Optimisation score is an indication to how well your account is performing. This is given as a percentage of 0% to 100%, with 100% meaning that your account is as optimised as it possibly can be.
You can find your optimisation score in the recommendation section of your Google Ads account.
Google analyses key areas across your account to evaluate how well your profile is optimised. They then take it a step further and recommend actions you should take where there is room for improvement.
The more of an impact these actions will have on your account, the more weighting they will have on improving your optimisation score.
Google displays the percentage you can improve your optimisation score by for each action that they recommend. They also give reasoning behind the suggested action in grey italic text which you can see on the image above.
What factors effect your optimisation score?
Your optimisation score is based on several different aspects of your ad campaign such as;
- Bids and Budget
- Ads and Ad Extensions
- Keywords and Targeting
You are given an optimisation score on Google Ads at account level which takes into consideration all the campaigns within your Google Ads account. You can also delve deeper and find out the optimisation score for each individual campaign.
Important note: Google only provides an optimisation score for search campaigns, not display campaigns. Optimisation score is also only available in Google Ads, not Adwords Express.
Take optimisation recommendations with a pinch of salt
Everything is not always as it seems with Google. Remember, at the end the day Google is a business that wants to make money. If they can ‘recommend’ you to change your bidding strategy to one that would spend your money quicker and easier for example, why wouldn’t they?
After taking a detailed look at the recommendations given in our own Google Ads account, it’s safe to say they aren’t always necessary. So our advice to you is tackle your recommendations with some scrutiny. Make sure you have carefully analysed whether Google’s recommendation is actually the right decision for your campaign. Also bear in mind that each ad campaign may have a different goal, so one recommendation might be fine for one ad campaign but not for another.
The last thing to mention in this post is that you do not have to action any of Google’s recommendations. You can choose to dismiss them by clicking the 3 vertical dots on each recommendation and selecting dismiss all. This will still increase your optimisation score but will be shown as a grey section of the percentage bar to show you haven’t actually followed the recommendation.
We hope you’ve found this post a useful one. If you have, keep an eye out for new Google Ads content coming your way very soon!