Google Ads Auto Apply [2023]
Should They Be On for Optimal Results?
What are Google Ads Auto Apply?
One of the key features of the Google Ads platform is the ability to use automated tools to optimize and manage campaigns. In this article, we will discuss the Auto Apply features of Google Ads and if they would benefit your ecommerce business.
Auto Apply features in Google Ads are designed to automate the process of applying changes to your campaigns. These features have the ability to help you save time and improve the performance of your campaigns. Google ads can automatically apply optimizations and changes based on certain criteria. We typically only recommend Google Auto Apply to be on for marketing companies who are managing a lot of ad accounts in the same industry. If they need to make mass changes quickly. These are also helpful for businesses who are running their own ads.
Murray Marketing team doesn’t use an Google Auto Apply features. We prefer to rely on our team of experts who are in the ad accounts making optimizations daily. We have found the auto apply feature to not be very helpful in many cases and often tend to drive up costs.
What Auto Apply Features are Available?
Smart Bidding
One of the most popular Auto Apply features is the Smart Bidding feature. Smart Bidding is a machine learning-based bidding strategy that uses historical data and real-time signals to optimize bids for conversions or conversion value. This feature can help you increase conversions, reduce costs, and improve the performance of your campaigns.
Automated Rules
Another popular Auto Apply feature is the Automated Rules feature. Automated Rules allow you to set specific criteria for your campaigns and then automatically apply changes based on those criteria. For example, you can set a rule to pause a campaign if it reaches a certain cost per conversion, or to increase bids on keywords that are performing well. This feature can help you save time and improve the performance of your campaigns by automatically making adjustments based on the data.
Ad Suggestions
The third auto apply feature is the Ad Suggestions feature. Ad Suggestions are automated ad recommendations that are based on the performance of your campaigns. This feature can help you improve the performance of your ads by identifying areas of improvement and suggesting changes that can increase performance. It also helps you to create new ads based on your existing ads, which can help you save time and improve the performance of your campaigns.
Ad Group Suggestions
Another Auto Apply feature is the Ad Group Suggestions feature. Ad Group Suggestions are automated ad group recommendations that are based on the performance of your campaigns. This feature can help you improve the performance of your ad groups by identifying areas of improvement and suggesting changes that can increase performance. This feature can also help you to create new ad groups based on your existing ad groups, which can help you save time and improve the performance of your campaigns.
Keyword Suggestions
Finally, the last Auto Apply feature is the Keyword Suggestions feature. Keyword Suggestions are automated keyword recommendations that are based on the performance of your campaigns. This feature can help you improve the performance of your keywords by identifying areas of improvement and suggesting changes that can increase performance. It also helps you to create new keywords based on your existing keywords, which can help you save time and improve the performance of your campaigns.
How to Opt Out
To opt out of Google Ads Auto Apply features, you will need to navigate to the campaign or ad group level in your Google Ads account. Once you are at the appropriate level, you can disable the specific Auto Apply feature that you would like to opt out of.
For example, to opt out of Smart Bidding, you will need to navigate to the campaign level and then select the “Settings” tab. Under the “Settings” tab, you will find the “Bidding” section, where you can select “Manual CPC” to disable Smart Bidding for that campaign.
To opt out of Automated Rules, you will need to navigate to the campaign or ad group level, and then select the “Automate” tab. Under the “Automate” tab, you can turn off the toggle switch for the automated rules you want to opt out from.
To opt out of Ad Suggestions, Ad Group Suggestions, and Keyword Suggestions, you will need to navigate to the campaign or ad group level, and then select the “Opportunities” tab. Under the “Opportunities” tab, you can turn off the toggle switch for the suggestions you want to opt out from.
It’s worth noting that some of the opt-out options may not be available for all type of campaigns. You may want to check the Google Ads Help Center or reach out to Google Ads support for further guidance.
Alternatively, you can also turn off all the Auto Apply features at once by navigating to the “settings” and click on the “account settings”. Look for “Auto Apply” and turn it off.
Keep in mind that disabling Auto Apply features may require more time and effort to manage your campaigns. It is not the best option for all businesses. It is important to evaluate the potential impact of disabling Auto Apply features on your campaign performance before making a decision.
There are several reasons why some ad buyers may choose not to turn on Google Ads Auto Apply features.
First…
some ad buyers may prefer to have more control over their campaigns and the changes made. The Auto Apply features are designed to automate the process of applying changes to your campaigns. This can save time and improve performance. However, for some, having changes made automatically may not be comfortable. They may prefer to make changes to their campaigns manually to have control over the process. And to ensure that the changes align with their overall advertising strategy.
Second…
some ad buyers may not trust the algorithms that are used by the Auto Apply features. Google Ads uses machine learning algorithms to optimize bids, target audiences and make other changes. There is a lot of skill and nuance to ad buying. The Google Ads Auto Apply Features do not take nuance, brand goals, etc into consideration. They may prefer to make changes manually to ensure the changes align with their strategy.
Third…
some ad buyers may have more experience and knowledge in managing campaigns manually. They may have been managing campaigns for a long time and have a good understanding of how to optimize. They may prefer to make changes manually in order to utilize their experience and knowledge to improve campaign performance.
Fourth…
some ad buyers may want to use their own third party tools for optimization, tracking and analysis. They may prefer to use tools that provide more detailed and in-depth analysis of campaign data. The analysis provided by Google Ads is often not sufficient. Even Google ads experts who work for Google recommend utilizing third party software to ensure accurate tracking.
Finally…
some ad buyers may be concerned about the costs of using the Auto Apply features. While the Auto Apply features can save time and improve performance, they increase costs. Google may recommends increasing costs or bidding on keywords that aren’t relevant to the brand. This drives up cpcs as well as overall ad spend.
It’s important to keep in mind using Auto Apply features should be based on the specific goals. Some businesses may find that the Auto Apply features are a valuable tool for optimizing and managing campaigns. Others may prefer to make changes manually in order to have more control over the process. It’s important to evaluate the potential impact of the Auto Apply features on your campaign performance before making a decision.
Reach out to Murray Marketing Team to schedule a cal for a account audit!