Google has made their "suggestions" available to advertisers for quite a while now. I don't know very many professional PPC managers that give these suggestions much weight. They are usually self serving to Google's bottom line and will cause you to spend more money without providing quite the ROI that a professional manager can deliver.
Well now, Google is taking it upon themselves to go in and make updates to your account which apply their suggestions automatically. This is a very bad idea...
In a nutshell, Google can change your PPC bids, they can add irrelevant keywords, they can remove keywords- all at the discretion of their "human review and machine learning" suggestions.
Google knows that many small (and maybe even big) companies tend to let their Adwords accounts run on autopilot once they have reached a desirable ROI so most users won't even notice the changes being made to their account. For those of us that don't want to give Google control over our ad accounts, you can opt out of this new "feature".
For standard AdWords accounts:
If you have an MCC account (agencies, mostly), you'll need to submit a form: https://services.google.com/fb/forms/adsuggestionsmccoptoutform/
Oh, and a side note, Google can also decide to spend TWICE your daily budget- whenever they feel like it: https://support.google.com/adwords/answer/1704443?hl=en
By Pedro Sostre on 10/10/2017
Pedro Sostre is data driven, tech savvy, and fluent in a variety of media. He is author of the book "Web Analytics for Dummies," and is pioneering Conversion Design, a design concept which blends traditional graphic design principles with search engine optimization, usability, and analytics analysis to create successful web solutions.