Google Ads
beginner
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How to Use Google Ads Recommendations (Without Getting Burned)

Google Ads Recommendations are suggestions that appear on the Recommendations page, rated by potential impact. Some are genuinely useful (adding negative keywords, fixing disapproved ads), some are neutral (adjusting bids, testing new features), and some can harm performance (adding broad match keyw

Optimisation & Reportinggoogle ads recommendations guide

Quick Summary

Google Ads Recommendations are suggestions that appear on the Recommendations page, rated by potential impact. Some are genuinely useful (adding negative keywords, fixing disapproved ads), some are neutral (adjusting bids, testing new features), and some can harm performance (adding broad match keywords indiscriminately, enabling Display network on Search campaigns). Never auto-apply all recommendations. Review each one individually and apply only those that align with your strategy.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 5 steps to complete this guide

1

How Recommendations Work

Google analyses your account performance and suggests changes that it predicts will improve results. Each recommendation shows an estimated impact on conversions or clicks. Your Optimisation Score (0-100%) reflects how many recommendations you have applied — but a higher score does not always mean better performance.
2

Recommendations That Are Usually Safe

Fix disapproved ads or extensions. Add negative keywords suggested by the system. Fix broken landing page URLs. Enable enhanced conversions. Add missing ad extensions/assets.
3

Recommendations to Evaluate Carefully

Switch bidding strategies. Adjust target CPA or ROAS. Create new campaigns. Adjust budgets. Add new keywords.
4

Recommendations to Usually Decline

Add broad match keywords without smart bidding. Enable Google Search Partners or Display Network on Search campaigns. Remove 'redundant' keywords (Google considers exact match redundant if broad match exists — this is not always true). Auto-apply any recommendation category.
5

Auto-Apply Settings

Go to Recommendations > Auto-apply. Disable all auto-apply categories unless you have reviewed and agreed with each one. Auto-apply can make changes to your account without your knowledge or approval. We recommend keeping all auto-apply settings off and reviewing recommendations manually.

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