How to deal with Optimization Score ?

2 years ago
Alex Massart


First of all what is Optimization Score ?



In the words of  Google “Optimization score is an estimate of how well your Google Ads account is set to perform. You can easily tap into your Google Ads account’s maximum potential by checking the optimization score and following the listed recommendations that meet your business goals. “


In a nutshell, all ads used in Google Ads whether it is for SEA,Gmail or Google Display Network receive a score. This score is based on a series of variables from Google.

Therefore Google gives you advice on how to enhance your score.

But is it worth it ? Where can you find Google recommendations ? Should I aim for a 100% Quality Score ? What should i focus on to improve my OptiScore ?


Where to find my Optimization Score ?


To access your Optimization score and get recommendations, nothing complicated just select the “Recommendations” in your Ads Manager

The impact of the recommendations is shown in a percentage , contributing to the optimization score, adding up to 100%.


Should you aim for a 100% Quality Score ?


What does the word optimization stand for ? You can optimize your bidding strategy, you can optimize your Impression Share, you can optimize your Ad copy, you can optimize your keywords, your landing page and so on…

Here Google proposes a single view to measure your account optimization, is it a good idea when we’ve seen above,  there are so many touchpoints and such a variety of objectives ?

A good reminder to this is to remember that in pay-per-click there is pay, and that Google benefits from a lot of those recommendations.

But a good landing page can help you reduce bounce rates and conversion rate and this without needing to raise your Google Ads budget.

So a recommendation can have a different meaning for all of us, here you need good common sense and see if Google’s recommendations make sense for your campaign or your business.

For example, one of the recommendations of Google will be to raise your budget, but when working for clients, budget is often fixed, so it is not always an option.

Another recommendation from Google will be to add “XYZ” as a keyword, but that keyword might not be relevant to your campaign, it might be too general for the niche you are trying to reach.

So no, we would not recommend to aim at a 100% of Optimization Score, but it can be more than profitable to tend to an above average quality score.


How to improve my Optimization Score ?


First and most important:

If a proposed optimization is not relevant : dismiss it

Dismissing recommendations can positively influence your Optiscore. 

Here are the main focus point of the Optimization Score :

Repairs : Simple but effective changes like ‘Ad group without keywords’ or ‘Ad group without Ads’ or ‘Improve Mobile page speed’  that can impact your score directly.

Bidding & Budget : Most of the times Google will recommend to raise your budget, but some relevant recommendations like ‘Switching to Target CPA’ or ‘Target Impression Share’ can impact you score

Keywords & Targeting: Here it is recommended to ‘Add new Keywords’, ‘Remove non–serving keywords’ or ‘Expand Reach with Google Search Partners’

Ads & Extensions: Enhance you Ad with ‘Callouts’, ‘Structured Snippets’, ‘Price Extensions’ etc.

Automated campaigns :  Switch to Smart Shopping campaigns


Conclusion :


All recommendations are not equal. As we mentioned before you should aim your focus on the recommendations which will positively impact your business, not Google.

A lot of those recommendations are ‘free’ and will not impact your budget but can impact your campaigns.

You can use the recommendations, as a ‘safety tool’, to check if your campaign is OK and you did not forget something or made a mistake.

We would recommend to test & learn, at Clicktrust we check Optimization Score of our campaigns on a weekly basis and we aim at a minimum Optimization Score of 70%. Anything below that would mean that most likely, something is wrong with the campaign setup, while recommendations above the 70% are often situational and to be applied only if they make sense.