At Phoenix Media, we have been working with Google and Facebook Ads for over 10 years. Throughout this time, we have come across many situations where suggestions from the platforms are aimed at enhancing ad performance. Nonetheless, you should keep in mind that not all recommendations suit every campaign. In this guide, we will explore the Google and Facebook Ads recommendations and determine whether or not, and when, you should implement them.

What are Google and Facebook Ads Recommendations?

These two popular platforms share a variety of recommendations designed to boost ad performance. Such recommendations include budget management, targeting strategies, ad creatives, and much more. Although many of these suggestions might sound like a good idea at the time, it is vital to assess them critically within the framework of your unique campaign goals, target market, and financial resources.

For instance, Facebook Ads might advise raising your daily spending limit to attain broader exposure (increasing your results further). Whilst this suggestion appears advantageous, it is essential to scrutinize your budget and decide whether or not you can sustainably allocate additional funds towards advertising endeavors, and if this is a sensible use of budget. Similarly, Google Ads may encourage boosting bids to elevate your ad position; yet, you should exercise caution to prevent overspending.

Facebook ads recommendation

Similarly, Google Ads may encourage boosting bids to elevate your ad position; yet, you should exercise caution to prevent overspending.

Google Ads recommendations

We recommend not to follow all of Google’s and Facebook’s suggestions blindly. Instead, evaluate them and only adopt the ones that are relevant to your needs. Additionally, monitor your Change History tool for any unusual activities in your account as you may have unwittingly allowed Google for example to make automatic changes to your account that could lead to unnecessary spending of your budget.

Google recommendations


Recommendations that can offer quick wins

Google Ads might suggest expanding keyword lists to amplify reach, particularly if your current list is relatively small or has keywords with very low search volume in there. Provided that the new keywords are relevant to your campaign, will draw the appropriate audience and you have the budget, this idea has some merit. Likewise, Facebook Ads may recommend modifying ad visuals to better engage viewers, which can work on some occasions. Nevertheless, it is essential to maintain consistency with your brand identity and message throughout any alterations made.

Another essential recommendation for many Google Ad campaigns is to properly add conversion tracking and this is something that is often flagged in the recommendations tab. Sometimes we see accounts that may already have this set up, but it’s essential to test to ensure that it’s working properly. In our experience, this is one of the most important things to set up in Google Ads, as it impacts much of the optimization for your account.

Conversion Tracking is the way to tell your Google Ads account that your goals are being met and results are being produced such as leads, purchases and so on. You can set up your Conversion Actions in ‘Tools and Settings’ > ‘Measurement’ > ‘Conversions’.

Optimisation Score

Google Ads also gives an optimization score to clients who manage their accounts, prompting them to act on the recommendations to improve their score.

Optimisation Score Google Ads

However, a better score doesn’t necessarily equate to better ad performance. Implementing these recommendations can boost the optimization score, either because the changes have been applied if they make sense or if they have been dismissed based on their irrelevance or lack of impact on the campaign’s performance. It is essential for advertisers to carefully consider each recommendation and assess its potential benefits before making any adjustments to their advertising strategies.

Exercise caution when combining audiences

Facebook Ads often proposes consolidating separate audience segments to maximize reach. Despite appearing appealing, you should analyze this and verify the compatibility between the proposed groups. Combining Ad sets

If the audiences do not overlap harmoniously, you risk targeting individuals who lack interest in your product or service, which may negatively impact ad performance. Moreover, once merged, these audiences cannot be broken up again. What we would recommend is careful planning during the initial stages of campaign development in regard to your target audiences.

Plan Audiences and setup from the start

From the beginning, it is advisable to strategize both audience selection and overall campaign setup. By doing so, you stand a better chance that your efforts are directed toward the correct demographic and that your campaign structure is optimal. For instance, Google Ads may advocate using broad match keywords to extend reach (which can be very broad, taking the examples in the table below from Google). Yet, it is crucial to look at the appropriateness of each of these keywords relative to your campaign before implementation and also if adding broad keywords will result in being found for similar search terms that are not relevant. Being discovered for irrelevant keywords may result in attracting an undesirable audience, thus negatively affecting ad performance.

Use a Digital Agency to help manage your campaign

If you are uncertain about how to optimize your campaign, it may be a good idea to consider working with an established agency such as Phoenix Media to oversee your initiatives. Our experienced team possesses extensive knowledge and skills to assist you in achieving your advertising goals. Connect with us today to learn more about how to improve your advertising campaigns.

  • Published on : Tuesday March 12, 2024

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on

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