Google have rolled out a new ‘recommendations’ feature called Google Ad Suggestions. We asked Broadplace’s Ella Cicero to break down what they are, how they work and how they could help your business…
“Research has shown that ad groups with 3 or more high-quality ads can get up to 5% to 15% more clicks or conversions than ad groups with only 1 ad, provided ad rotation has been optimized. The more ads you provide, the more options you’ll have to show the ideal message for each user search.”
So, What Are Google Ads?
Quite simply, Google Ad Suggestions automatically generate ads based on account data and existing ad copy.
How Will These Affect The Way Advertisers Work?
We take a lot of time and care to deliver the best ads possible for our clients. We take pride in our abilities. But it does take a lot of time. So when Google announced the launch of Ad Suggestions back in April (rolling out now) we were in two minds about how this would affect how we work and the overall quality of ads within the industry. We were delighted at the prospect of freeing up time to test multiple ads for ad groups without having to rewrite each one. Any writer will tell you that to say the same things multiple ways is a challenge.
But What About Letting Google Have Involvement in Our Ads?
Well, they are only suggestions. Read on for instructions on how to disable them. But we think you’ll want to use them…
Why Are Google Introducing These?
In terms of the industry, it should improve things – Google are aiming to provide more clickthroughs. After all, not all PPCers are fully using ETAs (Extended Text Ads – read more here). With ETAs you have more opportunity to test different ways of presenting the same message. Advertisers who have more than one ad average a 21% higher clickthrough rate than those with just one. So with Ad Suggestions, Google hopes to deliver higher clickthrough rates to advertisers.
What Will Google Actually DO?
They’ll use the already launched Ad Variations to automatically create Ad Suggestions. The ads produced won’t be markedly different to what you’re already running.
What WON’T Google Do?
They won’t create new ads, or original content. They also won’t create ads for industries where specific advertising laws apply – for instance pharma, healthcare, finance etc. Any Ad Groups with disapproved or limited approval ads won’t see Ad Suggestions.
You can change, pause or remove the ads at any time – you can filter to see which ones are Google Ad Suggestions to make this quicker.
What If I Don’t Want This?
That’s fine, if you want to switch off Google Ad Suggestions just go to your Account Settings Page, expand ‘Ad Suggestions’ and click on ‘Don’t automatically apply Ad Suggestions’.
Where Do I Find This?
To find this new feature, you will have to visit the recommendations page in the new AdWords interface. You have 14 days to approve the new ad copy before it is automatically applied to your adgroup alongside existing ads. If you are not keen on the text that Google has provided, you have the option to decline the new ad or pause any that have been added already. You can also completely opt out of this feature if that’s of interest to you.
Do You Recommend Google Ad Suggestions?
I believe that this is a great addition to Google AdWords for advertisers especially. Here’s a few reasons why:
· The ad suggestions are purely data driven, which means they should be high performing and extremely relevant.
· It saves time thinking of new ideas to create new variations of your existing ads.
· It’s an automated optimisation feature.
· Google supports these new ad suggestions in 6 different languages.
· They increase overall performance by 5-15%!
Are There Any Downsides to Ad Suggestions?
This isn’t going to cure everything. There are some potential obstacles that you may want to bear in mind before testing this new feature:
· Many businesses have specific requirements in regards to the message they would like to portray within their ads, this therefore means that not all of Google’s suggestions may be entirely appropriate depending on the client’s needs.
· The ads auto apply to accounts within 14 days of them being created so the advertiser will need to monitor this.
Overall, I think that this new ad technology by Google is a great way for advertisers to save time and improve account performance all at once, which let’s be honest is the absolute dream! You can learn more about the technicalities of Google Ad Suggestions from Google Support
Google Ad Suggestions is now available across the UK, just head to the recommendations tab in the new Google AdWords interface and discover a whole new world of ad automation.