You've probably seen the campaign optimization percentage score in your Google Ads account. Some numbers are shown there, many don't understand anything, and immediately start clicking on some automatic recommendations or calling their PPC specialist with the words - "Why is the campaign optimization score so low? You're not working well, let's increase it." To avoid such stupid situations, we'll explain how important the Google Ads optimization score is.
The Google Ads optimization score is an internal, machine-based assessment of the quality of campaign or account optimization from 0 to 100%, which is calculated online.
The purpose of the Google Ads optimization score is to show:
👉 how effectively the campaign or account is optimized;
👉 what growth reserves there are;
👉 offer ways to increase efficiency in the form of recommendations for optimizing campaign or account settings.
Many people, having seen the low optimization percentage, immediately start to get nervous and make hasty decisions, thinking that their sales will increase. Is it true? Indeed not!
Yes, the optimization indicator takes into account how the latest innovations in campaign settings and Google Ads account are implemented, but it does not take into account:
👉 the advertiser's real business goals;
👉 the real state of affairs in the advertiser's business;
👉 possible budgets and the advertiser's real return on advertising.
Yes, the optimization indicator will improve some internal metrics, for example - CTR, click price, number of impressions and clicks, but it will not always be aimed at the advertiser's final result. Conversions are not always the advertiser's final goal, often these are just intermediate actions in business. This is the problem with this indicator, and those who pay much attention to it.
Yes, it is worth paying attention to it, since machine verification can still find some errors made by a PPC specialist, but at the same time you should not worry if it is, for example, 50% and everything is fine with advertising.
Not all effective ads have a high optimization percentage, and a high optimization percentage does not always mean that the ad is effective. This is just an internal Google Ads metric.
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