The Google Ads Optimization Score - How to use (and not use) this new report
One of the new additions to the Ads interface is the optimization score. The Google Ads optimization score is Google's way of telling you how well your account is doing, and what you need to do to improve your results.
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2:48 Google Ads optimization opportunities and strategies
6:13 Ads optimization score
But is this score beneficial? Or is it just Google's way of pushing us to spend more money on advertising, disguised as help?
In this video, we are going to dissect the Google Ads optimization score. We'll look at how Google calculates this score.
Then we'll break down Google's optimization recommendations. We'll determine which suggestions are useful, and which recommendations you might be better off ignoring.
Follow along to learn how to use (and not use) the Ads optimization score.
One score to quantify all your optimization opportunities?
Until recently, there wasn’t a reliable and unbiased indicator to tell you which adjustments to your account are likely to have the most significant impact.
You could use third-party tools to grade your account.
But no single, native Google Ads metric explained how your account was performing overall.
Until now...
What is the Adwords optimization Score?
Oops, I meant to write Google Ads optimization score there.
Your optimization score is an account performance grade ranging from 0 to 100%. The score is calculated based on the results you've earned, your settings, and your status as an advertiser.
The score factors in how well your account matches Google's recommendations. And it also measures how much of an impact fully adopting Google’s automated suggestions would have on the results Google values.
Now, as helpful as this score sounds, we don’t want to follow Google’s machine-generated advice blindly. So let’s go inside my account, take a look at my score and see how we can use this information.
Account optimization score
As you can see, my optimization score is front and center in my recommendations tab. And it’s not all that impressive - a 77.3%. If Google were handing out letter grades, I'd be getting a C+.
But if you have taken any of my PPC training courses before, then you know that I don’t always follow Google's recommendations. And that’s because Google’s objectives are not always the same as mine. Google wants me to maximize my bids, and I want to maximize my profit. Sometimes those objectives work in harmony and sometimes they don’t.
Campaign level optimization score
There are a couple of other important things to note about this feature. You can also get an optimization score at a campaign level.
Adjusting your optimization score
You can improve your optimization score by dismissing Google's recommendations. But, if you're going to reject Google's suggestions, be prepared to answer for your decision! Google isn't going to let you off the hook without knowing why you don't like their advice.
Interpreting your optimization score
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