Google Ads Boosting Discovery Campaign With New Optimization Tools
Optimization Score in Google Ads shows how well your Search, Display, Shopping, and Video campaigns can perform, rated from 0–100%.
Google Ads Boosting Discovery Campaign With New Optimization Tools
Maximize Performance For Discovery Campaigns
Optimization Score in Google Ads scanned across Search, Display, Shopping, and Video campaigns. Optimization score is an estimation of how well your Google Ads account can perform at its full potential. Scores running from 0-100%, with 100% meaning that your account can perform at its full potential.
How does Google Ads calculate optimization score?
Optimization score is calculated in real-time, based on the statistics, settings, and status of your account and campaigns, the relevant impact of available recommendations, and recent recommendations history. Applying or dismissing these recommendations changes the overall optimizations score of your account. Optimization score and available recommendations can change based on many factors, ranging from settings to trends in the ads ecosystem. Different scores and a new set of recommendations can be seen when these changes happen.
Along with the score, a list of recommendations helps you in optimizing each campaign, and each recommendation shows how much your optimization score would be impacted (in percentages) when applying that recommendation. Regularly reviewing and applying these recommendations can help improve your campaign’s performance. The major updates that Discovery recommendations will notify you of include fixing disapproved assets, audience updates, and using optimized targeting to get more conversions.
New recommendations for Discovery campaigns are accelerated to get you towards automation through audiences. Google features audience expansion, taking existing customers to find additional like-minded consumers.
Scaling Auto-Applied Recommendations
The second set of updates is within auto-applied recommendations. Turning on the automatic application of a recommendation, you will be able to track which recommendations are turned on in the History tab of the “Recommendations” page. You can also view them in Admin > Account Settings > Auto Apply. You’ll also be able to review how many times that recommendation has been applied in the past week, when it was last applied, and when you first turned it on. To receive weekly summaries of auto-apply activity email, turn on campaign maintenance notifications in preferences.
Google’s Auto-Applied Recommendations (AAR) have become a significant point of discussion among advertisers. While some praise it for its efficiency, others express concerns about its potential downsides. The feature enables Google to automatically make optimizations to your account without needing manual approval from advertisers (Google Support). These recommendations can include adjustments to bids, additions of keywords, and modifications to targeting and ad copy.
Google has promoted AAR to make it easier for advertisers to manage their campaigns by cutting down on the manual work involved in reviewing and applying recommendations (FSC Interactive). Another reason for promotion is Google’s interest in driving up ad spending, often encouraging budget increases, the addition of new keywords, and automated bidding strategies, which might not always align with what advertisers aim to achieve.
Video Campaign Optimization Updates
Creating a video campaign that captures the intent of people likely to convert. Setting up a Video campaign with either the “Sales”, “Leads”, or “Website traffic” goal, allowing Google Ads to Optimize bids for conversions based on the average amount you are willing to pay (Target CPA), or allow Google Ads to automatically set bids to get the most conversions within your budget (Maximize conversions).
Brand recommendations are powered by Google AI and are designed to help you optimize bidding awareness and brand consideration campaigns. For finding recommendations for your video campaigns, follow these steps. Firstly, go to ‘Recommendations’ within the Campaign menu, then view the recommendations for your campaigns, select ‘View recommendation’ for the option you want to apply to the existing campaign, and finally follow the details of the selected recommendation to apply them.
Video campaigns as a last set of recommendations upgrades, further the new recommendations include setting up product feeds, setting up Google Analytics 4, and upgrading conversion tracking. Upgraded tracking would be beneficial to measure cross-device and cross-platform performance. Further, cross-platform measurement would help you more accurately track conversions, especially if you use Video campaigns for top-of-funnel marketing.
Finding More Opportunities With Recommendations
Recommendations aid you in improving performance by looking at the account’s performance history, your campaign settings, trends across Google and more. Advertisers that use recommendations for increasing their account level optimization score by 10 points saw a median 14% increase in conversions.
To find more opportunities in your won campaigns, add new recommendations and tools for optimizing Discovery campaigns, automatically applying recommendations and enhancing your Video campaigns.
