What Is Google Ads Optimization Score & How to Improve It?

The Google Ads optimization score is an incredible tool for advertisers seeking to maximize their campaign performance. This score provides a snapshot of how well your Google Ads account is performing and offers actionable insights on how to enhance it. Understanding and improving your optimization score can lead to more effective ad campaigns, better return on investment (ROI), and increased overall campaign efficiency.

In this article, we will explore what the Google AdWords optimization score is (now simply called Google Ads), how it is calculated, and provide practical strategies to improve it and achieve breakthrough results in your campaigns. Whether you are a seasoned marketer or new to Google Ads, understanding the optimization score is crucial for making informed decisions that drive better results.

What Is the Google Ads Optimization Score?

The Google Ads optimization score is a dynamic metric that evaluates your account’s overall health and performance potential. It provides a clear report of how well your account is performing, based on various factors, and offers actionable insights to enhance your campaigns. The score ranges from 0% to 100%, with 100% indicating that your account is configured to maximize its potential for achieving your advertising goals and is fully optimized according to Google’s standards.

Currently, the Google score applies to the following campaign types:

• Search Network campaigns
• Display Network campaigns
• Video advertising campaigns (including video auctions)
• Shopping campaigns

This Google Ads optimization tool provides valuable recommendations tailored to your specific account. These recommendations address areas for improvement and suggest specific actions you can take, such as optimizing keyword relevance and match types; adjusting bids for better campaign performance; enhancing ad copy for higher click-through rates (CTR), and improving audience targeting for a more qualified reach.

The optimization score is not just a static number. It dynamically reflects the ongoing adjustments and optimizations within your account. Think of your Google score as a roadmap for your advertising journey. By regularly reviewing this score, advertisers can identify areas for improvement and capitalize on growth opportunities. 

What Does It Tell You About Your Account?

The optimization score provides valuable insights into various aspects of your Google Ads account. Here’s how it helps advertisers:

• Performance Assessment: The score assesses how well your campaigns are set up and how effectively they are performing. 
• Identification of Improvement Areas: By analyzing different components of your campaigns, the score identifies areas that need improvement, such as keywords, bid strategies, and ad creatives.
• Opportunities for Growth: The score not only points out weaknesses but also identifies growth opportunities. It suggests new strategies and ad optimizations that can enhance your campaign’s effectiveness and reach.

How to Check Your Optimization Score

Your optimization score is readily accessible within the Google Ads interface, allowing you to monitor its progress easily. Here’s a step-by-step guide to locating your score:

1. Sign in to your Google Ads account.
2. Once logged in, go to the left side menu and click the “Recommendations” tab. This tab provides insights and suggestions from Google on how to improve your account’s performance.
3. At the top of the Recommendations page, you will see your Google score displayed as a percentage. This score is prominently featured to help you quickly assess the health of your account.

You can view the optimization score at various levels:

• Campaign Level: Click on any individual campaign to see its specific optimization score and recommendations.
• Account Level: The overall account optimization score is displayed on the Recommendations page.
• Manager Account Level: If you manage multiple accounts, you can see an aggregated optimization score for all linked accounts in the manager account view.

Understanding Your Google Ads Optimization Score

At the top of the Recommendations page, you’ll notice several key details about your Google score. The most prominent detail is the numerical value of your score, ranging from 0% to 100%.

• High Score (80-100%): Your account is well-optimized and performing at or near its full potential. Your campaigns are set up and running effectively, adhering to best practices. Continue monitoring and refining your strategies to maintain this high level of performance.
• Medium Score (50-79%): Your account has areas for improvement, but it’s still performing reasonably well. Review the recommended actions to identify opportunities for further account or ad optimization.
• Low Score (0-49%): Your account has significant room for improvement. Many critical aspects of your campaigns might need attention. Prioritize implementing high-impact recommended actions to address performance bottlenecks and enhance overall effectiveness.

On the same page, you will also see the focus of optimization — conversions, impression share, clicks, or another metric based on your campaign goals —, the basis of your focus, specifying it is based on a bid strategy you’ve set or a recommendation from Google Ads, and the status icon:

• Green Checkmark : This indicates Google Ads understands your bid strategy and is optimizing based on your chosen goals.
• Yellow Question Mark : This suggests Google Ads might not fully grasp your bid strategy and is proposing an alternative focus based on recommendations. Consider reviewing and potentially adjusting your bid strategy for better results.
• Red Minus Mark : This less-than-ideal scenario typically occurs when your Google score defaults to a conversion focus despite having a different bid strategy in place. It’s a prompt to revisit your bidding strategy settings and ensure they align with your campaign objectives.

Just like tracking other key performance metrics, it’s crucial to review your optimization score regularly. This ongoing assessment allows you to identify areas for improvement, enhance your campaigns’ effectiveness, measure progress, and make data-driven decisions. 

