Do you want to immediately raise the blood pressure of the Google Ads practitioner sitting next to you? Say one word: Recommendations.
If you’ve spent any time in the Google Ads platform, you’ve seen Recommendations jumping out at you on every screen: when you’re adding keywords, when you’re adjusting your campaign settings, when you’re changing your bid strategy, when you’re minding your own business! And we’ve all received that email from a client asking why their “Optimization Score” is falling.
In this article, I’ll explain what Recommendations actually are (and aren’t), where they come from, and how you should handle them.
Why does everyone hate Google Ads Recommendations?
First, let’s address the elephant in the room: Why do so many Google Ads practitioners dislike recommendations?
In my opinion, it’s a misalignment of understanding and expectations. While Recommendations are personalized for your account, they are not necessarily personalized for your business context and goals.
The Recommendations algorithm looks at your account data (keywords, bids, targeting, etc.) and identifies patterns where it thinks it can improve performance based on its own logic.
For example, if the system sees you are only using Exact and Phrase match keywords, it will likely flag a recommendation to “Test Broad Match.” It does this simply because the feature is available and you aren’t using it. It’s logical from a platform capability standpoint, but it might be terrible for your specific budget or niche.
To understand why this happens, it helps to know the history.
Recommendations actually started as an internal sales tool for Google Ads sales representatives. It was designed to help reps spot opportunities to provide support (and upsells) to clients. However, there was that “human filter” element to ensure that reps were only pitching relevant opportunities. Now that Recommendations surface automatically in every account, that human filter is gone.
Does Optimization Score actually matter in Google Ads?
One of the biggest sources of anxiety for business owners in Google Ads is the Optimization Score. It’s that 0%-100% number sitting prominently on your dashboard – and the one Google loves to highlight in its automated emails.
Many people treat this score like a report card. If they see a 60%, they panic, thinking their campaign is failing. This can lead to users blindly clicking “Apply All” just to get that number back up to 100%.
Do not do this.
Here is the secret that doesn’t need to be a secret: The optimization score is not a measure of how well your account is performing; it is a measure of whether you are reviewing your recommendations.
Don’t take my word for it – see for yourself! You do not have to accept a recommendation to increase your score. Dismissing a recommendation gives you…
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