Better using campaign optimization scores
Sara Sargent
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Go from 0 to 100 with Google Ads Optimization Scores

Google has long been an open toolbox for marketers in all industries. Now, there’s another asset on the ever-evolving multi-tool that challenges the way we address our analytics: Google Ads optimization scores.

Otherwise known as “campaign optimization scores,” these overarching assessments of an ad and its effectiveness provide advertisers not only with a summary of an ad’s success, but with small revisions that can be applied while the campaign is still running.

Sounds useful, right? But it’s still going to take a while to integrate Google Ads optimization scores into our advertising campaigns. Regardless, how can we break down those scores and use them to our advantage?

The Campaign Ad Score: a Breakdown

Google Ads optimization scores were first announced as potential toolbox features back in July 2018, but those scores haven’t really been common practice until, well, now. Maybe you’ve already looked at your score—but it can be confusing. What does that overarching score really mean?

Your score will range from 0 to 100 percent. That percentage is based on several advertising factors, and it also takes into account whether or not you choose to revise your ad with Google’s suggestions.

What factors, specifically, contribute to your Google optimization score?

  • Bids
  • Budgets
  • Ad Extensions
  • Keywords
  • Audience Targeting
  • Ad Revisions/Repairs
  • Campaign Status
  • Campaign Settings
  • Impact of Recommendations
  • Recommendation History
  • Trends

How to Use Google Ads Optimization Score

Interested in taking advantage of your Google Ads Optimization Score? It’s easy to get started—just follow these steps: 

  1. Log in to your Google Ads account.
  2. Click “Recommendations.”

Your optimization score is available at the top of the page, with revisions available just below it. Click “Learn More” next to any of the applicable revisions to develop a better understanding of the ‘why’ behind Google’s suggestions.

Standard Revisions Suggestions

Google Ads Optimization Score suggests the following revisions to most of its current users: 

  • Removal of Redundant KeywordsKeyword stuffing is more likely to result in a Google penalty that it is increased traffic. If Google Ads Optimization Score is telling you to dial back the keywords, do so.
  • Bid More Efficiently – If you choose to optimize your bids, you’ll be able to rely on the speed and analytical ability of a computer, thereby winning the space and terms you need more readily.
  • Add New Keywords – Sometimes, the keywords we choose to use don’t always align with audience interests. By using additional keywords, you can improve your ad’s reach.
  • Improve Ad Mobility Mobile consumerism is the way of the future. Your ads need to be mobile-friendly if they’re going to see success.
  • Raise Your Budget – Sometimes we aim a little too low with our ambitions. If you can redirect some funding into your ad budget, you may see significant benefits.

Aim for the Google Stars

Each of Google’s recommendations come along with a different “score uplift” value. This reflects the impact any specific revision will have on your optimization score. Based on that uplift value, you can decide whether or not it’s worth your time to go about an extensive revision of your ad.

It’s up to you: you can continue revising your ad until you hit that lauded 100 percent score, or you can settle for a score somewhere in the 80s or 90s. (Personally? We’re perfectionists.) But either way, the extra guidance from Google can go a long way.

Image attribution: WDnet Studio – stock.adobe.com

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