About ad suggestions for Smart campaigns

This article applies to ad suggestions for Smart campaigns. Learn more about ad suggestions for Search Network campaigns

Ad suggestions are variations of your existing text ads that may boost performance of your Smart campaigns.

Research has shown that ad groups with three or more high-quality ads can get up to 5% to 15% more clicks or conversions than ad groups with only one ad. The more ads you provide, the more options you’ll have to show the ideal message to each customer. 

Potential benefits

  • Save time in creating variations of your existing ads
  • Free optimization of ad copy

How ad suggestions work

Ad suggestions are surfaced in your account dashboard for you to review, where you can choose to apply, edit, or dismiss them. Ad suggestions marked as auto-apply will start serving after seven days if no action is taken. 

Ad suggestions that auto-apply will appear on your dashboard with the tag “Auto applied ad suggestion,” and Google will also notify you in various ways that these ads have been created. You have control over whether to apply, dismiss, pause, or edit them.

Eligibility

If you have ads running in English, you may automatically see ad suggestions on your account dashboard. Since ad suggestions are only offered to ad groups in which there is potential for performance improvement, you probably won’t see changes in the vast majority of accounts or ad groups – you may only see a few ad suggestions per account.

Notifications

When new ad suggestions are set to auto apply, you’ll be notified in the following ways:

  • An email with a link to review ad suggestions. Update your email alerts
  • In your Google Ads account, an alert will appear near the Notification icon Notifications, letting you know that ad suggestions will soon auto-apply.
  • When you click on the Notification icon Notifications, it will state the day when ad suggestions are set to auto-apply and will invite you to review the ad suggestions.
  • Your dashboard also indicates when ad suggestions will auto-apply, and invites you to apply or dismiss them.
  • Any ad suggestion that becomes auto-applied after seven days will be labeled as an “Auto-applied ad suggestion” on your dashboard.

Control

  • From your dashboard, you can apply, dismiss, or edit individual ad suggestions.
  • Once ad suggestions are applied, you can edit, remove, or pause them – just like regular ads.
  • You can control ad suggestion settings through your account settings.

Note: If you dismiss ad suggestions, you may still receive future ad suggestions.

Policy exceptions

If any of your ads in the ad group have limited approval, or have been disapproved, ad suggestions will not be created for that ad group. This may include ads that fall under categories like gambling, alcohol, pharmaceutical, and payday loans. Learn more about limited approval ads

Note: Ad groups that have limited approval due to trademarks are eligible to receive ad suggestions. Once ad suggestions are applied, the ads will go through the usual trademark checks.

How ad suggestions are produced

To help improve performance, a combination of human review and machine learning is used to create high-quality ad suggestions. Relevant content from your account used to create ad suggestions include your existing ads, extensions, and landing pages. Google also uses additional signals such as keywords and targeting in order to optimize your ad copy.

Instructions

Edit ad suggestions

Here’s how to edit ad suggestions before they’re applied:

  1. If you see a “Suggested ads” card, click See all suggested ads at the bottom left of the card.
  2. Click Edit next to the suggestion you wish to edit. 
  3. Update your ad as desired, then click Add to campaign to apply your changes and run the ad.

Once a suggested ad has been applied, you can edit it as you would any other ad. Learn how to edit your Smart campaign 

Opt out of automatically applying ad suggestions

Here’s how to opt out of automatically applying ad suggestions:

  1. Click the tool icon  in the upper right corner of your account.
  2. Click Account preferences at the top of the page.
  3. Click the drop-down arrow next to “Ad suggestions.”
  4. Choose You review and apply suggested ads to your campaign.
  5. Click Save

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