Google emailed me that advertisers using Auto-Apply Recommendations saw a median 14% increase in conversions.
The Recommendations page looks at your account’s performance history, your campaign settings, and trends across Google to automatically generate recommendations that could improve your performance.
You already give Google a lot of control over your campaigns when you choose a Smart Bidding strategy, and Auto-Apply Recommendations adds another layer.
As a result of all these Google automations, clients will begin to ask what an agency does to optimise their campaigns.
The answer is to provide the proper strategy to Google Machine Learning (ML).
Instead of just optimising campaigns/ads/keywords and bids, the function of a PPC (Pay per click) Agency is evolving into more of a Strategic Partner.