An Overview of Google Ads Optimization
Does your business invest in pay-per-click (PPC) advertising on Google search? If so, utilizing the Google Ads optimization score is crucial. It helps ensure your search campaigns reach potential customers and lead to conversions.
What Is Google Ads Optimization?
Google Ads optimization involves reviewing your account data and making changes to maximize performance. The digital marketing landscape changes quickly, so optimization helps ensure your PPC campaigns perform at their best.
For example, a long-tail keyword may have performed well last month, but if the cost-per-click (CPC) rises significantly, it might be worth pausing that keyword and focusing on lower CPC options.
What Is a Google Ads Optimization Score?
The optimization score predicts how well your account will perform on a scale of zero to 100, with 100 meaning your account is performing at its maximum potential. Google provides recommendations to help optimize each campaign, detailing how much each suggestion will impact the score.
This is different from the Quality Score, which benchmarks your ad’s performance based on metrics like expected clickthrough rate (CTR), landing page experience, and ad relevance.
What Is a Good Optimization Score for Google Ads?
Aim to keep your account above 70% optimization. By actively reviewing your account, you can achieve a score of 90-100%. Personalize your score by choosing a performance objective, such as:
- Max conversions
- Conversion value
- Target CPA (cost-per-action)
- Target IS (impression share)
- Target ROAS (return on ad spend)
How Is Your Google Ads Optimization Score Calculated?
Google uses real-time data to determine the optimization score. Factors include:
- Advertiser status
- Current results
- Account match with recommendations
- Recent recommendation history
- Campaign settings
- Market trends
Google also assesses your bid strategy to offer new recommendations based on your goals.
How Often Should You Optimize Google Ads?
There’s no exact schedule for optimizing Google Ads, but consider factors like your ad budget, business goals, competition, and historical data. Typically, it takes four to eight weeks to gather enough data for optimization, though larger budgets may reduce this timeline.
Optimization Tasks by Frequency
Daily Tasks:
- Check bids and bid strategies (unless using automated bidding)
- Monitor fluctuations and adjust campaign settings
- Track budget trends
- Fix disapproval alerts, especially for ad extensions and site links
Weekly / Biweekly Tasks:
- Add negative keywords
- Analyze search term reports
- Make bid adjustments
- Update keyword and negative keyword lists
Monthly Tasks:
- Review geolocation strategy, conversion data, and budget
- Analyze demographic data
- Test ads and retire old campaigns
Remember, optimizing your landing page is just as important as optimizing your ads. A/B testing remains essential, especially for responsive search ads.
Why Use Google’s Optimization Score and Recommendations?
Leveraging Google’s optimization score and recommendations offers several advantages:
Guide Your Campaign Strategy
Google’s AI generates data-driven insights to improve your advertising efforts.
Identify Campaign Issues
Your optimization score highlights potential problems across campaigns, helping you manage multiple channels effectively.
Accurate Progress Forecasts
The estimated impact of recommendations is accurate, giving you a clear view of future campaign performance.
Challenges with Google’s Recommendations
While helpful, Google’s recommendations aren’t perfect. Algorithms may suggest actions that don’t improve campaign performance. Instead of relying solely on recommendations, manually review your keyword bids to maximize ROI. While AI is powerful, it can’t replace human insight.
Additionally, the optimization score is just one metric. Focusing solely on it could cause you to lose sight of broader business goals.
Get Help with Your Digital Marketing Strategies
Your Google Ads optimization score can maximize your search campaigns, but keeping up with continual optimization can be challenging for busy business owners. If you need assistance, the SEO experts at Digital Neighbor can help you improve your digital marketing strategies. Whether you’re an eCommerce business or a local company, we’re here to help!