How Is the Google Ads Optimization Score Calculated?

The Google Ads optimization score is calculated using a sophisticated blend of real-time data, machine learning, and account-specific factors. Understanding how this score is calculated can help you make informed decisions and optimize your Google Ads strategy effectively. Some factors considered are:

Real-Time Data

The Google score is calculated in real-time, reflecting the latest statistics, settings, and status of your account and campaigns. As you make changes and implement recommendations, the score updates immediately, providing a dynamic and current evaluation of your account’s health.

Account Settings

Your account settings significantly impact your optimization score. These settings include your budget, bid strategies, targeting options, and more. Ensuring these settings align with your campaign goals is crucial for maximizing your optimization score.

Campaign Performance

Google analyzes your campaign performance metrics, such as CTR, conversion rates, and return on ad spend (ROAS). High-performing campaigns with well-optimized keywords and ad copies contribute positively to your optimization score.

Keyword Relevance

The relevance of your keywords to your ads and landing pages is another critical factor. Your Google score takes into consideration how well the keywords match user search queries and the quality of the resulting user experience.

Recent Recommendations History

Google also considers your history of implementing recommendations. Accounts that consistently follow Google’s suggestions may receive a higher score, reflecting their proactive approach to optimization.

Machine Learning and Predictive Modeling

Machine learning plays a pivotal role in calculating the optimization score. Google leverages advanced machine learning algorithms to analyze past performance data and predict future opportunities. This process involves examining your unique account structure and similar accounts in your industry, conversion actions, and overall setup. By applying predictive modeling, these tools can forecast the potential impact of various changes, identify areas for improvement, and offer personalized recommendations that align with your business goals.

What Types of Suggestions Will I Receive?

When you review your Google Ads optimization score, you will receive suggestions designed to improve the performance of your campaigns. These recommendations are tailored to your account’s needs and are based on the latest data and trends. Here are some common suggestions you can expect and how they aim to enhance your campaign effectiveness:

Keyword Optimization

• Expanding Keyword Reach: This suggestion might recommend adding relevant keywords to capture a wider audience searching for your products or services.
• Negating Irrelevant Keywords: Sometimes, your keywords might attract unwanted traffic. The score might recommend adding negative keywords to prevent your ads from showing for irrelevant searches.
• Optimizing Keyword Match Types: This suggestion could involve adjusting your keyword match types (broad, phrase, exact) to balance between reach and relevance.

Bid Adjustments

• Increase Bids for High-Performing Keywords: If certain keywords are driving a lot of conversions, Google might suggest increasing your bids to ensure your ads remain competitive.
• Decrease Bids for Low-Performing Keywords: For keywords that are not converting well, Google may recommend lowering your bids to reduce costs.
• Adjusting Bids Based on Device or Time of Day: This suggestion involves tailoring bids based on which devices or times your target audience is most likely to convert.

Ad Copy Enhancements

• Improving Ad Relevance: Google Ads might analyze your ad copy and propose edits to better align with your keywords and landing page content.
• Crafting Stronger CTAs: A strong CTA in your ad can significantly increase click-through rates. The score might recommend refining your CTAs to be more compelling.
• A/B Testing: Creating different ad variations with slight changes in copy or visuals to test which version performs best with your audience.

Landing Page Optimization

• Ensuring a Seamless User Experience: The score might recommend reviewing your landing page for mobile-friendliness, fast loading times, and clear navigation to ensure a smooth user experience after clicking your ad.
• Aligning Landing Page Content with Ad Message: The content on your landing page should be consistent with what your ad promises. The score might suggest revisions to ensure your landing page delivers a cohesive and relevant user experience. 

Budget Recommendations

• Increase Budget: If your campaigns are constrained by budget and missing out on potential impressions and clicks, Google may recommend increasing your daily budget.
• Reallocate Budget: Suggestions might include redistributing your budget from underperforming campaigns to those with higher potential.

Implementing Google Ads Optimization Suggestions: When and How

Implementing Google Ads’ suggestions can significantly enhance your campaigns’ performance, but it’s crucial to approach these recommendations strategically. The first step is to prioritize recommendations that directly support your overarching advertising objectives. Are you aiming for increased brand awareness, driving conversions, or maximizing ROAS? Ensure the suggested changes align with your desired outcomes, and implement those that support your long-term marketing strategy.

It’s also paramount to consider your target audience. Analyze the recommendations through the lens of your ideal customer to ensure they won’t alienate your core demographic. Furthermore, be mindful of your advertising budget: while some recommendations might promise significant improvements, they could also require increased spending. Evaluate if the potential benefits outweigh the additional costs.

