Microsoft Ads Suggested Ad Copy

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by | Apr 5, 2021 | Microsoft Ads | 0 comments

If you are running ads in Microsoft, you may have received an email letting you know they’ve created ads for you that are ready for review. Microsoft Ads is following Google’s lead with their suggested ad copy. It’s important to understand how these ads work and what to do if you don’t want to implement them because these ads will automatically go live unless you tell Microsoft otherwise.

What are Suggested Ads?

Ad suggestions are part of Recommendations, which are ideas offered by Microsoft Advertising to help improve your campaign’s performance. When Microsoft identifies an ad group that might be helped by having more quality ads, it creates suggested ads for that ad group. The suggested ads are variations of your existing ads, based on their keywords, ad extensions, landing page, targeting, and other relevant content.

You may be notified of suggested ads via email but you can also see notifications on the Ads tab of the Campaigns page or within Recommendations in your account. You’ll get a maximum of 50 suggested ads at any one time.

Ad recommendations panel in Microsoft ads

If you have enabled Auto-apply ad suggestions under your Account level options, you have a 14-day review period in which you can apply, edit, or decline any suggested ad. If no action is taken on an ad by the end of the review period, it automatically applies to your ad group and these ads will become a part of your ad group’s rotation.

You can also choose to apply suggested ads immediately instead of waiting until the end of the review period. Those you decline are removed. They may reappear in the future if the recommendation becomes available again. If you take no action on an ad, it is automatically applied to your account at the end of the review period.

Apply New Ad Suggestions Automatically

If you want, you can choose to have suggested ads created and automatically applied to your account and add more variations where they’re needed. While you still have the option to review, edit, apply, or decline any ad suggestion, Microsoft Advertising can handle the process with no attention or action from you.

  1. On the left-hand navigation click Settings and then Account Settings
  2. Under Auto-apply Ad suggestions, select On.

Ad settings suggestions for Microsoft Ads

You are notified by email each time more ads are created, and you have 14 days to review, edit, or decline any suggested ad. If you take no action, they are added automatically to your ad group after the review period.

Ad suggestions continues to create new ads as long as Microsoft sees potential for improvements to your ad group performance. This usually takes only a few sets of suggested ads.

How To Track Suggested Ad Performance

Applied Suggested ads join your ad group’s rotation for potential appearance in searches. When they start appearing, you can track their performance along with that of your other ads on the Ads tab. To distinguish ads created by Microsoft Advertising from those you created, add the Automated column to your table.

  1. Above the table you want to modify, select Columns and then Modify columns.
  2. In Modify Columns, under Available columns > Attributes, select Automated.

Ads that automatically applied to your ad group show Yes in the Automated column. Ads show No in that column if you made any changes to ad content, including applying it directly.

Review and Edit Suggested Ads

You can review suggested ads before they go live and to edit them at anytime.

  1. On the Campaigns page, go to the Ads tab. If there is a Recommendations banner at the top of the screen, you have suggested ads for review.
  2. Click the Recommendations banner to open the list of suggested ads.
  3. Click the Edit pencil at any ad you want to edit.

Example alert for Microsoft suggested ads panel

You can also find Ad Suggestions on the Recommendations tab.

  1. On the Campaigns page, go to the Recommendations tab. Find the card with title Add new ads created just for you under All Recommendations or Ads and Extensions.
  2. Click View # Recommendations on the card to open the list of suggested ads.
  3. Click Edit for any ad you want to edit.

Stop Getting Suggested Ads

To opt out of suggested ads and stop getting new ones, you can go into Account Settings and uncheck Auto-apply suggested ads. This option is enabled by default.

I also wanted to note that we have received suggested ads in a few accounts where this option has been disabled, so it’s worth checking the recommendations every once in a while to make sure there aren’t any suggestions that Microsoft will automatically apply.