Search Advertising assessment study guide

Improve your account with recommendations

Recommendations is an entire section of your Google Ads account dedicated to helping you improve your campaigns. Recommendations can introduce you to new, relevant features, help you get more out of your budget by improving your bids, keywords and ads and can work to increase the overall performance and efficiency of your campaigns. 
This article gives you an overview of the recommendations that you may see and gives you guidance on how to understand and apply recommendations. 

Before you begin

The recommendations that you can see are customised to be relevant and helpful to you. That means that you won't see every kind of recommendation, and sometimes you might not see any. If you don’t see recommendations for your account, make sure that you check back again soon – Google Ads regularly discovers recommendations for you, and regularly launches new recommendation types.

Recommendations for Google Ads manager accounts

In the new Google Ads experience, it's easier to use recommendations to help improve the accounts that you manage. Now, instead of signing in to each individual account that you manage, just sign in to your manager account, go to the Recommendations page and see the available recommendations across your managed accounts. 

Available recommendations

Ads and extensions

"Ads and extensions" recommendations help you refine your ads, create new ads, show your best ads most often and organise your ads into better ad groups. Extensions recommendation types, in particular, help maximise the performance of your ads and can improve your ads’ click-through rates. You might see these recommendations:

  • Add ad suggestions: Try new versions of your ads and let the best ones show. 
  • Add call extensions to your ads: Make your ads more prominent and improve your CTR.
  • Add callouts to your ads: Make your ads more prominent and improve your CTR. 
  • Add price extensions to your ads: Make your ads more prominent and improve your CTR. 
  • Add responsive search ads: Show more relevant ads to potential customers by creating responsive search ads.
  • Add seller ratings extensions to your ads: Make your ads more prominent and improve your CTR. 
  • Add sitelink extensions to your ads: Make your ads more prominent and improve your CTR. 
  • Add structured snippet extensions to your ads: Make your ads more prominent and improve your CTR. 
  • Create new, more relevant ads: Make your ads more relevant by including your keywords in your ad text. 
  • Create new versions of your ads: Try new versions of your ads and let the best ones show. 
  • Test new ad text for repeatedly used phrases: Improve your ad performance by testing new ad text for phrases used repeatedly in your text ads.
  • Use optimised ad rotation: Automatically show your best ads at auction time. 

Bids and budgets

"Bids and budgets" recommendations can help you find the right bid strategy to meet your business goals, and help ensure your campaigns are not limited by budget. You might see these recommendations:

  • Bid more efficiently with Enhanced CPC: Automatically optimise your bids at auction time for searches more likely to lead to conversions.
  • Bid more efficiently with Maximise clicks: Get more clicks at a similar cost with a fully automated bid strategy.
  • Bid more efficiently with Maximise conversions: Get more conversions at a similar cost with a fully automated bid strategy.
  • Bid more efficiently with Target CPA: Get more conversions at a lower or similar CPA with a fully automated bid strategy.
  • Bid more efficiently with Target impression share: Optimise for your ads' visibility with a fully automated bid strategy.
  • Bid more efficiently with Target ROAS: Get more conversion value at a similar ROAS with a fully automated bid strategy.
  • Change your device bid adjustments: Optimise your spend on specific devices and increase your return on investment.
  • Fix low-traffic ad groups: Fix ad groups that rarely show because your bids are too low. Estimated first page bids can help.
  • Lower your bids: Lower your bids to get more clicks for the same or lower cost. 
  • Move unused budgets: Your ads stopped running on your busiest days. Get more traffic by moving unused budget to the ads that need it most.
  • Raise your bids while staying within your budget: Show your videos more often without increasing your budget. 
  • Raise your budgets: Keep your ads running on your busiest days by fixing your limited budget. 
  • Raise your budgets for upcoming traffic increases: Your ads may stop running on your busiest days due to an expected future increase in traffic. Raise your budget now to avoid missing out on potential customers.
  • Set audience bid adjustments: Optimise your audience bid adjustments based on how well they're converting. 
  • Set up conversion tracking: See which of your clicks turn into customers and access features such as automated bidding.
  • Switch to Smart Shopping campaigns: Get more conversion value at a similar cost with Smart Shopping campaigns.
  • Upgrade your conversion tracking with data-driven attribution: Give credit for conversions across multiple ad interactions with data-driven attribution.
  • Use standard delivery: Optimise your limited budget and get a better ROI.