However, before fully implementing any Google Ads optimization suggestion, consider running A/B tests. This type of test allows you to validate the effectiveness of the changes without risking your entire budget. And do not forget to continuously monitor the performance of the implemented recommendations, analyzing the data to determine if the changes produced the desired results.

While the Google score offers valuable guidance, here are some situations where a cautious approach is recommended:

• Disrupting Successful Campaigns: If your campaigns are already performing well, be wary of making drastic changes based on recommendations. Sometimes, maintaining a winning formula is better than introducing potential disruptions.
• Incremental Changes: Implement changes gradually rather than all at once. This helps in assessing their impact without jeopardizing the campaign’s current performance.
• Resource Constraints: Consider the resources required to implement the changes. Some suggestions might demand more time, effort, or technical expertise than you currently have available.
• Market Changes: Be aware of market conditions and trends. Recommendations based on historical data might not always be applicable in a rapidly changing market environment.

What Is a Good Optimization Score for Google Ads?

The Google Ads optimization score isn’t a one-size-fits-all metric. An optimization score above 80% is generally considered good, and achieving 100% means you have adopted all of Google’s recommendations. However, it is crucial to remember that a perfect score is not always the ultimate goal. The relevance and applicability of the recommendations to your specific business goals should take precedence. 

It’s always important to interpret your Google score within your specific context. Newer or smaller accounts, for instance, might struggle to reach the same score as larger, well-established ones within the same industry. Different industries have varying benchmarks for what is considered a good optimization score. For example, highly competitive industries like finance and insurance might have different optimization standards compared to less competitive sectors.

Different campaign types (Search, Display, etc.) have unique optimization criteria. Additionally, your specific campaign goals (brand awareness, conversions, etc.) will influence the recommendations offered and, ultimately, your score.

Instead of chasing a specific number, emphasize continuous improvement. A steadily increasing score over time suggests you’re optimizing your campaigns effectively. The optimization score and its associated recommendations are valuable tools to identify areas for improvement. 

How to Increase Optimization Score in Google Ads

Improving your Google Ads optimization score is key to enhancing your campaign performance and achieving your marketing goals. Google will assist you in this task by providing some suggestions, but ClickGUARD has prepared a list of additional actions to elevate your ad score. In this list, you will also find strategies to ensure your efforts are effective and aligned with your overall marketing objectives.

Prioritizing High-Impact Actions

Don’t get bogged down by every suggestion. Focus on the recommendations that most closely align with your overarching marketing goals and campaign objectives. Ask yourself:

• Impact on Account Needs: Which recommendations address your specific account and business needs most effectively?
• Ease of Implementation: Prioritize changes that are easier and faster to implement, allowing you to see results quickly.
• Direct Control: Focus on recommendations that offer you more direct control over your campaigns, aligning with your desired optimization approach.

Quick Win Strategies

Here are some tactics that can yield rapid improvements to your optimization score:

• Expand Your Audience Reach: Consider adding relevant “observation” audiences to broaden your targeting scope.
• Resolve Negative Keyword Conflicts: Identify and address any conflicts within your negative keywords to ensure they’re working as intended.
• Fix Missing Elements: Address ad groups lacking keywords or ads, and rectify any ad disapproval that might be hindering campaign performance.
• Optimize Campaign Settings: Review and adjust campaign settings as needed to ensure they align with your goals.
• Leverage Ad Extensions: Incorporate ad extensions like location or call extensions to provide users with additional valuable information about your offerings.

Filtering Recommendations and Maintaining Control

Not all recommendations are created equal. Here’s how to exercise selective judgment:

• Dismiss Recommendations if Needed: For suggestions that don’t align with your current goals, utilize the “dismiss” option to prevent them from impacting your overall optimization score. Remember, dismissed recommendations might reappear if the issue persists.
• Provide Feedback for Dismissed Recommendations: Briefly explain why you’re rejecting a recommendation. This valuable feedback helps Google refine its suggestions in the future.

Recommendations to Approach with Caution

While valuable, some recommendations might require a closer look:

• Redundant Keywords: Analyze suggestions for redundant keywords to ensure they don’t negatively impact campaign performance.
• Search Partner Network: Carefully consider enabling the Search Partner Network, weighing the potential for increased reach against potential limitations on control over placements.
• Keyword Suggestions: Evaluate keyword suggestions thoroughly to ensure they align with your target audience and overall campaign strategy.
• Adding Suggestions: Don’t blindly accept all suggestions for adding elements — prioritize those that strategically enhance your campaigns.

The Google Ads optimization score offers a wealth of insights to propel your campaigns forward. But ultimately, there’s no single “perfect” optimization score. Focus on continuous improvement, using Google’s guidance as a roadmap, while maintaining control over your campaign strategy. By consistently monitoring your ad score, implementing strategic adjustments, and embracing a testing culture, you can elevate your Google Ads campaigns to new heights and achieve remarkable results.