The Truth Behind Google’s Auto-Applied Recommendations (AAR)
Google’s Auto-Applied Recommendations (AAR) have become a significant point of discussion among advertisers. While some praise it for its efficiency, others express concerns about its potential downsides. But what is AAR, and should it be part of your advertising strategy? In this blog, we’ll clarify what AAR is, why Google encourages its use, and whether it’s suitable for your business.
What is AAR?
Auto-Applied Recommendations (AAR) is a feature in Google Ads that enables Google to automatically make optimisations to your account without needing manual approval from advertisers (Google Support). These recommendations can include adjustments to bids, additions of keywords, and modifications to targeting and ad copy (Google Support).
Why Does Google Promote AAR?
Google introduced AAR to make it easier for advertisers to manage their campaigns by cutting down on the manual work involved in reviewing and applying recommendations (FSC Interactive). The idea is that Google’s machine learning algorithms can quickly optimise ad performance by making changes based on historical data and established best practices (UpMore).
Another reason for promoting AAR is Google’s interest in driving up ad spending. The recommendations often encourage budget increases, the addition of new keywords, and automated bidding strategies, which might not always align with what advertisers aim to achieve (Lever Interactive).
Should You Use AAR?
The usefulness of AAR varies based on the specifics of your campaigns and your familiarity with Google Ads. Some advertisers appreciate its ability to automate small optimisations, like eliminating duplicate keywords or pausing ads that aren't performing well (Claire Jarrett).
On the other hand, many experts caution against using AAR without careful consideration, as its general approach to optimisation can lead to issues. A discussion on Reddit among PPC professionals raises concerns about losing control, incurring unnecessary costs, and receiving suggestions that may favor Google's profits over the advertiser's return on investment (Reddit PPC Thread).
The Risks of Using AAR
One significant drawback of AAR is that it often implements changes that might not be in line with a business’s specific objectives. For instance, it could introduce keywords that are too broad, resulting in unnecessary spending on irrelevant traffic (Grow My Ads).
Other common issues include:
Increased costs due to aggressive adjustments in bidding strategies (WordStream).
The addition of irrelevant keywords that can weaken the effectiveness of campaigns (Foundery).
Automated modifications to ad copy that may not resonate with the brand's messaging (Jyll).
Less control over budget management and audience targeting (Search Engine Land).
The Bottom Line: Is AAR Worth It?
Although AAR claims to provide automation and convenience, it often comes at the expense of control, efficiency, and strategy. Google's recommendations may offer some minor improvements, but they shouldn't take the place of a carefully crafted, data-driven campaign management approach. Many advertisers believe that AAR prioritises Google's revenue over their own business aims, which can lead to increased costs and inefficient ad spending. Instead of depending on automation that makes broad changes, businesses should focus on developing strategies that align with their distinct goals and audience.
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