They were rolled out in a limited fashion last year, but they are now coming on strong.
One of my accounts recently received a notification from Adwords with the following subject line: Important: Ad suggestions may be added to your AdWords account. The email then explained: “Starting after April 29, 2018, you may see ad suggestions on the Recommendations page, and can choose to manually apply or dismiss them. Depending on your account settings, you’ll get an alert in AdWords and receive a corresponding email every time we suggest new ads. You’ll have 14 days from the notification to review them, after which the ads will be automatically enabled unless you choose to remove them. ”
Some of my clients are very cautious about their ads, in terms of content. If you are selling shoes online, there is not much to worry about. If you are in the legal, medical or pharma space, or perhaps in a niche market or a representing a growth stage start up, ads need to be strictly considered from many perspectives. In short, there are just times that the last thing I need to happen is for ads to start showing without going through an approval process. In the current default mode, Adwords ad suggestions can be enabled after 14 days automatically.
Doing so, will show a column were the ads will be marked as Yes or No. In the screen shot below, they are all marked “No” as none of them were suggested ads.
1. Make sure all your ad groups have at least 3 ads showing.
2. Make sure to monitor your account for ads marked auto-apply (or listed in the recommendations page).
3. You can opt out of auto-applied ad suggestions – but you will need to do so actively. Learn how to do so.
Having said all of the above, I’m looking forward to seeing some of Google Adwords ad suggestions – and measuring those ads’ performance versus my own.