Some recommendations are highly effective, while others can seriously harm your campaign performance. This article will help you be a smart advertiser, categorizing Google Ads recommendations into three clear groups: ignore, evaluate and use.

Recommendations You Should Consider Carefully

These are high-risk recommendations that often do not take into account your specific business context. Applying them blindly can lead to "burning" advertising money.

Optimizing Your Budget

Why consider it?

• Lack of precision: Google may be good at algorithms, but their budget recommendations are often unrealistic. For example, a proposal to increase weekly budgets in exchange for more conversions may look appealing, but often results in a significant decrease in ROAS (Return on Ad Spend) or a 2-10x increase in CPA (Cost per Acquisition).
• No Profit Consideration: This proposal does not care about your profits, but is focused on consuming your budget and driving more conversions, regardless of the cost.

Remember, ad budgets should be decided based on business and profit goals, not an automated recommendation.

Add Broad Match Keywords

Why Consider remind?

• Risk of wasting budget: Broad Match is a powerful tool, but it is also risky. Adding broad match without carefully evaluating your account can cause your ads to show for irrelevant queries, increasing your costs and decreasing your performance.
• Not always appropriate: Broad match should only be used when you have good control over your other match types, and your bidding strategy is optimized to handle this keyword type.

If you are experiencing a high Impression Share due to a large budget, adding broad match can make the situation worse. Decide on broad match based on actual performance and budget, not an automated recommendation.

Remove Duplicate Keywords

Why consider it?

• Unwanted Performance Max (PMax) priority: At first glance, removing duplicate keywords may seem reasonable. However, doing so may cause Google to automatically prioritize your campaigns Performance Max over your Search Campaigns.
• Reduce conversions: Search campaigns typically deliver higher conversion rates than PMax. Therefore, implementing this recommendation may reduce the total number of conversions you receive, harming your overall account performance.

Recommendations You Should Apply For Ads

These are recommendations that provide insight and force you to examine your account more closely. They're not always accurate, but it's worth your time to analyze.

Remove Conflicting Negative Keywords

Why evaluate?

• Helps detect errors: Keyword conflicts occur when one of your negative keywords accidentally blocks a target keyword from showing. This is a common mistake and is always worth fixing.
• Fixing the mistake isn't as simple as deleting it: You'll need to do some analysis to decide whether to delete the negative keyword or pause the primary keyword, depending on your campaign goals.

While Google may not be completely accurate, this suggestion is a useful warning. Checking for and resolving these conflicts will help you ensure your ads are always showing correctly for important keywords.

Make Your Titles and Descriptions More Unique

Why Evaluate?

• Improve Ad Strength: While the "Ad Strength" metric may not be the be-all end-all, this recommendation often indicates that your ads lack diversity.
• Increase CTR and Conversion Rate: This recommendation often indicates that you have too many keyword-relevant titles and are missing important elements like:
• Strong calls to action (CTAs).
• Outstanding unique selling points (USPs).
• Clear benefit statements.

When you see this suggestion, reconsider your ad headlines. If you have too many different keywords in an ad group, consider splitting the group so that each ad group focuses on a single theme, making the headlines more relevant and increasing effectiveness.

Suggestions You Should Use

These are simple suggestions, often related to missing elements, and are almost always beneficial when applied.

• Add ad extensions: Extensions help your ad stand out, take up more space on the search page, and provide more information to users, thereby improving CTR and quality.
• Add keywords new: This suggestion is often based on actual search data collected by Google, helping you discover potential keywords that could bring in more traffic and conversions.
• Pause high-cost keywords that don't convert: This is a very useful suggestion, helping you eliminate keywords that are wasting your budget and focus on more effective keywords.

GTG CRM: Optimize Google Ads Suggestions, Grow Real Sales

GTG CRM's AI doesn't make "generic" suggestions. Instead, it provides real data that helps you make the best decisions, focusing on the bottom line.

Analyze Proposal Performance Based on Business Data

Instead of relying on Google's estimates, GTG CRM helps you:

• Track actual ROI (Return on Investment): You can see how many leads and how many sales a proposal to increase budget or add new keywords has brought in.
• Evaluate keyword performance: GTG CRM helps you know exactly which keywords are bringing in quality customers, so you can be more confident when deciding to add or remove a keyword .

Support Instant Optimization Decision Making

GTG CRM provides visual reports that help you quickly, detect wasteful keywords, identify keywords that are costing a lot of budget but not generating revenue. >

With GTG CRM, you no longer have to guess. Every optimization decision is based on real business data, helping you focus on what really drives results and turn advertising into a sustainable growth engine for your business.

Conclusion

Google Ads recommendations are a double-edged sword. They can save you time and optimize your account, but they can also cause unforeseen losses.

Google is a powerful tool, but you are the one in control of your campaign. By understanding the nature of each offer type and using a tool like GTG CRM to track actual performance, you'll be able to make smart decisions, optimize performance, and ensure every dollar of ad spend is getting the most effective return.