Understanding Recommendations in Shirofune

Introduction

Shirofune’s Recommendations feature helps advertisers optimize campaigns efficiently by analyzing statistically relevant data and providing actionable suggestions. This guide explains how recommendations work, how to review past recommendations, and how to implement them effectively.

1. Where to Find Recommendations

• Recommendations appear on the right-hand side of the Cockpit in Shirofune.
• If no recommendations are displayed, it means all previous recommendations have been implemented.
• Users can view past recommendations by clicking on "List All" and filtering for implemented recommendations.

2. How Recommendations Work

• Shirofune analyzes campaign performance and suggests changes based on data-driven insights.
• Each recommendation presents a clear Yes/No decision, making it easy to decide whether to apply it.

3. Examples of Recommendations

Example 1: Resolving Search Term Conflicts

• Shirofune detects overlapping search terms appearing in multiple ad groups.
• Example: The term "Flags" was found in two different ad groups:
  • Campaign A: 30 clicks, high ROAS (Return on Ad Spend).
  • Campaign B: 17 clicks, 0% ROAS.
• The recommendation: Make the search term negative in the underperforming ad group to direct traffic to the more profitable one.

Example 2: Pausing Underperforming Ads

• Shirofune identifies low-performing ads within the same Ad Set.
• Example:
  • Ad A: Spent $293, ROAS 129%.
  • Ad B: Spent $199, ROAS 33%.
• The recommendation: Pause Ad B to reallocate budget to the higher-performing Ad A.

Example 3: Using High-Performing Keywords Across Platforms

• Shirofune suggests importing top-performing keywords from Google Ads into Microsoft Ads.
• Example:
  • Keywords with a 310% ROAS on Google were not being used on Microsoft.
  • The recommendation: Add these keywords to Microsoft Ads and choose the appropriate match type.

4. Types of Recommendations in Shirofune

• Negative Keywords: Avoiding wasted ad spend.
• Ad Copy Optimization: Identifying and pausing underperforming ads.
• Keyword Expansion: Using high-performing keywords on multiple platforms.
• Placement Optimization: Adjusting ad placements for better returns.