For google ads users and ppc experts running google ads campaigns, there is new knowledge. If you haven’t noticed yet, there is a new optimization score available in your accounts’ Recommendations tab. At the google marketing live event in July, google first revealed plans to include an optimization score feature in the new AdWords.
Your optimization score and recommendations assist you in prioritising the most appropriate steps to boost account performance. On average, marketers who improved their account-level optimization score by ten points saw a 10% rise in conversions. The count of google optimization campaigns has recently been extended to include Shopping campaigns. They’re a supplement to the search campaigns. The aim is to provide more real-time advice to help you improve your account’s overall results.
We’ll look at what the latest optimization score means for your google ads accounts, as well as how much you should pay attention to it.
It’s a rating based on Google’s suggestions.
Your Optimization Score is a prediction of how good you’re doing based on Google’s suggestions. For ppc marketing companies, the ratings range from 0 to 100 percent. They are completely dependent on how well you execute these recommendations. The score is measured in real-time and is dependent on several different variables, according to Google’s optimization support page. The optimization score takes into account the following factors:
Your account’s and campaigns’ statistics, settings, and status
The effect of available recommendations that are relevant
History of recent recommendations
The ad ecosystem’s patterns
Google examines each category and then weighs suggestions that it believes can help the google ads campaigns perform better.
Putting advice into practise improves the optimization score.
Your score is shown alongside a list of google reviews, each of which indicates how much it can improve your score. According to Google’s help page, accepting or rejecting these suggestions affects your account’s overall optimization ranking. At the Campaign, Account, and manager account levels, the optimization score is visible. It’s also worth noting that the Optimization Score is still in beta and currently only appears for Search campaigns.
More information is revealed by clicking on each suggestion.
Additional details, such as modifying bidding strategies, introducing new ad units, and using extensions, is shown in each proposal. In addition, google displays the approximate impact of each suggestion if it is followed. In addition, the rationale behind the suggestion is shown initalic text. It’s a new, if basic, look at what Google can do to change things.
Erick Smith, senior paid search manager at CPC Strategy, points out that optimization suggestions would only appear for Target CPA for the time being. It’s most likely because lead-gen conversions account for the majority of Google’s conversion results. In the future, they will make recommendations for Target ROAS.
examine optimization recommendations carefully.
The Optimization Score is a new function in the AdWords suite of tools. However, search experts point out that the suggestions aren’t always needed. As a result, it’s best to assess your ideas on a case-by-case basis.
This function may be beneficial to a ppc specialist firm, but it should be used with caution. Some recommendations are reasonable, whereas others, such as putting unique keywords in an ad category that already contains them, are not. Erick Smith, Senior Paid Search Manager at CPC Strategy, also noticed it.
What would happen if you don’t follow the suggestions?
You are not obligated to enforce any of the recommendations because you have the ability to reject them. Even if you decline a suggestion, it will still contribute to your Optimization Score. According to Chris Pezolli, senior retail search manager at CPC Strategy, dismissing all of the recommendations would improve the overall optimization score. They will, however, appear in the bar as a grayed-out part.
Google Shopping’s Two Levers for growing ad sales
The two factors that have consistently influenced campaign efficiency have been google shopping success.
Google uses the quality score to determine where the goods should be ranked. When a product is triggered by a search question, the highest bid does not always win. Ads that are important, useful, and secure for the user are what Google is looking for. This is achieved by measuring a quality ranking. The auction could not be won by stores with a high bid but a low quality ranking. It’s a mix of consistency and commitment that determines where the goods rank.
shopping ads have a more ambiguous rating ranking than search ads. The quality score formula for shopping advertising has been kept a secret by Google. In their help documentation, they sometimes refer to it as “product history” or “feed consistency.” one explanation may be to prevent rivals such as Bing from copying their advertising scheme. The more likely explanation seems to be to shield their network from advertisers, similar to how their organic search algorithms are hazy. However, google educates its users, just like seo best practises, so that we can boost a store’s presence on the channel. It all comes down to how you can provide better service to the individual who is Googling.
There are also more quick fixes and best practises for raising your quality score. Examine all of your feed’s attributes to see if they can be promoted. Title, definition, product type, specific product identifiers, and photographs are among the most influential.
Bids are approved.
Bidding is the second most important aspect of a successful shopping campaign. Paying too much for a click will eat into your PPC earnings. If you pay too little, your ad will not receive enough impressions or clicks to generate sales.
The aim is to submit the appropriate bid to the appropriate goods at the appropriate time. Ad category and product group segmentation helps you to fit the right deal to the right product. It is here where you must determine which products receive the most impressions and clicks, and then segment your product groups accordingly so that you can submit the required bids. bid modifications allow you to use the most suitable proposal for the right people at the right time. Devices, locations, ad schedules, and viewer lists are the four main bid changes for shopping campaigns.