Google’s automated advertising tool is focused on recommended suggestions and automates “auto-apply recommendations”. But why is this important?
People who don’t regularly manage their campaigns, i.e. lazy agencies that leave the ads to run on their own or unsuspecting advertising beginners, may not turn off this feature.
This scenario will undoubtedly result in these “auto-apply” recommendations being turned on, automatically allowing Google to apply different bid strategies to your ads. Perhaps even with different bidding strategies to those that you had originally intended.
Google Ads and Their Auto Recommendation Strategy
So, Google had these auto recommendations a few years back. It was a very low–key—may I even say “under the radar”—start to this type of strategy.
However, the move has heated up. If you don’t actively disable this feature, Google believes you are okay with it taking over the “auto recommendation” strategy and will start increasing your active bids for search traffic.
Our Experience as a Local Digital Agency
Our in-house Google Ads experts have observed that when targeted Google representatives call your business intending to upsell additional ad spend, it often leads to the automatic application of recommendations—accompanied by persuasive messaging encouraging you to increase your ad budget.
As this rolls out and as the bidding war commences (it certainly has already), your CPC and, in turn, cost per lead conversion are being sent to excessive cost levels and new heights.
