Optimisation score is an estimate of how well your Google Ads account is set to perform. Optimisation 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 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.
How Google Ads calculates optimisation score
Optimisation 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.
Optimisation 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.
Optimisation score focus
Optimisation score and recommendations are focused on your business objectives, like maximising 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.
Optimisation 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, optimisation 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 Maximise 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 personalise your optimisation 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 optimisation to match your business goals with the 'Include in "Conversions"' setting.
To view the focus of your optimisation 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 optimisation score:
- The focus of your optimisation score, which can be conversions, impression share, clicks, etc.
- The basis of your focus – either a bid strategy you set or a recommendation from Google Ads.
- A coloured status icon:
- A green tick-mark means that Google Ads understands your bid strategy, and has focused on a goal based on that bid strategy.
- A yellow question mark means that Google Ads does not understand your bid strategy and your focus is based on recommendation.
- A red minus means that your optimisation score has defaulted to a conversion focus, which can be remedied by setting a new bid strategy.
Working with recommendations
Optimisation 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 optimisation score increases by 5%. Your account can reach an optimisation score of 100% by applying or dismissing all 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.
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-hand corner of the recommendation, and then click the X to dismiss the recommendation. To dismiss all recommendations within a specific type, click the three-dot 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.