Google Providing Recommendations To Improve PPC Campaign Performance
In 2018, Google introduced ‘optimisation score’ to help understand current campaign performance & PPC management opportunities for improvement.
The score runs from 0% (yikes, consult a PPC mortician) to 100% (ticking all the Google-y PPC boxes).
Optimisation score is calculated in real-time, and factors in variables such as the following:
- Statistics, settings, plus the status of your account & campaigns
- Relevant impact of available recommendations
- Recent recommendations history
- Trends in the ads ecosystem
This feature is located in the Recommendations page & includes suggestions in relation to keyword performance, increasing the number of ads per ad group, bidding strategies, amongst others with your score updating as the recommendations are implemented or dismissed.
Removing redundant & non-serving keywords will help tidy up a campaign to assist PPC campaign management.
However as this is Pay Per Click, of course many of the suggestions include increasing keyword bids (or bidding strategies) & budgets.
This is where advertisers need to be careful.
Simply agreeing to all of Google’s suggestions could impact your media spend & possibly risk going over budget.
Always be mindful of your budgets & PPC goals when implementing, or dismissing, any of Google’s recommendations.
Whilst your campaign optimisation score is shown for active Search campaigns only & doesn’t factor into Quality Score or Ad Rank calculations, it is a very useful feature to provide a broad overview of areas for PPC campaign improvement.
If you would like to discuss Google’s recommendations for your campaign, or how to get the most out of your PPC ads, get in touch with us today.