Today’s question comes from Craig, in Auckland, NZ. He wants to know how to treat Google’s auto-created ads in his account – should he keep them or ditch them?
Jason: Hey, everybody. Thanks for listening to the PPC Questions and Answers Show. My name is Jason Rothman. As always, I’m joined by the great Chris Schaeffer. Chris, wellness check. Chris, are you alive? Are you okay? Are you breathing?
Chris: I’m here, I’m here. It’s getting late. It’s pushing 2:30-2:45, so I’m starting to get a little sleepy. Let’s get this one going.
Jason: Okay. Today’s question comes from Craig in Auckland, New Zealand. I love it, Chris. Listeners all over the world.
Chris: Hi, Craig.
Jason: Apparently Craig and Chris are boys, so we’ll let him do his little shout out thing. Okay, go ahead.
Chris: He’s my buddy. He talked to me at 6:00 in the morning there in Auckland. It was 3:00 or something here and it was 6:00 in the morning, so Craig’s a trooper.
Jason: Okay. Well, Craig got an email from Google that said, “To help improve performance, ad suggestions were created and will auto apply on,” and then it had a date. You can review them now on the opportunity’s page. Craig writes in and says, “Have you guys used this and is it any good or do you do everything manually?” Now what Craig is talking about is a new feature with Google Ads where they will look at, I guess, your current ads, I guess your website, I guess your keywords, and as I understand it, create new ads and throw them into your account and run them live. This is a big deal.
Jason: Myself, I do use it. I let it go. I like it. I review them, but as long as they look good to me, I’m happy with Google creating those ads, doing a little bit of work for me, knowing what they know about the algorithms and all that kind of stuff, and click-through rates, and we’ll see how their ads perform. That’s just me, but now we’re going to talk to our control freak. Chris, how do you feel about the new auto ad suggestions? Did I get all that right, Chris? Are they really creating new ads and throwing them into the account live?
Chris: I wouldn’t say that they’re entirely new ads. It’s not like they’re writing brand new content. What they do is they mix ads that you already have written and kind of come up with this hybrid keywords, and ad copy, and description copy, and kind of mix it all up and throw something in there. I don’t really like it and I’m going to tell you guys how I turn them off. We’re specifically talking about the new interface, the new UI for AdWords. You cannot do this in the old UI, but if you click on all campaigns in the top left corner, and then go to settings for all campaigns, at the top there’s a new little thing there called account settings. You’re not looking at campaign settings, you’re actually swapping it. There’s a little button up at the top that you can swap the panel to see account settings.
Chris: Once you’re on the account settings’ page you’ll see all kinds of options about excluded content and message reporting and tracking. Ignore that. Down at the very bottom you’re going to look for ad suggestions. There’s a button there that says, “Don’t automatically apply ad suggestions.” Then you give them a reason why. This is how you can turn it off for your individual account. Pro tip warning, got something a little extra for you guys that stuck around all three minutes and are going to listen to the fourth and fifth minute. There is a way to do this in mass for you account managers with lots and lots of accounts.
Chris: You can do this in your MCC. You can go in your MCC, highlight all of your accounts, and change those accounts to not show Google’s auto created ads. You can do that at your MCC level. Just go to your management tab at your MCC and you’ll see some options to turn that off for everybody. If you want to change 80 of them, 200 of them all at once, you can do that. It’s up to you. I just, like Jason said, control freak. I like to manage my own ads. I don’t want surprises. Jason is willing to let some people be creative for me. It’s just up to you. Personal preference. Not saying whether it’s good or bad, it’s just preference. That’s it. That’s it, Jason.
Jason: Yeah. I think at this point, I’m personally not worried about Google throwing in any kind of crazy ad copy. Like you’re saying, it seems like they mix and match it from stuff you have, so I wouldn’t be worried about that. But like you said, that’s great advice in terms of how to turn it off if you want to. If you have an AdWords Google Ads question out there, go to paidsearchpodcast.com. Go to the contact page and we will answer your question and we put this show out on Wednesdays and Fridays. We thank you guys for listening and we will be back next time on the PPC Questions and Answers Show.