Keywords and targeting

"Keywords and targeting" recommendations can help you reach more people who are interested in what you offer. You might see these recommendations:

  • Add audiences: Get more insightful reporting at no extra cost. 
  • Add negative keywords: Reduce wasted spend by not showing on searches that are irrelevant to your business. 
  • Add new keywords: Show your ads more often to people searching for what your business offers.
  • Add phrase or broad match versions of your keywords: Show your ads on more searches relevant to your business. 
  • Add trending search terms as keywords: Show your ads on trending searches relevant to your business.
  • Create a Smart display campaign: Get more conversions at a similar CPA with a Smart display campaign.
  • Create Dynamic Search Ads: Show your ads on searches relevant to your business that you may be missing with your keyword-based campaigns.
  • Expand your reach with Google search partners: Reach additional customers at a lower CPC on YouTube and partner sites. 
  • Pause poorly performing keywords: Reduce wasted spend on keywords that perform poorly. 
  • Remove conflicting negative keywords: People didn't see your ads because of conflicting negative keywords. Remove them so your ads can show.
  • Remove non-serving keywords: Make your account easier to manage by removing non-serving keywords. 
  • Remove redundant keywords: Make your account easier to manage by removing redundant keywords. 
  • Set up audience sources: Access remarketing features to increase your ROI by showing more impactful and personalised ads. 
  • Upload customer lists: Access remarketing features to increase your ROI by showing more impactful and personalised ads. 

Repairs

"Repairs" recommendations help you fix issues with your account and improve the overall health and performance of your account. You might see these recommendations:

  • Add ads to each ad group: Get your ads running by adding ads to each ad group. 
  • Add items to your feed: You have campaigns that can't serve dynamic ads. Fix this by adding items to your feed.
  • Add a feed to your campaign: Show personalised ads by adding a feed to your campaign.
  • Add keywords to each ad group: Get your ads running by adding keywords to each ad group. 
  • Fix certification issues: Your ads are not running because of certification issues. Apply for certification to show your ads.
  • Fix disapproved items in your feed: You can't serve dynamic ads using content from disapproved items in your feed. Fix the disapproved items to show more content.
  • Fix your ad destinations: Your ads were disapproved because of destination issues. Fix your ad destinations to show your ads.
  • Fix your ad text: Your ads were disapproved because of editorial issues. Fix your ad text to show your ads.
  • Fix your audience source with a drop in a required parameter: Your campaigns can't tailor dynamic ads based on user activity when your audience source doesn't send the required parameter. Make sure that the required parameter is being sent correctly.
  • Fix your audience source with a drop in activity: Make sure you aren't missing users on remarketing lists used by your campaigns. Fix the audience source so that users are added to your lists correctly.
  • Fix your audience source with no activity: Make sure you aren't missing users on remarketing lists used by your campaigns. Fix the audience source so that users are added to your lists correctly.
  • Fix your audience source that's not sending a required parameter: Your campaigns can't tailor dynamic ads based on user activity when your audience source doesn't send the required parameter. Make sure that the required parameter is being sent correctly.
  • Fix your audience source that's sending a required parameter that doesn't match your feed: Your campaigns can't tailor dynamic ads based on user activity when the required parameter doesn't match your feed. Make sure that the audience source is sending the required parameter correctly and your feed has the right items.
  • Fix your conversion tracking tag: Make sure that you don’t miss any conversions by fixing your conversion tracking tag.
  • Fix your conversion action with a conversion rate drop: Make sure you don’t miss any conversions. Fix your conversion tracking.
  • Improve your mobile site: Avoid losing customers on mobile devices by improving your mobile site. 
  • Review the drop in items from your feed: Your dynamic ads can’t show content from items that were recently removed from your feed. Review your feed and add any missing items.

Ad suggestions

Ad suggestions are variations of your existing ads that may boost the performance of your Search Network campaigns. Ad suggestions initially surface in your account on the Recommendations page for you to review and you can choose to apply or dismiss them. Note: Ad suggestions marked as "auto-apply" will start serving after 14 days if no action is taken. Learn more about ad suggestions

Working with recommendations

Apply a recommendation

To apply a recommendation, click View on the recommendation that you want to use, then click Apply. To apply all recommendations of a specific type, click Apply all in the recommendation card. New keywords may need to await review and approval before they're eligible to trigger your ad.

If you apply a recommendation in error, you can undo it in your account's Change history page. 

Track performance

Wait some time before evaluating how your applied recommendations have affected your account’s performance. Bear in mind that an applied recommendation could have a positive impact on your performance, even if performance metrics worsen because of other changes that you’ve made, seasonality and other factors. All of the changes that you’ve made by applying recommendations will appear in your account's Change History page. 

Dismiss recommendations

You know your products and goals best. If a recommendation doesn't seem relevant to your ad campaign or appropriate for your advertising goals, you can dismiss a single suggestion within a recommendation by hovering over the top right-hand corner of a suggestion, then clicking the “X”. You can also dismiss an entire recommendation by clicking the 3 dot icon in the recommendation card, then selecting Dismiss all

Why you might not see recommendations

Recommendations won't always be available for every campaign at all times. There are a few common reasons why you might not see recommendations.

If you don’t see recommendations in your account, make sure that you check again soon – Google Ads regularly discovers recommendations for you and also launches new recommendation types.

Related link

Was this article helpful?
How can we improve it?