AdWords’ New Dynamic Ad Suggestions: Know When to Opt Out

Google recently announced a new AdWords initiative called ad suggestions, designed to boost performance of your Search Network campaigns by suggesting variations of your existing text ads.

WHAT ARE AD SUGGESTIONS?

Ad suggestions are designed to optimize the performance of your paid search campaigns by auto-generating ad variations. These ad variations will be created based on information in your existing ads, including headlines, descriptions, ad extensions, and landing pages to identify ad content to drive the best ROI for advertisers.

Google’s notification stated:

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.

The critical point: suggested ads will automatically be added to the account and go live unless the advertisers choose to remove or opt out. Ad suggestions can be edited, paused, or removed at any time, but this raises compliance concerns for our clients under highly regulated requirements for ad text review and approvals.

HDMZ understands the potential challenges of managing dynamically-suggested ad copy in regulated landscapes, and we’ve opted out several client accounts where this program may cause issues. We will continue to monitor status and advise our SEM clients if suggested ad variants become available.

Do you manage your own account? You can opt out under the Campaign Settings menu.