The value of Google Ads optimisation score
We know, Google Ads may not be the most glamorous subject – but it’s a necessary one to cover if you want to make sure your marketing efforts are getting results. Google Ads defines their optimisation score as “an estimate of how well your Google Ads account is set to perform. Optimisation scores run from 0% to 100%, with 100% meaning that your account can perform at its full potential.
Along with the score, you’ll see a list of recommendations that can help you optimise each campaign. Each recommendation shows how much your optimisation score will be impacted (in percentages) when you apply that recommendation. Applying or dismissing these recommendations changes the overall optimisation score of your account. Optimisation score is available at the Campaign, Account and Manager Account levels.”
According to Google, they use your account status, settings and statistics, plus trends in the ad’s ecosystem, to provide the score and the recommendations. The true value of the relatively new addition to the platform is most apparent for small businesses that currently run their own paid search marketing or agencies that don’t have the support of Account Managers at Google.
The feature is similar to the Galaxy Optimisations initiative for managed agencies in the Google Premier Partner programme, where Google account managers will provide Google Ads product features and recommendations based on the client objectives, industry trends and account/campaign health checks. As it was so successful in increasing revenue, the logical next step is to bring a similar approach on a smaller (and more user friendly) scale to the rest of the user base.
What recommendations should you then consider? All of them. Just make sure the recommendations align with your marketing strategy and will deliver the results your business needs. Overall, budget-oriented suggestions are always the biggest score bumpers. Not surprising, they deliver more clicks and impressions which results in more traffic and brand awareness for your business and more revenue for Google, but traffic without a strategy is just wasted media spend.
It’s also always worth remembering that even small budget increases can have a big impact in the long run. In one of our recent campaigns, Google Ads recommends a budget increase of approximately £70 extra a week for 22 clicks. Considering the cost per click of that account, this is reasonable, and the advice appears to be spot-on. I can apply the recommendation with one click, too, so very convenient.
However, if we step outside and look at the big picture, we would be authorising a daily budget increase from £15 to £40, which has the potential to change my monthly budget for that campaign from £450 to £1,200. That’s a 266% increase in spend but not the same percentage increase for clicks and certainly not for conversions.
With that being said, ‘Keywords & Targeting’ alongside ‘Ads & Extension’ sections normally give a pretty good indication of when you need to be more granular and organised with the ad groups and keywords, as well as when ad copy needs to be refreshed, a new product like responsive search ads will provide a boost to the account and make for easier split testing of copy or extensions will drive traffic with improved CTR. Test, test, test!
While Google strives to make our lives simpler, it seems like aspects of their platforms grow every more complex. They can be tricky waters to navigate, if you’d like a hand – give us a shout!