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Google is launching a new set of AI-powered “Brand Recommendations” within the Recommendations page of Google Ads, the company announced today.
The big picture. The tailored Brand Recommendations span awareness and consideration campaigns with cost-per-thousand (CPM) and cost-per-view (CPV) bidding. They complement the existing performance recommendations for cost-per-action campaigns, giving advertisers a “full funnel” of optimization choices.
Why we care. For brand marketers looking to stay ahead, these automated, insight-surfacing 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 surface ways to improve brand campaign performance and effectiveness.
What’s included. The recommendations fall into five main categories:
Ads and assets (e.g. add bumper ads, include ideal video aspect ratios)
Bidding and budgets (e.g. adjust CPM/CPV bids and budgets for flighted campaigns)
Keywords and targeting (e.g. opt into audience expansion, remove contextual targeting)
Measurement (e.g. link YouTube account for more reporting)
Full-funnel opportunities (e.g. “funnel up” to a brand campaign)
The recommendations are customized for each advertiser and updated regularly as Google’s systems discover new optimization opportunities.
What they’re saying. “Adopting Brand Recommendations are 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 AI smarts to analyze advertisers’ specific situations and suggest relevant ways to improve their brand marketing on Google’s properties.
