1. What are the benefits of optimization score?, 2. How does optimization score work?, 3. Check your Knowledge

Where do the points come from?

A combination of statistical models, simulations, and machine learning is used to assign points to each recommendation, based on the likelihood that it will enhance your account's performance. If a recommendation can have more impact, it's weighted more heavily toward your overall score.

Tip

As you grow with Google Ads, your optimization score can change. That's because our algorithm regularly discovers recommendations for your account and adds new suggestions based on real-time data. Scores may even decrease if our algorithm identifies new headroom in your account, such as changes in auction dynamics, an update to tracked conversions, and shifts in spend between campaigns. You may see a new set of recommendations when these changes happen.

Put optimization score to work for you

As you know, optimization score runs from 0% to 100% — and a higher number means an account is closer to performing at its full potential. But how does Google Ads calculate your score? And what does this mean for your business?

Knowledge check How are optimization score suggestions ordered on your Google Ads Recommendations page? Select the best answer. By least impactful optimization By most impactful optimization Alphabetically Randomly

By least impactful optimization By most impactful optimization Alphabetically Randomly Optimization score suggestions are ordered based on performance uplift, with the most impactful suggestions at the top of your Recommendations page.

Knowledge check How can optimization score help you enhance your advertising campaigns? Select the best answer. By providing real-time estimates of how your accounts and campaigns are performing By giving recommendations customized to your account's performance By generating recommendations across your accounts and campaigns All of the above

By providing real-time estimates of how your accounts and campaigns are performing By giving recommendations customized to your account's performance By generating recommendations across your accounts and campaigns All of the above Optimization score provides customized recommendations across your accounts and campaigns, as well as real-time estimates of how well your advertising is performing.

Which of the following factors wouldn't change an account's optimization score? Select the best answer. Changes in tracked conversions Shifts in spend mix Renaming campaigns Changes in auction dynamics

Changes in tracked conversions Shifts in spend mix Renaming campaigns Changes in auction dynamics

Optimization score has helped to improve a wide range of businesses, for example:

Hanapin Marketing, the agency behind the blog PPC Hero, sought to increase conversions. The agency made optimization score a central part of their account management routine — and it paid off. In one account, a specific recommendation led a campaign to a 44% increase in conversions and a 32% reduction in cost-per-conversion. wPromote, a digital marketing agency, was looking for ways to grow their accounts while keeping their budget stable. Optimization score was there to help. After changing their bidding strategy in a remarketing campaign, wPromote saw conversions increase by 20% and cost-per-conversion decrease by 16%.

What are the benefits of Optimization Score?

Instant With optimization score, you get real-time estimates of how your accounts and campaigns are performing. You can also make instant improvements by accepting recommendations. Customized Optimization score uses a variety of methods, such as statistical modeling, to give you recommendations tailored to your account's performance. Scalable Scores and recommendations are available for campaigns, accounts, and most manager accounts (MCCs). This allows you to apply recommendations across multiple layers of your advertising strategy.

Navigate the interface: What it all means

Optimization score A score of 73.5% means there's 26.5% optimization opportunity available across all recommendations for this account. Filter Narrow down your selection to show only specific recommendation types, like Keywords & Targeting. Optimization recommendations Recommendations are ordered based on performance uplift, with the most impactful suggestions at the top. In this example, this account could gain 3.69K conversions by adopting a new bidding strategy.

How do you see optimization score improving your advertising? Your anonymous response will be visible to others taking this course. A. By surfacing impactful recommendations B. By saving time that would've been spent on finding optimization opportunities C. By deciding which optimizations will increase performance D. By monitoring account health over time

Optimization score empowers you to improve your advertising in all these ways, so you can attract more customers and meet your business goals.

What does this mean for your business?

Optimization score is made up of over 50 recommendations, meant to help you make your advertising more efficient, reach new audiences, and spend smarter. The score is real-time responsive, so it's a snapshot of your optimization potential at a given time. That means you can instantly improve your account by applying recommendations that meet your business objectives.

Recap

Optimization score looks across key aspects of your campaigns to identify opportunities for improvement. Apply these recommendations to get the best results for your advertising budget.

How is your optimization score calculated?

Optimization score runs an algorithm that looks across key aspects of your accounts, including statistics, settings, and industry trends, to determine whether your campaigns are fully optimized. When optimization potential is detected, the system provides recommendations to close the gap. For example, an account with a score of 80% could improve its performance by 20% if the listed recommendations are adopted.

Navigate optimization score

Optimization score's intuitive interface makes it easy to understand and implement recommendations so you can reach more customers, wherever they are.

Why optimization score?

Optimization score, found on your Google Ads Recommendations page, estimates how well your Search campaigns are set to perform. The score runs from 0% to 100%. The higher your score, the more your account is running to its full potential. Along with your score, you'll see a list of optimization recommendations for increasing campaign performance and improving your score. With just a few clicks, you can apply recommendations to get the most out of your Google Ads investment.

See optimization score in action Hiroko is a digital marketing manager at Your Adventure, an online bike store. Spring is right around the corner, and her business is heading into an annual promotional week. With bicycle sales about to peak, she's looking to Google Ads to help drive online sales during this busy season. To start, Hiroko heads to the Recommendations page of her Google Ads account. Here, she finds optimization suggestions based on the performance of her different campaigns.

Room for improvement Hiroko can see that her optimization score is 80.3%. So she has room to boost her campaigns by nearly 20%. If she acts on each recommendation (by either applying or dismissing them), her account can achieve a score of 100%. Accepting recommendations Hiroko is eager to improve her campaigns to drive more sales. She accepts bid suggestions to increase the cost-per-click on her custom bike campaign, which drives the most sales. She then decreases bids on less popular search terms in her bike accessories campaign, which gets the least traffic. Achieving success After accepting recommendations, Hiroko feels confident that her Google Ads campaigns are ready to drive sales during her busy season. Using optimization score ends up helping Hiroko drive down cost-per-acquisition for each bicycle sale, resulting in a significant profit increase!

True or False: Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

True

What if you're using Search Ads 360

Your recommendations reflect your Search Ads 360 bid strategies and data sharing preferences. Contact your Search Ads 360 team for additional information. Learn more about data sharing preferences here.