Recommendations are the heart of the product. They allow you to perform day-to-day updates to your keywords, ads, ad groups and campaigns, without having to engage in complex and time-consuming analysis on your own.

The ActEngine™ analyzes your campaigns and automatically generates recommendations based on your greatest risks and opportunities. You can also create customized actions and alerts in the "My Rules" tab. By acting on these recommendations with one-click wizards, you can easily improve campaign performance. Actions enable you to groom your campaign performance daily, without spending a lot of time analyzing data. Alerts bring both positive and negative campaign performance trends to your attention.

Recommendation types vary considerably, but the structure of each action and alert wizard is similar. At the top of each wizard is the name of the recommendation type, the severity of the particular recommendation, and the entity that the recommendation refers to — a campaign, ad group, ad or keyword. Below this, are two pieces of information:

1. Below the heading "Why did I get this?" - an explanation of why you received a particular recommendation or alert;

2. Below the heading "What should I do?" - an explanation of what action you should take.

A table below the explanations displays the particular metrics that caused the recommendation to be triggered, as well as estimates showing what will happen if you take our recommendation.

For more detailed information about each action or alert type, mouse-over the Learn More tab in the upper-right of the wizard and a panel with more information appears.

While many of the recommendations generated by the ActEngine™ involve best practices that can improve your search marketing campaign, our most detailed actions and alerts are customized to your business goals. In order to generate these recommendations, we need to learn more about the strategy behind each of your accounts. You can give us this information by using the Set Goal Values wizard in the Manage section and by setting up rules in the "My Rules" tab of the Act section. My Recommendations allows you to set custom rules and alert triggers, and to generate recommendations that are most meaningful for your business goals.