Warning. Do not accept Google’s “auto apply recommendations”. Advertisers will receive emails from Google with subject lines “For your approval | Turn on auto apply recommendations to help improve marketing objectives”. Copy of email below in Screenshot #1.
Here’s why. Google will auto populate audiences and then they are attached to advertising campaigns “automatically”. Most advertisers don’t know they are giving Google approval for new keywords to be automatically assigned to Ad Campaigns and new audiences (often which are not relevant) to be attached to existing campaigns. See Screenshot #2.
Be diligent and do not allow Google to automatically apply recommendations to your advertising account. Would you let an algorithm invest your own money? No. So be sure to keep manually setting audiences, locations, bid prices and choose keywords to bid on.
The old saying “Keep your hands on the wheel and eyes on the road” applies!