement: Ad extensions, disapproval fixes, and filling structural gaps in your account.

Critically assessing each recommendation optimises campaign performance and ROI. Regular audits, data-driven decisions, and strategic adjustments keep advertising efforts effective.

About Search Engine Ascend:

Search Engine Ascend is a leading authority in the SEO and digital marketing industry. Our mission is to offer comprehensive insights and practical solutions to help businesses improve their online presence. With a team of dedicated experts, we provide valuable resources and support to navigate the ever-evolving landscape of digital marketing effectively.

author avatar
Marketing