HomeBlogA Look Inside Google Ads’ New Ad Suggestions Feature

A Look Inside Google Ads’ New Ad Suggestions Feature

Author: Mark Irvine
Last Updated: November 24, 2021 | Paid Search Marketing

Every advertiser takes immense pride in the ads they write.

After all, writing the perfect PPC ad takes time, creativity, coffee, the occasional beer, and months and months of testing. It’s more than writing a 140-character ad: it’s a monumental and never-ending task.

We know that writing ads is important and challenging, but busy advertisers and business owners know that their time is a precious commodity as well. How can hustling advertisers benefit from testing multiple ads per ad group without investing more of their limited time?

That’s the question Google is looking to answer with their new Ad Suggestions feature.

adwords ad suggestions feature

As of now, Google will begin to automatically suggest new ads to run within your campaignsOnce Google creates an ad suggestion, advertisers will receive an email notification and then will be able to review, edit, or dismiss these ad suggestions within the Recommendations page. If they don’t act within 14 days, these suggestions will be applied to their accounts automatically.

Why Did Google Create Automatic Ad Suggestions?

2021 update: Google expands its auto-apply recommendations list.

While some might welcome the extra help from Google Ads (formerly known as AdWords), many PPC’ers don’t love the idea of Google adding ads to their account (potentially without their involvement). So why would Google risk upsetting advertisers?

Well, Google is only going to surface these suggestions in campaigns already set to “Optimize” their ad rotation and have potential to improve performance.

In most cases, these ad suggestions will appear in ad groups that aren’t already currently testing multiple ads. For those advertisers, these ad suggestions may save hours of having to create and test multiple ads per ad group. Unfortunately, many advertisers have forgotten this best practice:

advertisers still aren't testing enough eta in adwords

In ad groups with their ad rotation set to “Optimize,” sometimes simply having more ads with slightly different messages is enough to make a difference when it comes to performance.

Advertisers who have multiple ads average a 21% higher CTR than those that only have one!

Google hopes that by applying these ad suggestions to accounts with fewer ads, they’ll be able to deliver more relevant ads with a higher CTR.

adding one more eta to an ad group can impact ctr significantly

What Will Ad Suggestions Look Like?

Google will create these new ad suggestions by creating ad variations of existing ad messaging within your account.

Google will not create new original content or messages within your ads.

That means these ads shouldn’t look or perform radically different from your other ads and your messaging should be safe for your brand.

Consider these four ads: Can you tell which were written by humans and which were written by Google’s algorithms?

adwords ad suggestion example a
adwords ad suggestion example b
adwords ad suggestion example c
adwords ad suggestion example d

Turns out most searchers can’t tell the difference either (it’s the first and third ones, if you’re curious). The automatically created ads have a 10% higher CTR than those manually written.

Once these ads are live in your account, they’ll appear like another ad, just denoted slightly differently.

adwords ad suggestion auto application

These ads can still be changed, paused, or removed at any time, and you can filter to only view auto-applied ad suggestions as well.

auto apply ad suggestions new adwords experience radio button


When Google Won’t Create Ad Suggestions

There are some cases where the messaging in our ads is intentionally very specific and there’s not room for the creative variations that Google may automatically write for us.

Many industries, such as healthcare, pharma, rehab, or finance, may have to follow specific policies and laws when crafting their ads. For this reason, any ad groups with disapproved or limited approved ads will not be eligible for Google Ad Suggestions.

Ads by Bing

These changes aren’t unique to Google Ads either.

Advertisers on Bing may notice the opportunity to opt in to Ads by Bing. Similar to Google’s Ad Suggestions, Ads by Bing will help improve your campaign performance by automatically creating variations of your existing ads.

ads by bing ad suggestions parallel

Unlike on Google, these ads will immediately go live and start testing against your original ads. Bing will also change your ad rotation settings to “rotate more evenly,” so that you can more easily evaluate their performance.

How Can I Opt Out of Ad Suggestions?

Some advertisers will welcome the extra help and enjoy the expected performance boost of these ad suggestions. However, if you’d rather have complete control over the messaging in your ads, you can easily opt out of receiving Google’s ad suggestions.

Within your account’s settings page, simply expand the “ad suggestions” component and select “Don’t automatically apply ad suggestions” and then hit save.

adwords ad suggestion account level opt out

If you use an MCC to manage multiple accounts, you can even opt-out multiple accounts at once by selecting the “Management” tab within your MCC.

adwords ad suggestion mcc level opt out

From there, you can select any or all of the accounts in your MCC and then hit “edit” to change the ad suggestion settings for all of your accounts.

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Meet The Author

Mark Irvine

Mark is the Director of PPC at SearchLab Digital. Previously, Mark worked at WordStream and was named the Most Influential PPC Expert of the Year by both PPC and Microsoft.

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