Recommendations

Campaign Suite recommendations are powerful means for the purpose of improving the performance of campaigns. In the recommendation stream they are sorted by importance and expected impact. Learn how to apply a recommendation and understand the different types of recommendations.

Step 1: Selecting and queuing recommendations

Click on “Optimization tools” on the navigation menu. Filter recommendations either by intended impact or by type. From the list, select relevant recommendations and add them to the todo list. This is a queue of tasks you can work on later. To access the list navigate to the “ToDo” tab.
Recommendation stream

Step 2: Applying Recommendations

Alternatively, you can also immediately apply a recommendation. Click on it to expand and display details. Here download the provided CSV file and upload it to the corresponding Google AdWords account, create a test or apply the recommended changes. The “ToDo” list works in the same way.
Detailed recommendation

Types of Recommendations

The recommendation to block traffic executes a research for finding potential negative keywords to add as standard negatives on campaign level. The goal of finding good potential negatives is to block traffic that did not convert well in the past. The direct effect of applying good negative keywords is an increase in CTR.
The recommendation to redirect traffic looks for potential negative keywords to add on ad group level. The goal of finding good ad group negatives is to redirect the traffic from generic ads to more specific ones and to bring traffic from broad match types to more specific ones. The direct effect of applying good negative keywords to redirect traffic is an increase in CTR and decrease in CPC.
The recommendation to add keywords looks for search terms with relevant traffic potential to book as keywords. Keyword research is a fundamental process to consistently improve the performance of the marketing campaigns. The direct effect of booking new keywords is an increase in Clicks.
The recommendation to delete duplicates searches for keywords that are targeting the same combination of words with the same match type (all other targeting criteria being equal). The effect of keeping only one unique keyword active is that the traffic and history always accumulates on one point that will likely gain in Quality Score.
The recommendation to create an ad test with the Adalyzer application detects if the conditions to optimize ads in each specific template are met. The effect of testing and optimizing ads is twofold: finding the best ads to show to the users and continuously improving the quality of the advertising messages delivered. Ad testing and optimization will directly result in higher CTR.
The recommendation to increase budget looks for campaigns that faced budget constraints in the last 30 days and it recommends a higher budget to capture all the searches that are currently missed. Increasing the daily budget as recommended will directly increase the number of impressions for the campaigns.
The recommendation to change ad rotation looks for this setting in your campaigns and reminds the user to switch the setting to “rotate indefinitely” if this setting is not already applied. Even ad rotation will distribute impressions more evenly among active ads in each ad group. This setting will improve the accuracy of the Adalyzer application and in turn the CTR.
The recommendation to change negative match types looks for negatives keywords with negative broad match type. Since we experienced potential loss of relevant traffic when using negative broad, we usually recommend using the phrase or exact negative match types only. The change of negative match will likely increase the number of impressions received.
The recommendation to reactivate paused exact keywords looks into the search query report of last 30 days to find if the same exact search query had at least 10 impressions. If the same exact keyword is paused in different match types, the engine will reactivate only the exact match keyword. Having the exact version of a keyword active usually brings additional clicks, because the text ads are more closely related to the search term.
The recommendation to delete keywords looks for keywords showing misuse of match type signs. For example, exact keywords with quotation marks. Such keywords can result from typos during the campaign setup. Deleting such keywords will result in a keyword portfolio with a higher Quality score.
The recommendation to check the URLs calculates the conversion performance of each landing page and warns the user when a landing page with relevant traffic is not collecting many conversions. Sending the traffic to better landing pages can have a direct impact on the CR.

Advanced Hints

There are four recommendations for which it is important to understand how they cooperate with the Campaign Suite. Most recommendations are generated as a CSV file that is to be uploaded to Google AdWords. In case of the following four recommendations, it is possible that a succeeding Campaign Suite export may – if uploaded to Google – overwrite the valuable changes made with the recommendation CSV file.

This recommendation suggests budget increases in case you are missing traffic from budget limitation. After applying this recommendation, please choose between one of the following actions:

  1. Change the budgets in the general settings of the Campaign Suite and in the template settings of standalone templates.
  2. In the future only click the button “Download changes” during Campaign Suite exports. Unless you changed the budget in the Campaign Suite, the changes implemented by the recommendation will remain in your AdWords account, because budgets would never be exported again.
  3. Exclude “Campaign Settings” as an option from the export sets. This can be done on the first step of the export flow. Click “Export Sets” in the upper right corner. Deselect “Campaign Settings” and select to save the selection as default. From now on, you will never overwrite your budgets via Campaign Suite exports.
This recommendation suggests testing your ads with our Adalyzer. Whenever the Adalyzer is used in a certain template, it offers to download a file with optimized ad statuses. After uploading them to AdWords these optimizations are effective immediately. However, if you export all ads of a certain template and upload them to AdWords they will get the status specified in the template. Therefore, please decide between one of the two options when using the Adalyzer:

  • In the future only click the button “Download changes” during Campaign Suite exports. Unless you changed the ad status in the Campaign Suite, the changes implied by the Adalyzer would be kept in your AdWords account, because ad statuses of existing ads would never get exported again. Only newly created ads and their statuses would be exported.
  • A further option is to exclude “Text Ads” as an option from the export sets. This can be done on the first step of the export flow. Click “Export Sets” in the upper right corner. Deselect “Text Ads” and select to save the selection as default. From now on, you will never overwrite your ad statuses via Campaign Suite exports. But new text ads will not be exported.
This recommendation suggests changing a certain Keyword destination URL. It mentions the keywords of which the URL should be changed. As with the recommendations above, the Campaign Suite is not yet aware of this change. So like in the recommendations above, after applying it, you should only export the changes in order to not overwrite the changes made by the recommendation.
However, please be aware of the feature static url tables, which enable the Campaign Suite to deal with special URLs for specific keywords.
This recommendation suggests the deletion of the worst performing duplicate keyword. In this case, take a look at your tables and templates and find the root of the problem. Make sure that such a duplicate won’t be exported again in the future. Otherwise, a succeeding export from the Campaign Suite might create the deleted duplicate again.