- April 12, 2019
- Posted by: Chris Ryu
- Category: Agency, Google
Whether you’re new to paid search or an expert with 10+ years of search experience, Google OptiScore was created to assist all marketers from different backgrounds.
Quickly learn how to save time and understand how Google is favoring or penalizing your account.
For many of the experts out there, we pulled countless reports and QA documents to ensure all levers are functioning properly. Since OptiScore rollout in 2018, more advertisers are starting to take advantage of the tool. Below, we’ll discuss how OptiScore functionality, Google’s advocacy, and utilization of this powerful tool.
Before diving any deeper, I want to add the caveat that not all OptiScore recommendations should be applied. Carefully consider each optimization as it may not always be the best fit for your objectives and needs.
What is it?
“Optimization score uses a combination of statistical models, simulations, and machine learning to give you personalized and real-time recommendations tailored to your account’s performance” – Link
The OptiScore updates in real-time as soon as you click “Apply Changes,” the account updating in real-time so you know where you stand on a scale of 0-100%. The variation of recommendations ranges from budget/bid management to ad copy to an extension to standard repairs.
What is Google advocating?
The following tips tend to improve the account’s health by a significant margin versus OptiScore recommendations. Why is Google advocating these recommendations over others? It’s very simple: Google is asking for the maximum variable inputs to test and learn.
- Dynamic Search Ads – This is similar to broad match keywords as the tool uncovers keywords based on contextual keywords from webpages. Dynamically serve relevant ads based on content from the site.
- Responsive Search Ads – The input of 15 headlines and 4 descriptions allow the algorithm to optimize towards the best performer; advertisers possess great control to pin specific headlines, ensuring your brand name appears first for brand searches.
- Search Partners – Expand your reach by targeting other Google-owned search properties, such as non-Google Search, and garner incremental impressions and traffic
- Target CPA / Maximize Conversions – Optimize towards efficient acquisition goals
- Price Extensions – Optimize ads for mobile users as more searches are happening on mobile than desktop
This means we’ll lose some control, but it is inevitable and virtually impossible to outrun the speed – an increasingly important factor to consider. Test quickly and learn what resonates amongst your audience segments.
What I find most helpful?
Human error is natural and is here to stay, hence why intertwining conflicting negative keywords is inevitable. Fortunately, OptiScore catches your oversights. As advertisers, we never want to drop the ball. Here are some quick hacks to easily find the pitfalls in your campaigns.
- Move Unused Budgets – If there are active campaigns with large budgets and low spending activity, Google will recommend shifting the daily budget cap towards other tactics
- Missing Audiences – Google recommends specific audience lists to tack onto campaigns and ad groups based on audience size and historical performance
- Bid Recommendations – Apply quick manual CPC optimizations based on recent performance
Consider before applying all
- Before applying a blanket change for ‘Remove Redundant Keywords,” we recommend taking a closer look to ensure high converting keywords are not impacted
- Google wants to raise your budgets but be wary of clicking “Apply All.” You might have increased dollars by tenfold in some cases
- Before implementing Dynamic Search Ads, understand your ad copy is simply reflective of the user’s query & landing page. In turn, ad copy may not align with core brand messaging.
What we’d love to see
We hope Google will roll out with the same features for YouTube, Display, and contingent ad types. Currently, the tool only analyzes paid search campaigns. Bid recommendations and audience suggestions for YouTube and Display would be the ideal start, taking into consideration reach, frequency, and site engagement.
Continued, automated machine learning within the Google tech stack will be interesting to see OptiScore recommendations based on its integration with Google Analytics.
Do you use Google Opti-Score on a regular basis?
Tell us what you like and don’t like?
What would you change?