Because who wouldn’t want a robot to write ads for you?
I love Google AdWords and I still think it is by far the best way for local businesses (including dentists) to get new patients. But Google does exasperate me at times. Google AdWords continues to take control away from the advertiser, this time by automatically creating and enabling ads in your AdWords account.
Here are excerpts from an email that Google is sending out to many advertisers (emphasis mine)
Starting after April 29, 2018, you may see ad suggestions on the Recommendations page, and can choose to manually apply or dismiss them. Depending on your account settings, you’ll get an alert in AdWords and receive a corresponding email every time we suggest new ads. You’ll have 14 days from the notification to review them, after which the ads will be automatically enabled unless you choose to remove them.
These ads will be created based on information you’ve provided in your existing ads, such as your headlines, descriptions, ad extensions and relevant information found on your ads’ landing page. You can edit, pause or remove ad suggestions at any point, though we recommend waiting until they have enough impressions to give you confidence in the ad group-level results.
Let me first say that I’m a huge fan of automation for repetitive processes. Whenever possible, I try to streamline things with software tools or code to eliminate tedious, repetitive tasks.
Writing Ads Requires Creativity… Not Robots
Writing ads is not a tedious, repetitive task. It involves a lot of creativity. It requires putting yourself in the mind of your prospect and making a compelling enough case why you’re a prefect fit for them.
Unfortuantely, what AdWords is trying to do here is insert new ads *based* on your current ads. The problem is, I don’t trust the AdWords software algorithms to get the job done properly. AdWords algorithms have long presented recommendations (formerly “Opportunities”) for your AdWords account. While my clients may not represent the typical advertisers, I find these opportunities worthless about 95% of the time. For this reason, I’m not going to trust Google to automatically roll out ads for my clients.
I’m going to say no to the ad writing robot.
How to Disable AdWords Ad Suggestions
Let me first point out that AdWords Ad Suggestions are a new feature – and I don’t think you can even disable the suggestions from the standard AdWords interface (you know, the interface that isn’t completely infuriating). For that reason, the examples below use the BETA (Faster!) AdWords Interface.
Disabling AdWords Ad Suggestions at the Account Level
In Your AdWords Account, click on “Settings” – then the “Account Settings” tab, then click on “Ad Suggestions” as shown below.
From the panel that opens up, select “Don’t Automatically Apply Ad Suggestions”.
You’ll see that this is certainly not recommended by Google, but don’t worry, the Ad Writing Robot doesn’t have any mouths to feed at home. You can provide your reasons for shunning the Ad Writing Robot and click “save”. I recommended that the robot pass a turing test prior to writing ads for me or my clients.
How to Disable AdWords Ad Suggestions from the MCC Level
If you’re managing multiple accounts, you’re used to this. Like Grandma piling brussels sprouts on your plate without asking, Google adds another “Feature” that you didn’t ask for, don’t want and are automatically opted in to. Again. Is it Tuesday already?
Well, at least you can opt out of this one. Let’s Head over to the MCC.
As you can see in the steps below – click on “Accounts”, then the “Management” tab. Then, make sure all of your accounts are selected, and click on “Change ad suggestions settings” under the edit menu which pops up.
On the next screen, you’ll want to click on “Don’t automatically apply ad suggestions”. When you do this, Google will be taken aback. Feelings have been hurt. You will be informed that this course of action is not recommended and you’ll be asked to provide your reasons for not trusting the almighty power of the ad writing robot. Provide your perfectly reasonable thoughts and click “Apply”.
Yet Another Reason to be Afraid of Robots
SNL Skit – Old Glory insurance covers the elderly in case of robot attacks. Robots are apparently the leading cause of death for those over 50 years of age. The threat is real.
Google’s Official Documentation on Managing Ad Suggestions
Manage Ad Suggestions (Google)