Optimizations used to be called Insights and also include the Top 5 optimizations.
Overview
Adpulse has a library of Optimizations that run automatically across your imported accounts. You don't need to do anything to get them running, and they typically run daily.
Browse the full list of Optimizations below. Most have Actions you can apply from within Adpulse, and some you can even automate.
The Optimizations page brings every Optimization into one workspace. Click a severity card to focus on that severity, or filter by Tag, Platform, Ad Account, or Optimization Type.
Select an Optimization in the list to see its details and Results on the right.
Optimizations are split into four severities:
Insight Category | Description |
| Something has broken, stopped working, or needs urgent attention. It usually affects spend or delivery. |
| Needs attention soon, but nothing is broken outright. |
| Wins that Adpulse has identified, such as keywords, audiences, and structures to expand, plus spend with no return that is better reallocated elsewhere. |
 | Configuration and hygiene reminders, improvements that compound over time. |
You can change the severity of any Optimization, switch an Optimization off for all or selected accounts, and choose how you are notified, in Settings > Alerts & Optimizations <insert Link>.
Optimizations run across different levels depending on what they are checking:
Account
e.g. Ad Link Checker
Campaign
e.g. Campaign Stopped Serving
Ad Group / Ad Set
e.g. Poor-performing Close Variants
And they can generate multiple results, and most Actions are at the Result level, while a few are at the Optimization level.
In the example below, each Result is a campaign where it's set to 'People interested in your target locations' and you have an action for each Result to update this to 'People in or regularly in your target locations'.
Optimization Actions
Most Optimizations have Actions that you can do within Adpulse, and some you can automate to apply the action automatically. You can apply an Action to a single Result, or to many Results at once with Bulk Apply. Some examples of the available Actions:
Ad Link Checker: Update the URL of the broken link
Auto-Generated Assets Exist: Pause or remove the Automatic Site Link
Snooze and Ignore Actions
You can also 'Snooze' a Result within an Optimization for a period of time, or 'Ignore' it completely.
'Snoozing' is handy when you need a client to action something on their end, like fixing a payment method on an Ad Account that has stopped serving. You can snooze a Result for 1, 7, 30, 60, or 90 days. This means that Result won't come back for that length of time.
'Ignoring' is for when an Optimization or Result is not applicable to that Ad Account, Campaign, or Ad Group/Ad Set. For example, you might have automatically generated site links that you wish to retain, so rather than pausing or removing them, you can 'ignore' them, and Adpulse won't check them again for that account. Effectively, you're telling Adpulse, "This is fine, I'm happy with this."
Automation and Configuration
Some Optimization settings can be configured and some Actions can be automated.
Configuration example:
No Recent Changes: You can configure the Optimization to check if changes have been made to the Ad Account for the last 14 or 28 days.
Automation examples:
User Location Targeting: Automatically update any set to 'People interested in your target locations' to 'People in or regularly in your target locations'
Opti-Score Is Low: Automatically dismiss any recommendations
Full list of Optimizations
Severity | Optimization | Description |
Critical | Ad Link Checker | Checks for live ads that are sending traffic to landing pages with a 404 error, or the domain's SSL certificate has expired |
Critical | Disapproved Ads | One or more of your ads are currently flagged as having a delivery status problem. |
Critical | Auto-Generated Site Link Checker | Automatically generated Site Links are sending traffic to broken links |
Critical | Site Link Checker | Site Links are sending traffic to broken links |
Critical | Account Stopped Serving | Ad Account had zero impressions yesterday, when previously had impressions |
Critical | Ad Groups Missing Keywords/Ads | Live ad groups are missing ads or keywords |
Critical | Campaign Stopped Serving | Campaign had zero impressions yesterday, when previously had impressions |
Important | Third Party Changes | Users not registered in Adpulse have been making change to the account |
Important | Product Issues | You have products with approval issues |
Important | Account No Conversions | Account has not had a conversion within the typical window for this account |
Important | Conversions - Primary | A Primary Conversion action has not had a conversion within the typical window for this account |
Important | Conversions - Secondary | A Secondary Conversion action has not had a conversion within the typical window for this account |
Important | Ad Platform Limits Warning | Some items in your ad account are very close to reaching their maximum limits |
Opportunity | Dynamic Remarketing | Account could benefit by adding a Dynamic Remarketing campaign |
Opportunity | Brand - Impr Share Lost (Budget) | You have brand campaigns that are being limited by budget |
Opportunity | Brand - Impr Share Lost (Rank) | You have brand campaigns that are being limited by rank (bids too low) |
Opportunity | Search Term Reengagement | Search Terms that previously converted look to have had traffic stopped recently |
Opportunity | Asset Group Issues | Issues have been identified within your Asset Groups |
Opportunity | Keyword Issues | Issues have been identified within your Keywords |
Opportunity | Good Close Variants | Add great performing close variant search terms as new keywords |
Opportunity | High Spend Close Variants | Close Variants are taking a high share of spend. Review them and add some negatives? |
Opportunity | Poor Close Variants | Poor performing Close Variants have been identified - add some negatives? |
Opportunity | Ad groups | Update bids or pause ad groups, depending on their performance. |
Opportunity | Asset groups | Pause poor performing asset groups. |
Opportunity | Audiences | Update audience bids, depending on performance. |
Opportunity | Campaigns | Update campaign bids, depending on performance. |
Opportunity | Demographics | Update demographic bids, depending on performance. |
Opportunity | Devices | Update device bids, depending on performance, with a significant decrease for the poorest performers. |
Opportunity | Keywords | Pause poor performing keywords. |
Opportunity | N-grams | Add good performing n-grams as keywords, and poor performing n-grams as negatives. |
Opportunity | Publishers | Exclude poor performing publishers. |
Opportunity | Search terms | Add good performing search terms as keywords, and poor performing search terms as negatives. |
Hygiene | User Location Targeting | User location targeting options could be incorrect |
Hygiene | Ad Group Audience Missing | Ad Group doesn't have audiences |
Hygiene | Campaign Audience Missing | Campaign doesn't have audiences |
Hygiene | Search Campaign With Display | Search campaign has a display campaign enabled |
Hygiene | Auto-Generated Assets Exist | Auto-Generated assets are often of poor quality, so might need removing. These include automatic sitelinks, callouts, structured snippets, seller ratings, longer ad headlines, automated app, automated location extensions, dynamic images, dynamic business name, and dynamic business logos. |
Hygiene | No Recent Changes | No changes have been made in the account recently |
Hygiene | Opti-Score Is Low | Google Opti score is less than 70% - should you dismiss recommendations? |