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What’s Your Google Ads Optimization Score?

by Brian Colling - April 30, 2020

Keeping up with the search engine marketing efforts of your company and managing Google Ads campaigns is time-consuming and can get confusing. PPC tools, bidding strategies, and how you operate your account all affect your Google Ads Optimization Score – a vital indicator of how well your ads are performing. The higher your score, the more confidence Google has in serving your ads.

So, how does the Google Ads Optimization Score work? And how do you improve your score? Let’s find out.

What is Paid Search & Why is it Important?

Before getting too deep into the weeds, let’s explain some critical elements of digital marketing. Paid for search is a scalable, often inexpensive method that connects your ads to the people seeking your products or services. Paid search marketing includes pay-per-click campaigns (PPC), which means you pay a negligible amount of money per customer click. PPC is a handy marketing tool because it gives you valuable information on your potential customer and is essential to getting traffic in today’s inundated global market. Consequently, it is considered one of the best ways to drive targeted traffic to your online store or business website. The best of the best in terms of paid per search tools is Google Ads. It is the gold standard of the marketing world. 

Google Ads is The Gold Standard 

If you want to operate an effective paid per search campaign, there is no better tool than Google Ads. After setting up an account and marketing campaign strategy, your optimization score is the best way to determine if the said campaign is working.

What is a Google Ads Optimization Score?

Marketing optimization is maximizing your marketing efforts to get the desired effect, mainly to turn clicks into customers or viewers into buyers. Therefore, your optimization score is an estimate of how well your Google Ads account is performing. Optimization scores range from 0% to 100%, with 100% meaning your account is performing at its fullest potential. According to Google, most accounts average only around 70%, while their best performing accounts average between 85%-95%. Google Ads will also offer recommendations on how to optimize each campaign. These recommendations come along with stats on how the changes will impact your overall optimization score. By applying or dismissing these recommendations, you can either improve your score or allow it to remain the same. 

How is an Optimization Score Calculated?

Your real-time optimization score calculation uses the following factors:

The statistics, settings, and status of your account and campaigns all influence your score. Most experienced Google Ads Managers change the default settings for things like campaign type, campaign sub-type, automatic bidding, and advanced location. Additionally, too many campaigns with statuses of Pauses, Removed, or Limited by Budget may influence your scoring.

The way you have put Google’s recommendations into action or if you ignored suggestions will have a scoring impact. Investigate repairs or technical issues, keeping your ads from being served in search results. Check for broken URLs, disapproved ads, and Google will flag empty ad groups.

Redundant keywords and non-serving keywords can stop your ads from showing. Having too few ads for effecting testing can hinder account performance. Underutilizing call extensions, price extension, site link extensions, and structured snippets are great ways to ad performance.

Google’s algorithms will play a role in your score and how your account compares your competitors: Google is always updating and making changes to how it determines which ads to show and how ads are ranked.

What Are Google Ads Optimization Tools?

Google offers a variety of tools designed to help you optimize your marketing efforts. A few of them are listed below: 

Keyword Finder & Keyword Research Tools: The keywords you use in your marketing are the heart and soul of an effective campaign. Without them, you will not achieve optimization. Therefore, make sure you are using the right ones for your business.

Google Analytics: This tells you what is happening with your ads, allowing you the opportunity to tweak anything that is not working as planned.

Google Trend: This gives you essential information on trending campaigns, so you know your campaign is up to date.

Invoca: This tool allows you to optimize your efforts with call tracking.

The Benefits of Hiring an Advertising Agency to Run Search Marketing

If the prospect of navigating AdWords seems daunting, let us do the work for you. There are many reasons to let us handle your Google Ads account, a few of which are listed below: 

More Experience: We have been doing this for ages and understand the ups and downs of the industry. We know when to change tactics, increase ads, or drawback some. Through our years of dedicated service to our clients, we have learned what works and what does not when it comes to effective marketing tactics. 

More Attention to Your Account: Running a business is hard enough without worrying about advertising campaigns. Let us handle marketing for you. Just focus on keeping your products and services fabulous. 

Direct Access to a Google Ads Rep: We have direct access to an AdWords rep who can advise on strategy and various optimization practices, allowing us to make your marketing campaign that much more effective.  Awareness of Updates: We stay abreast of all changes in the marketing industry. Therefore, we know what to do with your optimization scoring, recommendations, and best practices to create an effective campaign. 

You may also enjoy this article: Google AI: Should You Allow Google to Create Display Ads?

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