Google Ads Optimization Score- What Is It and Why Is It Important
  • August 18, 2021
  • PPC

Google Ads Optimization Score- What Is It and Why Is It Important

With the introduction of machine learning and automation in advertising, Google Ads has evolved from its days as Google AdWords.

The redesigned UI comes with different campaign types such as campaigns for ads that show up on YouTube or Gmail, keyword bidding strategies to target potential customers by their interests through search terms, etc.

New features like Super Chat which lets viewers pay money to have a highlighted chat message pinned at the top of comments live stream videos.

Google has recently introduced a new function, Optimization Score. This score is determined by how well your website ranks for certain keywords and phrases on Google’s search engine results page (SERP). The higher the ranking of these terms, the better you will do when people are searching them online.

 

In order to rank highly in SERPS rankings companies must focus their efforts around optimizing their content based upon those words or phrases that they want to be associated with most often among potential customers who might have an interest in purchasing from them next time.

In fact many changes which businesses may see as being negative actually present benefits if taken advantage of correctly: one prominent example is Google’s introduction of Optimization Score!

1. What is the Google Ads Optimization Score

Optimization score is an estimate of how well your Google Ads account can perform.

It runs from 0% to 100%, with a higher percentage meaning that the ad campaign has been set up better and will be more profitable for you in the long run if left unchecked.

As with any marketing campaign, it is important to make sure you are always optimizing your campaigns.

This can be done by thinking about the goals for each individual campaign and looking at how they compare against one another in order to find out which ones should get more attention than others.

Not only does this improve performance but it also gives a better understanding of what kind of content will draw people into buying from you or signing up as clients.

2. Why does it matter to you

Optimization score is a way of measuring how well your ads are performing and generates reports showing what you could do to improve them.

Reports show statistics such as the number of clicks generated, CTR (click-through rate), ad impressions, total spend, conversion rates for different time periods in order to compare performance across campaigns or devices.

Optimization Score allows advertisers with an active Search campaign only access to see their overall optimization score which provides feedback on their account’s current state when it comes to optimizing key business objectives like relevance and quality.

It also providing insight into areas that should be improved upon before making any changes ́such as keywords used by search queries generating too many irrelevant results.’ Quality Score can help diagnose problems based off specific metrics but other elements like relevance or landing pages that are not meeting performance standards.

It is important to make sure that your ads are performing well and generating the most revenue for you business because poor campaign management can lead to lower ad rankings which will impact the amount of customers who see your products and services.

How Google Ads calculates optimization score

Optimization score is calculated in real-time, based on the statistics, settings and status of your account and campaigns.

The relevant impact of available recommendations are considered as well as history with recent recommendation to make sure you’re always getting advice tailored specifically for you!

The optimization score will be updated constantly so that it can provide a great way to monitor how your campaign progresses over time without having anything else interfere or change what may have been working before.

Optimization score and available recommendations can change based on many factors, ranging from your settings to trends in the ads ecosystem. You may see a different score if you are optimizing for clicks versus conversions or mobile users vs desktop users.

As well as new set of recommended best practices like how often to make changes once we find something that works really well!

Some things won’t affect optimization scores such as changing your location when targeting people nearby rather than worldwide – but they will influence which optimizations show up in the list.

For example, some keyword matches might not be relevant depending on whether you’re looking at an ad campaign targeted towards local customers or those all over the world with high budgets who want results right away.

The Core Target of Google Optimization Score:

When it comes to conversion rate optimization, Google has your back. The company’s Optimization score and recommendations are tailored for maximizing conversions or increasing the value of a conversion across all businesses with campaigns on Adwords.

Recommendations can only exist if they move towards one of these business objectives so that you know what goal is being served by any given recommendation.

Optimization score helps you to determine your campaign’s goal through setting a bid strategy. If your campaign is in the fully-automated Smart Bidding bidding, then that means it has an open and expressed goal.

The Optimization Score determines what type of advertising goals are reached by deciding on which advertisers’ bids will be accepted based on their optimization scores.

When it comes to conversion rate optimization, Google has your back. The company’s Optimization score and recommendations are tailored for maximizing conversions or increasing the value of a conversion across all businesses with campaigns on Adwords.

Recommendations can only exist if they move towards one of these business objectives so that you know what goal is being served by any given recommendation.

Optimization score helps you to determine your campaign’s goal through setting a bid strategy. If your campaign is in the fully-automated Smart Bidding bidding, then that means it has an open and expressed goal.

Examples:

Target ROAS optimization is a strategy that will show you how to get the most out of your campaign budget by maximizing conversion value and ensuring conversions are not constrained.

It’s important to ensure targeting expands in order for high-value prospects be met with relevant messaging, while also preventing constraining from happening.

