About optimization score

Optimization score is an estimate of how well your Google Ads account is set to perform. Optimization score runs 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 optimize each campaign. Each recommendation shows how much your optimization score will be impacted (in percentages) when you apply that recommendation. Applying or dismissing these recommendations changes the overall optimization score of your account. Optimization score is available at the Campaign, Account, and Manager Account levels.

Note: Optimization score is shown for active Search, Display, Video Action, and Shopping campaigns only. Optimization score is not used by your Quality Score. Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. While both scores are meant to provide actionable feedback to help improve the effectiveness of campaigns, optimization score provides a more holistic view of your account’s health.

How Google Ads calculates optimization score

Optimization score is calculated in real-time, based on the statistics, settings, and the status of your account and campaigns, the relevant impact of available recommendations, and recent recommendations history.

Optimization score and available recommendations can change based on many factors, ranging from your settings to trends in the ads ecosystem. You may see a different score and a new set of recommendations when these changes happen.

Optimization score focus

Optimization score and recommendations are focused on your business objectives, like maximizing conversions or conversion value. Recommendations are tailored to your unique campaign data and Google’s forecast models, and a recommendation will only exist for a particular account or campaign if it drives towards that business objective.

Optimization score is able to determine your campaign’s goal through your bid strategy. If your campaign is in the optimal fully-automated Smart Bidding strategy, your goal is openly expressed. If your campaign is not in such a strategy, your campaign goal is derived from the recommended Smart Bidding strategy, which is based on your account and campaign data.

  • If your campaign bid strategy is Target ROAS, optimization score is geared towards driving more conversion value at a similar ROAS, like expanding targeting and ensuring the budget isn’t constraining additional high value conversions.
  • If your campaign is using Maximize Clicks and is reporting conversions, you may see a recommendation to adopt a performance-focused Smart Bidding strategy like target CPA to help you drive more conversions.

You have the ability to further personalize your optimization score. You can override the inferred performance objective by expressing performance objective through opting into max conversions, max conversion value, target CPA, target ROAS, or target IS. You can adjust which conversions are used for optimization to match your business goals with the "Include in 'Conversions'" setting.

To view the focus of your optimization score, navigate to the Recommendations page in your Google Ads account.

At the top of the page, you’ll see a few details about your optimization score:

  1. The focus of your optimization score, which can be conversions, impression share, clicks, etc.
  2. The basis of your focus - either a bid strategy you set or a recommendation from Google Ads.
  3. A colored status icon:
    • A green checkmark Recommendations Feature | Green check mark means Google Ads understands your bid strategy, and has focused on a goal based on that bid strategy.
    • A yellow question mark Recommendations Feature | Yellow question mark means that Google Ads does not understand your bid strategy and your focus is based on recommendation.
    • A red minus Recommendations Feature | Red error mark means that your optimization score has defaulted to a conversion focus, which can be remedied by setting a new bid strategy.

Optimization score focus [UI screen]

Set up conversion tracking to reflect your objectives and use the most optimal Smart Bidding strategies to achieve your goals. Learn more about conversion tracking set up

Working with recommendations

Optimization score comes with recommendations on how to improve the performance of your campaign. These recommendations are based on performance history, campaign settings, and Google search volume and trends.

Each recommendation comes with a score uplift, which is a value from <0.1% to 100%. Score uplift reflects the estimated impact of the recommendation on overall campaign metrics, when possible.

It may be possible that the total score, if all individual recommendation scores were summed up, could add to more than 100. This is because when you apply some recommendations, they’ll invalidate a few other recommendations.

For example, when you're on the Recommendations page for your account and apply a recommendation that has a score uplift of 5%, your account’s optimization score increases by 5%. Your account can reach an optimization score of 100% by applying or dismissing all recommendations.

Apply recommendations

Recommendations can help you get more out of your budget, by improving your bidding, keywords, and ads, which may increase the overall performance and efficiency of your campaigns.

To apply a recommendation, click View on the recommendation you want to use, and then click Apply. To apply all recommendations within a specific type, click Apply all in the recommendation card.

Dismiss recommendations

If a recommendation doesn’t seem relevant to your ad campaign, you can dismiss the recommendation. To dismiss a recommendation, hover your cursor over the top-right corner of the recommendation, and then click the X to dismiss the recommendation. To dismiss all recommendations within a specific type, click the 3-dot icon 3 dot menu icon in the recommendation card, and then click Dismiss all. You can see the total score attributed to dismissed recommendations. A dismissed recommendation can reappear after a certain period if it becomes relevant then.

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