Optimisation suggestions

Optimisation suggestions are recommendations a tool produces by studying your account. They might say that a keyword is wasting money, a budget limits a good campaign or an ad has weak text. Each item usually comes with an explanation and a button to apply it. Google Ads and Microsoft Advertising show recommendations inside their own interface, and Optmyzr offers them across accounts.

Search accounts have many moving parts, and nobody can check all of them every day. Suggestions point to likely gains and common mistakes, which helps a small team with little ad experience. You need them when you manage ads without a specialist, or when you want a second opinion on your setup. They are only a starting point.

A network's own recommendations are written by a company that earns more when you spend more, so some of them, such as raising budgets or widening match types, will not always suit your goals. Check each one against your margins and targets before you accept it.

• Does each suggestion show the reason and the expected effect, or only a button?
• Can you review changes before they go live and undo them afterwards?
• Can you dismiss a type of suggestion permanently so it stops returning?
• Are the suggestions based on your own goals, such as a target cost per sale?