You need to choose between Maximize Clicks, which will focus on clicks and conversions but not optimize for cost per acquisition (CPA), or you can switch to a Smart Bidding strategy like Target Cost Per Acquisition that helps push more people through the funnel.

Maximize Clicks focuses all of its attention towards generating as many impressions as possible with no regard for how much it costs.

If your campaign is using this setting and are reporting conversion metrics then Google recommends switching over to a performance-focused bidding strategy called target CPAs because landing page optimization may be needed in order get lower prices.

It still driving more leads/conversions since there’s no targeting specific keywords based off CTRs, impression share percentages etc…

How to Improve Google Ads Optimization Score (Recommendations)

Optimization Score has been giving me the best advice on how to improve my campaign. There are a few things I have done that had an immediate impact like lowering Google’s maximum bid or reducing keyword bids, and you can also make changes in your ad copy for better optimization scores too!

It’s possible that the total score would be more than 100 if all individual recommendation scores were added up. This is because when you apply some recommendations, they’ll cancel out a few other recommendations.

One of the many benefits to using Google’s personalized recommendations is that you’ll be able to reach an optimization score of 100%. By successfully applying or dismissing any recommendation, your account will increase.

For example if a recommendation has 5% uplift then when it’s applied, your account increases by 5%.

Google recommends which products are most relevant for you based on what they know about you and where they think there might be opportunities in advertising campaigns.

One great thing about these recommended results is not only do advertisers get more relevance with their ads but also conversion rates go up because customers have better things shown depending on who they are as well as LTV goes up (how much money users spend) because users are being shown the right product.

Example: 

If you’re advertising shoes and users that saw your ad also visited your website to purchase those same products, it might make sense for Google to show them similar businesses offering a different type of shoe or maybe a shirt.

When users see this they feel like the company knows what they want, which is why they feel compelled to buy from them.

Ad Groups can be targeted at different user groups and demographics, but if these groups are similar then Google will likely recommend combining them.

It might make sense that you’re showing ads too similar products to a target audience.

Google Recommendations:

Repairs

In order to ensure your account is set up correctly, it’s important that you check these recommendations. These refer to components of your account which may be broken or incorrectly configured and need immediate attention before they can work the way they are intended.

It’s a good idea for anyone with an email address on their site, blog, or other platform as well as those who plan on creating accounts in the future!

Repairs could include the following: You have active ad groups containing no eligible ads, Your ads have been disapproved due to an editorial policy violation.

Bids & Budgets

The recommendations under bids and budgets are less clear than the repairs, which require interpretation. You may come across any of these bid or budget items:

Bid-to-budget ratio Lowest cost bidder for work in a particular trade category (e.g., plumbing) with reference to their proposed contract price

Cost estimate versus lowest estimated cost offeror’s quoted time required to complete work that is conservatively summarized as follows: Cost estimate minus the cost of all materials (labor-only)

Labor and material bids that are most highly ranked for each trade category, but aren’t likely to be accepted as-is

If you have any area where Google suggests lowering your bids or budgets, it’s best to do so.

As the saying goes, if it’s not broken don’t fix it. But what happens when you find that your ad campaign is getting crushed by competition?

The solution lies in a couple of simple strategies: bid more efficiently with {insert smart bidding strategy here}, set audience bid adjustments, raise budgets to get more clicks and use additional features such as location targeting or mobile app install ads for better results!

Keywords & Targeting

Google is pushing smart bidding heavily to help you either increase conversions or lower your costs. They are offering these services and they’re a great tool for any business looking to do both of those things at the same time.

It is an established fact that a smart bidding strategy always outperforms manual and other enhanced CPC strategies, but what’s really important to note here is the significance of timing.

If you’re looking to optimise your Adwords campaigns, I’m sure Google’s Recommendations will give a boost in the right direction. They may even give an extra 5% on your score if you implement some smart bidding strategies straight away!

You can use smart bidding to maximize the conversion rates of your existing campaigns and still get a good ROI.

Smart Bidding lets you increase visibility, get more conversions, AND save money all at once!

Ads & Extensions

Another tempting “quick win” that Google’s Recommendations might suggest is increasing bids where performance and revenue are strong. This could be your keyword bids, device, location or audience list modifiers.

Is your page a top performer? If you are bidding on keywords that reflect well for the bottom line of your business, and they’re already near or at the top of Google’s search results pages, don’t boost bids too much. Is it worth sacrificing profit to get an extra click from someone who might not convert into a customer anyways?

Final Words:

Never underestimate the importance of Google Ads Optimization Score.

If you do a quick search on how to optimize your account, you will find that there are lots of potential ways to optimize and increase performance.

Remember that it is important to test Google Ads Optimization Score to see if they are going to perform before you start spending money on all of them.

 

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by albert somlith