It takes a lot of effort, innovation, and numerous hours of testing to create an impeccable Google advert.
But maybe you don’t have countless hours and you wish there was a method to test numerous advertisements per ad group without devoting too much of your precious and scarce time.
There is a way! It’s known as Google Optimisation Score, and it’s located in the Google Ads recommendations section.
The optimisation score is a measure of how well your Google adverts are constructed to perform. As well as the score, which ranges from 0% to 100%, you’ll also receive specific recommendations that will help you optimise your marketing.
Google Ads recommendations assist you in creating better advertising depending on the marketing objectives you’ve set in your account. With a single click, you may approve or reject the recommendations, and your optimisation score will reflect the amendments to allow you to track your progress. In this post, we’ll go through the fundamentals of utilising Google Ads Optimisation score to enhance your advertising campaign and produce better results for your company.
You will learn:
Google Ads is an invaluable advertising channel; Google Ads get 65% of clicks following a keyword search (versus merely 35% for your conventional organic keyword searches).
Google Ads recommendations are automated, personalised suggestions that enable marketers to get more out of their Google Ads initiatives. In many situations, the recommendations identify ways to boost conversions or enhance click-through-rate (CTR). In other circumstances, they can assist you in reaching more of the target audience or improving your return on ad spend (ROAS).
Machine learning is what drives the optimisation score and makes tailored recommendations possible. Google analyses your adverts and conversion data to determine which ones are performing well. It then generates alternatives and proposes changes for you to test.
This process is ongoing: variants are tested, the results are analysed to find the best performers, and new versions are advised based on what works.
As a result, your advertisements are always evolving.
Following on next, we’ll examine how to put these suggestions to best use in order to enhance conversion.
Advertisers are very concerned with conversion, as they should be! After all, it is why the majority of advertisements exist. As a result, many of the Google Ads strategies are aimed towards increasing CTR. This is because Google understands that the important step between digital ads and conversion is clicking on the ad. A greater CTR usually equates to a better conversion rate.
Google Ads suggestions are divided into four key categories:
We’ll go through how every one of these four types of suggestions may be used to promote conversion.
This feature’s second half offers recommendations regarding extensions to display your ad. Ad extensions enable you to go further than the fundamentals of Google Ads.
Without extensions, your advertising consists of only three elements:
Relatively standard, right? Extensions allow marketers to create additional substance to their ads in order to attract more attention by including site links to specific pages, phone numbers, or even locations.
In the above example, Ray-Ban might employ extensions to include links to promotional deals, specific details about their products, and even the company’s tag line:
The second variation (the one with extensions) is the more engaging and specifically targeted of the two commercials.
That’s because it catches your eye and makes you wonder:
How can I discover the latest styles? Are there new trends in Men’s sunglasses? Can I get a quality Ray-Ban product for 50% off?
Clicking the advert is the only way to relieve your curiosity and attract customers who are looking for exclusive products. Google will examine your current extensions and make recommendations to improve the performance of your ad.
Recommendations may include:
What this means for conversion:
The wording and extensions in your ad are critical to get right since they are the primary thing customers can see and as a result, determine whether or not someone clicks. Your advertisements must be attractive.
You can use Ads & Extensions recommendations to boost conversion by:
Google Ads suggestions contain a category for “Keywords & targeting” to assist you in optimising your exposure.
Keywords are the search phrases that people use to find your ad. You can do the following:
The other component of this category of Google Ads suggestions is targeting.
Audience recommendations might include:
What this means in regard to conversion:
The importance of reach in generating conversion cannot be underestimated. More conversions indirectly result from increased reach. However, simply increasing overall reach will not suffice. You must devise a targeting strategy that places your ad in front of individuals who are likely to be interested in what you’re selling.
To improve conversion, you can:
You get to choose which keywords to bid on. Google does various calculations when a user does a search query for a keyword you’ve set up to bid on.
First, it gathers all of the ads that are most related to that term. The system then determines which of the adverts has the highest bid.
The “ad auction” is won by the ad with the most relevance and the largest bid.
The third Google Ads recommendation area, “Bids & Budgets,” could help you optimise your bidding strategies. This may greatly impact whether your adverts appear for relevant keyword searches.
Bidding recommendations often include:
What this means for conversion:
Bidding is the second most important aspect of having your ad viewed (the other component being relevance). If you don’t get this component of the equation correct, your chances of conversion will plunge substantially.
Fortunately, Google Ads recommendations can assist you in improving efficiency by allowing you to bid on the proper strategic objectives depending on your priorities:
The final section of Google Ads recommendations is “Repairs.” They maintain your account in excellent shape by detecting issues like broken links and informing you if your ad was rejected.
Ad rejection can occur if an advertisement has unsuitable material or plagiarism, or if it makes unjustified broad assertions such as “we are the #1 sunglass manufacturer in the entire world!”
Google does this to maintain the high quality of uploaded advertising.
What this means for conversion:
It’s a good idea to keep an eye on your advertising for broken links and approvals. However, if you’re working on a major multi-channel advertising campaign, this may be easier said than done.
The Repair section of Google Ads recommendations is helpful for internally auditing your Ads account to make sure it’s well-managed and functioning normally.
The short answer? Yes!
The Google Ads optimisation rating serves as a reminder that improving ad performance does not always require more money; the trick to more conversion is developing a smarter marketing strategy and better ads.
The truth is that there is no single winning advertisement. There is also no one budget approach that should be followed at all times. Your approach to advertising must be both flexible and strategic. Using Google Ads suggestions to identify and apply adjustments, and measuring your overall progress using your optimisation score, is far more effective than going through the process manually, which would be both time-consuming and wasteful.
Advertise smarter, not harder, with the Google Ads Optimisation rating.
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