Use recommendations to enhance your campaigns

Recommendations are AI-driven suggestions with one goal in mind: To help improve your campaign performance.

Recommendations are AI-driven suggestions with one goal in mind: To help improve your campaign performance. Recommendations help you get the most out of your budget by improving bids, keywords, and ads, which can increase the overall efficiency of your campaigns. They also propose features you may not be taking advantage of and help you optimize existing ones.

How recommendations work

Microsoft Advertising creates customized recommendations for you by using your account's historical performance, your campaign settings, and trends. Be sure to check the Recommendations tab often, because while sometimes you might not have any, we frequently find recommendations for you to apply.

View, apply, or dismiss a recommendation

Recommendations that you apply become part of your ad rotation and should start to appear in searches within 48 hours. Those you dismiss are removed and may reappear in the future if the recommendation becomes available again.

  1. From the collapsible menu on the left, select All campaigns > Recommendations.
  2. In each recommendation tile, you have options to:

    • Apply all to immediately add all recommendations to your account.
    • View recommendations to review the details of each recommendation. Here, you can Dismiss the ones you don’t want, or Apply the ones you do want by selecting one or more checkboxes > select Apply.
    • Download a list of recommendations by selecting the ellipsis icon More information icon. From here, you can also Dismiss the recommendations or Provide feedback to help us better support you.

Types of recommendations

Ads & extensions

Boost performance with AI-suggested ads and extensions. Learn more about ad recommendations.

  • Ad suggestions. Add new ads created just for you.
  • Add callout extensions to your ads. Promote popular or unique aspects of your business.
  • Add responsive search ads. Show ads that match what potential customers are searching for with responsive search ads. Learn more about responsive search ads.
  • Add sitelink extensions to your ads. Take customers to specific pages on your website.
Bids & budgets

Discover the right bid tactics to meet your goals.

  • Fix campaigns that are limited by budget. Keep your ads running on the days your campaign has momentum by adjusting your budget.
  • Set estimated mainline bids. Propel your ads to the most visible area of search results with mainline bids.
Keywords & targeting

Reach more people who are interested in what you have to offer.

  • Add broad match versions of your keywords. Show your ads more often with broad match versions of your existing high-quality exact or phrase match keywords.
  • Add new keywords. Show your ads on more searches relevant to your business.
  • Add trending search queries as keywords. Show your ads on trending searches relevant to your business.
  • Create dynamic search ads. Automatically target relevant search queries based on the content of your website.
  • Import and re-import from Google Ads. Keep your accounts up to date while continuing to expand your online advertising reach.
  • Remove negative keyword conflicts. If your ads aren’t showing due to negative keyword conflicts, resolve them to get your ads running.

Fix critical issues within your account to improve its overall health and performance.

  • Fix ad groups that don’t have any ads. Get ads running by adding ads to ad groups.
  • Fix ad groups that don’t have any keywords. Get ad groups running by adding keywords.
  • Fix your conversion goal setting. Make sure you don't miss any conversions by fixing your conversion goal setting.
  • Fix your UET tag. Make sure you don't miss any conversions by fixing your UET tag.

Auto-apply recommendations

If you’d like specific recommendations from Microsoft Advertising to be automatically added to your account, you can opt in to auto-apply recommendations. When you opt in to auto-apply, we’ll notify you when the recommendations become available so you can review, apply, or dismiss them. After the review period, recommendations will be automatically applied to your account.

Learn how more about auto-apply recommendations.

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