Google Ads Automation Settings For Making Informed Decisions

Google Ads Automation Settings For Making Informed Decisions

Automation Requires Human Supervision

Google has clarified that customers can deploy its genAI tools for making “automated decisions” in “high-risk” domains, such as healthcare. According to company’s updated Generative AI Prohibited Use Policy, published, customers may use Google’s generative AI to make “automated decisions” that could have a “material detrimental impact on individual rights.” Provided that a human supervises in some capacity, customers can use Google’s generative AI to make decisions about employment, housing, insurance, social welfare, and other “high-risk” areas.

Automation Settings in Google Ads

1. Location Settings

You can use location-based services such as local search results, commute predictions, and nearby restaurants based on your device's location, when device location is on in settings. If you only want to show your advertising for home repairs in New York or London, picking “Presence of interest” will show them to people who might have been browsing for things to do before visiting those cities, but who live in Miami or Manchester.

Further, advertisers who actively want to target people with an interest in a location (such as hotels or bed and breakfast) should feel free to enable that setting.

2. Campaign Creation Settings

Start by adding your business name and website. If you have them, link your existing Google accounts for faster campaign setup and get tailored recommendations along the way. Done with selectin your campaign goals like driving sales, generating leads, or building brand awareness, then create your campaign assets and preview your keywords, images, logos, videos in different ad formats. After choosing a budget, confirm your payment details and submit your campaign to go live.

Normally, this wouldn’t be an issue, but for advertisers who are unaware of all the security measures required to make Performance Max function, this could end up costing them far more than they can afford or are prepared to spend on advertisements.

3. Display Network

Display network helps you find the right audience with its targeting options that strategically show your message to potential customers at the right place and the right time. The campaigns include AI capabilities that help improve campaign performance.

GDN collaborates with a diverse network of sites, mobile apps and YouTube channels where ads are displayed. By launching a Display campaign, your ads become eligible to appear in these spaces. They are strategically placed to engage users wherever they spend time online. Google uses advanced algorithms to analyze website content and user behavior, ensuring your ads are shown in situations where they are most likely to resonate.

4. Auto-Apply Recommendations

The outsourced Google reps push for AAR (auto-apply recommendations) enablement are majorly responsible for stress in many modern Google Ads marketers. As with everything else in Google Ads, there is balance beneath the surface.

You can apply recommendations automatically to your account. When you turn on "Automatically apply recommendations", the recommendations will apply regularly. You are always in control, so you can review which recommendations will run on a given day from the queue on the main "Recommendations" page.

Auto-applying recommendations won't increase your budget, so continue to review the "Recommendations" page to ensure your budget isn’t limiting your performance. This feature can be turned on or off at any time by updating your auto-apply settings.

As a rule of thumb, disabling any AARs change any of the following i.e. Budget, Bids, and Targeting. In other words, most settings would be turned off. In some cases leaves leaving the following ones enables upgrading to data-driven attribution, optimized ad rotation, removing non-serving keywords, and adding audience reporting.

5. Smart Bidding And Conversion Tracking

Smart Bidding refers to bid strategies that use Google AI to optimize for conversions or conversion value in each and every auction, a feature known as “auction-time bidding". Target CPA, Target ROAS, Maximize conversions, and Maximize conversion value are all Smart Bidding strategies.

Smart Bidding can be a very powerful tool, but it relies on two things: historical data and conversion tracking. With smart bidding strategies like Maximize Conversions and Target CPA are now standard in most B2B accounts. The thing is that these strategies only perform well once there’s enough reliable data to optimize against.

6. Gemini AI And Auto-Fill Ad Text

Gemini AI and Auto-Fill Ad Text are new technologies with challenges of their own. It relies on the website as the primary data input, you have to have your messaging there dialled on to get any meaningful copy out of Gemini.

Text customization is a campaign level setting available through AI Max for Search campaigns. This setting enabling you to generate additional assets (headlines and descriptions) to be used in combination with the assets you input for your responsive search ads. Based on ad’s unique context, which includes your domain, landing page, existing ads, and keywords in your ad groups are some assets generated based on your ad’s unique context.

Final Thoughts

The above machine-driven automation capabilities deliver greater results, and something built for all advertisers can never work the way you want. But afterall, anyone managing Google Ads campaigns is answerable to their accounts, clients, brands, businesses, and bosses.

It is challenging, but one together, you won’t be able to hold Google or anybody else accountable if you aren’t prepared to make the necessary adjustments.