Why 100% Optimisation Score Is Not Ideal

As an established Google Ads agency, you’d imagine that we achieve an optimisation score of 100% every time we run ads for a client, though this is not necessarily the case.

As a PPC agency with years’ worth of experience and hundreds of campaigns under our belt, we know a thing or two about running ads – and we can assure you that when we’ve implemented some of Google’s recommendations in the past, we’ve had mixed results.

So, with this in mind, we thought we would go into further detail about why a 100% optimisation score is not always ideal.

What Is Google Ads Optimisation Score? #

Google’s optimisation score is an algorithmic estimate of how your Google Ads may perform.

You can score anywhere between 0 to 100%, with 100 meaning that, technically speaking, your account can perform at its maximum potential. Optimisation scores are available at campaign, ad group and keyword level.

Optimisation scores are shown for all campaign types including Search, Shopping, Display and Performance Max. Furthermore, Google has continued to expand this feature, and now includes recommendations to improve your score.

Why 100% Optimisation Score Is Not Ideal #

Of course there’s always room for improvement, but pushing for perfection could have a detrimental impact on your ads, no matter how they’re managed.

There are many reasons why a 100% score is not ideal, including:

• Optimisation scores are set by algorithms that don’t understand the key business objectives from a human perspective.
• Optimisation recommendations have the potential to exceed your accounts budget in terms of advertising spend, often bidding far too high for maximum ROI.
• Blanket adherence to optimisation overlooks the chance to fine tune your account and, in turn, undermines optimal performance.
• An optimisation score of 100% indicates that the account is over-charging and is algorithm compliant rather than business compliant.

In our experience, an average optimisation score of around 85%, meets the ideal balance between technical set up to benefit from algorithmic learning and the actual business needs of the account.

If you have any questions relating to the optimisation score on your account, please contact your Client Manager who will be very happy to assist you.