Why Marketers Should Exercise Caution with Google’s Recommendations

As a performance marketing consultant deeply involved in optimizing Google Ads for clients, I frequently encounter Google’s automated recommendations. While these suggestions aim to enhance account optimization and boost return on investment (ROI), it’s crucial for marketers to recognize that not all recommendations align with their best interests. Drawing from my experiences, some learned the hard way, here’s guidance on when to heed and when to dismiss Google’s advice.

Broadening Keywords to Broad Match:

Google often suggests upgrading existing keywords to broad match, allowing variations in search terms. While this can be beneficial in certain scenarios, caution is advised. For targeting specific terms or keywords with diverse contexts, exact match may prove more effective. Distinguishing between different intents behind a common term is crucial.

Budget Increase Recommendations:

Google may recommend raising your budget, a valid idea if funds permit. However, it’s essential to weigh other budget management strategies, such as lowering the cost per customer. Financial position, goals, and strategic decision-making should guide budget adjustments rather than solely relying on this recommendation.

Google Search Partners:

Extending reach through non-Google websites as search partners may seem tempting, but it introduces a significant challenge—less control over traffic. The risk of spammers using robots to click on ads and generate worthless leads is a genuine concern. A cautious approach is recommended until Google addresses this issue.

Display Expansion:

Display ads, appearing on content-browsing pages, enhance brand visibility but may yield less targeted and conversion-friendly traffic compared to search ads. Display ads are susceptible to spammers, making it crucial to have robust controls in place. If using the display network, segregate ads into a distinct campaign for transparent tracking.

Performance Max Campaigns:

Performance Max, a newer Google campaign type, relies heavily on automation, removing control from practitioners. While Google’s machine learning aims to optimize results, it may not align with specific website configurations, potentially leading to suboptimal outcomes. Exercise caution with Performance Max campaigns, especially if your site lacks proper instrumentation.

Remember, it’s essential to look out for your own interests rather than blindly adhering to Google’s recommendations. While Google aims to enhance your efficiency on its platform, the decision isn’t always black and white. While generally open to their suggestions, prudent marketers exercise caution and prioritize their specific circumstances and goals.