Google is rolling out a new set of AI-powered “Brand Recommendations” to the Google Ads Recommendations page, the company announced today.
The general picture. Personalized brand recommendations span awareness and consideration campaigns with cost-per-thousand (CPM) and cost-per-view (CPV) bidding. They complement existing performance recommendations for cost-per-action campaigns and offer advertisers a “full funnel” of optimization options.
Why we care For brand marketers looking to stay ahead of the curve, these insightful, automated recommendations could provide an easy way to regularly access Google’s latest best practices.
How it works. Brand recommendations analyze an advertiser’s Google Ads history, campaign settings, and industry trends to automatically show ways to improve the performance and effectiveness of brand campaigns.
What does it include The recommendations fall into five main categories:
Ads and assets (eg add bumper ads, include ideal video aspect ratios) Bids and budgets (eg adjust CPM/CPV bids and budgets for published campaigns) Keywords and targeting (e.g. enable audience expansion, remove contextual targeting) Measurement (e.g. account for more reporting) Full funnel opportunities (e.g. “switch” to a brand campaign )
Recommendations are customized for each advertiser and are updated regularly as Google’s systems discover new optimization opportunities.
What they are saying “Employing brand recommendations is part of a best practice to maximize the chances of brand campaign success,” Google said in its announcement.
bottom line The new brand recommendations use Google’s smart intelligence to analyze advertisers’ specific situations and suggest relevant ways to improve their brand marketing on Google properties.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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