Ep 32: Google Ads Optimization Scores

Jul 13, 2021

If you manage any Google Ads accounts, then you’ve most likely seen something called an optimization score. On today’s episode of Marketing In 10, I’m going to tell you what that optimization score is and whether or not you should factor it into your management processes.

Hey everybody, Jim Lastinger here. Welcome to another episode of Marketing In 10. It’s early summer here, it’s late June when I’m recording this. So it’s good to have another batch of Marketing In 10 episodes coming out.

So we’ll jump right into optimization scores. So how many of you have the Google Ads app on your phone? If you do then you’re probably like me and you’re bombarded just about every single day with constant notification saying that your optimization score has dropped by 7% or something like that. So these notifications, they make them sound kind of serious. So you’re probably wondering what this optimization score is? Right off the bat, I’ll tell you that optimization scores aren’t critical, at least not at this point. They’re really just a measure of how many Google Ads recommendations of Google’s own recommendations that you’re following inside the Ad account. And as we’ve talked about on a previous episode, around Google account reps, Google’s recommendations aren’t everything they’re cracked up to be.

So most of the time, they’re not something that you need to be concerned with and they’re probably not always going to be in your favor if you do make changes. So I recommend going back and listening to the episode about an ad account reps. That was episode 31 and I’ll put a link to that in the show notes. To get a good optimization score, you have to go to the recommendations tab in Google Ads. And then when you’re there, you need to either implement or dismiss the tasks that they recommend for you. Some of the things there aren’t going to make any sense, like adding a bunch of broad match keywords to your ad groups, that doesn’t make any sense at all usually. But some things they might catch that actually do make sense, like you’ve got a negative keyword that’s blocking one of your keywords or something like that. Or sometimes it’s duplicate keywords and multiple campaigns so those can be valuable.

But the bottom line, if you do have free time and who really does, and you want to devote a bit of that to your optimization score, then feel free to dive in and take a look at the recommendations tab. But if you’re like me and you felt like your processes, processes you already have in place, are pretty strong and cover everything, then I typically would just ignore those recommendations and also ignore optimization scores. As always I’ll have a transcript of this episode up, that’ll be at jimlastinger.com/32. And that’s it for this week’s episode. I’ll be back soon with more Marketing In 10. Until then, take care, have a great day.

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