Auto-applied recommendations

Each recommendation type you subscribe to is applied by Google on its own schedule: new keywords, bid strategy changes, budget changes, ad changes. Nobody reviews them when they happen.

Months later, nobody remembers why the account looks the way it does, and results may come from a change no one on your side made.

1. Open Campaigns, then Recommendations.
2. Open Auto-apply at the top of the page and go through each tab.
3. Untick the types you do not want applied without review.
4. Open Change history and filter by changes made by Google to see what was applied.

An account subscribed to add new keywords finds broad match keywords it never chose spending a fifth of the budget. The change history shows they were added automatically over several months.

• Accepting auto-apply during account setup without reading the list.
• Assuming optimization score must be raised by applying everything.
• Never checking change history for changes made by Google.

The audit checks Oppy runs on this, each with its own page.

• Google is applying its own recommendations

• Optimization score: Google's estimate, out of 100%, of how well an account follows its recommendations.
• Change history: Google Ads' record of every change made to the account: who made it, when, and the values before and after.
• Broad match: The widest keyword match type: ads can show on searches related to the keyword's meaning, even without its words.