Google Ads Recommendation Warning

This is why you should NOT blindly follow the recommendations you see in your Google Ads Dashboard. Additionally, be cautious about the recommendations you receive from a Google rep. The results you are going to see in this blog can be very alarming and costly for small business owners.

The Hidden Dangers of Google Ads Recommendations

I want to clarify that this blog is not intended to bash Google. I genuinely appreciate the platform, as it has allowed me to grow my own businesses and those of my clients. However, there are two significant frustrations I have with Google Ads: their customer service—or should I say, non-existent customer service—and their recommendations tab.

 ❌ Learn to stop using Google Ads phrase match targeting here!

The Danger of the Recommendations Tab

The primary issue with the recommendations tab is that it can be hazardous for small businesses with limited budgets. Especially when you are new to Google Ads, the recommendations tab can be seen as an instruction list.

Think about it: when you buy a new TV, there is a setup guide that takes you through the steps to get the best experience for sound and picture quality. But this is NOT what the Google recommendations tab does. It often suggests changes that are not in your best interest and can lead to wasted spending.

A Real-World Example of Google Ads Gone Wrong

To illustrate, let me show you an extreme example of what happens when you accept all of Google’s recommendations without question.

My friend managed a campaign for a small e-commerce business selling niche products. Initially, they had a well-structured campaign with targeted keywords, a moderate daily budget, and manual bidding. The campaign was running efficiently, with a cost-per-click (CPC) of $1.20 and a conversion rate of 5%.

Following Google’s recommendations, they made several changes:

1. Increased Daily Budget: Google suggested doubling their daily budget from $50 to $100.
2. Broad Match Keywords: They switched from phrase match to broad match keywords.
3. Smart Bidding Strategy: They changed to an automated bidding strategy recommended by Google.

Here’s what happened over the next month:

• Budget Spend: Their daily spend quickly maxed out at $100.
• CPC Increase: The average CPC rose to $2.50.
• Conversion Rate Drop: The conversion rate dropped to 2%.

Results:

• Monthly Spend: Increased from $1,500 to $3,000.
• Conversions: Decreased from 75 to 48.
• Cost Per Conversion: Increased from $20 to $62.50.

This example highlights how blindly following Google’s recommendations led to a significant increase in costs with minimal or no improvement in performance. This is why it’s crucial to carefully evaluate each recommendation and consider its potential impact on your specific campaign.

Google Ads Recommendations to Ignore and Which Ones Are OK

Here are some common recommendations from Google Ads that you should be wary of:

• Increasing Daily Budget: Google often suggests increasing your daily budget. While this might lead to more impressions, it doesn’t guarantee more conversions and can quickly drain a small business’s budget.
• Broad Match Keywords: Google may recommend using broad match keywords. While they can increase reach, they often result in less targeted traffic and higher costs.
• Smart Bidding Strategies: These automated bidding strategies can be useful but require a lot of data to perform well. For new or smaller accounts, manual bidding often yields better control and results.

On the flip side, here are some recommendations that can be beneficial:

• Adding Negative Keywords: This can help reduce wasted spend by excluding irrelevant traffic.
• Improving Ad Strength: Suggestions to improve ad strength by adding more headlines and descriptions can enhance your ad performance.
• Ad Extensions: Utilizing ad extensions like site links, callouts, and structured snippets can improve your ad’s visibility and click-through rate.

How to Turn Off Auto-Apply Recommendations in Google Ads

To avoid unwanted changes, it’s essential to turn off auto-apply recommendations in your Google Ads account. Here’s how you can do it:

1. Go to your Google Ads account.
2. Click on the Tools & Settings icon in the upper right corner.
3. Under Setup, click on Preferences.
4. Scroll down to Auto-apply ad suggestions and click on it.
5. Toggle off the auto-apply feature.

Conclusion: Be Smart About Google Ads Recommendations

While Google Ads can be a powerful tool for growing your business, it’s crucial to approach its recommendations with caution. By understanding which suggestions to implement and which to ignore, you can optimize your campaigns effectively without wasting your budget. Always remember to scrutinize each recommendation and consider its potential impact on your specific situation.