Google Smart Recommendation is the best solution for sellers to serve ads?
Google dominates the search engine kingdom, and people need Google to provide answers to their questions, check google maps for directions, play favorite videos on YouTube, and send emails via Gmail.
Google's huge traffic makes Google Adwords the most important advertising platform.When a seller places an ad on Google, the Google ad account will provide an effect score for reference, and Google will provide various suggestions for the seller's ads based on the score.
Is Google's smart ad recommendations real and reliable?
Google's smart advice based on data analysis of people's search behavior seems appealing.Google does have enviable data, but often these recommendations have nothing to do with the seller's business.So in some cases, blindly clinging to Google ads may increase costs or undermine the seller's marketing strategy.
Google Ads provides sellers with smart advice in several directions, which can be helpful in pointing out the lack of ad components or providing new keyword suggestions.But be careful when applying Google Ads' suggestions to change your budget or promote Google's automated bidding solutions, sometimes losing your edge in competitive channels with a single click.
Note that Google ads automatically apply certain suggestions, such as seeing "auto apps" in ad recommendations, and if you don't, Google will apply changes within 14 days.This means that sellers may change their campaigns at Google without explicit consent.
First, automatic bid suggestions
Confident Google ads often advise users to apply their smart bid solutions, such as target ROAS, which automatically bid based on the seller's target return on ad spend (ROAS).For sellers who don't have enough bandwidth or expertise to manage their ads, automated bidding saves time and effort, but it also limits the seller's ability to set fine bids and get information from bid adjustments.And google has little transparency about how to set bids when applying smart bidding tools.
For example, the automatic bid proposal in the figure, which allows sellers to get 1.3 conversions per week after implementation.The impact was minimal, but the cost increased by $28.40.
In addition, Google ads won't show users changes in traffic when this recommendation is applied.If smart bid solutions set the cost per operation too low, it can stifle traffic, especially in competitive environments like Google Ads.
After making the recommendations, Google also noted that the optimization score would increase by 12%, indicating that the implementation would have a positive impact on advertising.But this is misleading because smart bidding can produce unpredictable results.
Second, keyword suggestions
Google Ads analyzes retailers' keywords and evaluates the traffic they bring.If traffic is not provided for a particular keyword, Google recommends that people remove those words from their campaigns, as shown below.
In this case, Google would advise the seller to remove important trademark terms.While these terms don't bring a lot of traffic, they have very high click-through and conversion rates.And they don't increase the seller's success, and there's no harm in using these terms.
Google also recommends adding "popular keywords" to users' ads.In the following example, Google recommends that users add the term "New York show" to their paid search ads.But the seller's product is women's, and keywords are independent of its product and target audience, and the app will increase the seller's costs and reduce efficiency.
Third, audience recommendations
Google Ads recommends trying to expand the reach of your product audience.Google, for example, is happy to advise users to implement Google partners to expand their ad reach.Google Search Partners is a service that displays Google ads through non-Google media resources.
In some cases, app Google partners may deliver positive results, with partner impressions providing additional impressions and conversions that may be available when the seller's advertising budget is too high to run out.
Advertising with Google partners also limits sellers' control over ad spending.Google automates it, which means sellers won't be able to adjust their bids if they spend more than they can sustain.
Fourth, smart advertising recommendation is not a quick solution
Google's smart ad recommendations may be a useful tool for improving sellers' Google ads, but they're not a quick solution for sellers when they run ads, blindly following Google's smart advertising recommendations, and not developing smarter advertising strategies for less money, as Google portrays them.
In particular, sellers who have established sales goals and advertising strategies should weigh these recommendations against their own circumstances.Pay close attention to Google's ad recommendation page to make sure your ad doesn't change unknowingly.
While Google has been developing smarter automated ad recommendation services, ultimately a human-led marketing strategy is critical to the success of Google's advertising.
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