8 Score Optimization Tips to Beat Your Competitors in 2025

Score Optimization is the process of improving your Google Ads score for better search visibility for your ads.

This is a rather complicated process where even the slightest mistake may spoil the entire sport. 

But no worries, I’ve got you covered. Find in this Innocams blog post 8 super effective and actionable score optimization tips that will work like a charm in 2025.

Let’s dive in.

What Is an Optimization Score?

The optimization score, which you can access by clicking the ‘recommendations’ tab, is available at Account, Manager Account and Campaign levels. It is a benchmark that indicates the effectiveness of your PPC ad campaign. 

The Definition of optimization Score

Optimization score is an indicator of the relevance and quality of your Google Ads. It is measured on a scale of 0 to 100 percent. 

A  100% optimization score means your Google Ads account is set to perform at its best, whereas a low percentage means your Ad quality should be improved. 

Google Ads Recommendations

The Score optimization tips included in this blog post have been prepared taking every nuance of this ad score calculation process. 

Along with the score, Google Ads will also provide you with a set of recommendations to improve your score percentage. 

Each recommendation shows how much your score will improve (in terms of percentage) if you apply that recommendation.

However these recommendations are not mandatory. You can either accept and apply them or dismiss them, based on their relevance to your campaign focus and goal.

However, you must remember one thing, application or dismissal of recommendations provided by Google Ads may significantly change your score. Proper application usually positively impacts the score while dismissal impacts it negatively. There’s no hard and fast rule here, though.

Campaigns the Score Is Available For

Currently, the following types of Google Ad campaigns are qualified for this optimization score:

• Search campaign.
• Video action campaign.
• Display campaign.
• App campaigns.
• Performance max campaign.
• Discovery campaign.
• Shopping campaign.

How Is Optimization Score Calculated?

According to Google, the optimization score is calculated in real-time based on factors like settings, probable impact of recommendations, statistics etc. 

Multiple factors influence the optimization score. The calculation process is a tad complex and takes several metrics into consideration. 

Score optimization tips, which I’ll discuss shortly, will undoubtedly help you improve your overall ad score, but you must have a clear idea of how this score is calculated. So here is a more detailed breakdown of the calculation process.

The Analysis by Algorithm

Google Ads algorithm analyzes statistics, settings and status of your account and campaign and offers recommendations. 

Your score and recommendations may often change as they depend on dynamic factors like trends in ads, search volume etc.

Any modification made to your account or campaign or changes in trends will change your score instantly. 

Real-Time Tracking

Any changes made to your account and/or campaign are tracked real-time and your ad optimization score changes right away.

Your Competitors’ Data

Google gathers ad campaign data of your competitors’ ad campaigns and determines how their data may affect your campaigns. 

You must understand absolutely clearly how this score is calculated and factors that influence it to fully appreciate the score optimization tips I’m going to provide you with in this story. So please read this section carefully.

Account and Campaign Settings

Google constantly monitors your account settings and campaign performance to determine how they may impact the effectiveness of your campaigns.

Your Ad Objective

Our score optimization tips also take into consideration how your business goal can influence your score. 

Google analyzes your bid strategies to understand your overall ad goal. It then generates recommendations so you can achieve your goal. Bid strategy is an important factor in this score calculation process.

Trends and Search Volume

The algorithm also takes into consideration the trends in Google Ad campaigns and search volume to determine how they can influence your ad campaign. The recommendations are heavily influenced by these two factors.

The Evaluation of Recommendations

Google evaluates current and past recommendations to understand how past recommendations affected your ad campaign and how effective the implementation of current ones might be. That’s why I advise you not to reject Google Ad’s recommendations off-hand. 

What is a Good Optimization Score?

There is no cut and dried rule here. Remember, even a 100% optimization score may not give you the results you expect. Most experienced advertisers target a score between 70% and 85%. 

You should take the score and recommendations as a guide to improve your ad performance. You should neither reject them off-hand nor accept them blindly.

8 Best Score Optimization Tips

Now you are ready to clearly grasp the significance of these top 8 score optimization tips I’ve prepared for you. 

Let’s get going right away.

Tip 1: Review and Apply Recommendations

Review recommendations suggested by Google Ads regularly. These recommendations offer tailored suggestions for the improvement of your campaign. Application of recommendations isn’t mandatory, but it is a good idea to apply those that align well with your campaign goal.

After you apply or reject recommendations, monitor the campaign’s performance to get insight into your decision. This insight will help you utilize recommendations in a more judicious manner.

Benefits of Reviewing Recommendations

Google Ads offers recommendations after one of the world’s finest algorithms has analyzed your ad campaign thoroughly. If carefully reviewed and applied, they offer several benefits like–

1. Improve your optimization score.
2. Enhance your ad campaign effectiveness.
3. They may optimize bidding, keywords and ads and help you achieve your business goal.
4. They may help you fine-tune your existing strategies for better ad performance.
5. Improve your ads overall visibility.
6. Increase the click-through rate (CTR).

Tip 2: Optimize Keywords

Keyword optimization is a crucial step in PPC campaigns and one of the most important score optimization tips.

Select keywords that are as closely relevant to your niche as possible. Conduct thorough keyword research to find out high-performing search terms and exclude low-performing ones from your campaign. 

Benefits of Keyword Optimization

Benefits of keyword optimization are many. Some key benefits are–

1. It will improve the relevance of your ads.
2. This relevance may improve their quality score.
3. This optimization may decrease your cost-per-click (CPC) and reduce your ad spending.
4. It may improve your ad’s click-through rate.
5. Help you better target your desired audience.

Tip 3: Use Negative Keywords

Negative keywords are search terms that you use in your campaign to prevent irrelevant search queries from triggering your ads.

When someone uses a search term that matches one of the keywords you’ve marked as negative, Google Ads won’t show him your ads. 

Benefits of Using Negative Keywords

My score optimization tips include the use of negative keywords because it provides several crucial benefits for ad campaigns like–

1. Negative keywords help you make your ads more relevant to your target audience.
2. They will help you focus on users who are more likely to purchase your product or service rather than those who are less likely.
3. By targeting most likely users, you reduce your CPC and increase your CTR.
4. Focused campaigns with relevant searches improves a campaign’s quality score which further improves the ad position.

Tip 4: Create Killer Ad Copies

Create outstanding ad copies. Your copies should be highly relevant, riveting and should carry your targeted keywords. 

The importance of a killer ad copy in Google Ads cannot be overstated. Here is where you hook your target customers and drag them towards your store or website. So take pains to craft high-quality relevant ad copies.

Benefits of Great Ad Copies

A riveting relevant and high-quality ad copy yields several benefits in Google Ads campaigns. The benefits include the following key advantages–

1. It increases the CTR.
2. It improves your ad’s quality score.
3. It improves your campaign’s overall performance.
4. It improves the optimization score.
5. It may generate qualified leads who are more likely to convert.
6. It improves your brand’s image and authority.

Tip 5: Improve Landing Page Experience

The landing page is a crucial aspect of PPC campaigns and must occupy a higher ranking in these score optimization tips.

Your landing page, like your ad copies, should be highly relevant and address your target customers’ search intent directly. it should be so good and so relevant that the user will be compelled to respond to your call to action. 

Your landing page should also be technically sound. Improve the loading speed and make it mobile friendly for a seamless user experience. Google prioritizes fast-loading and mobile-friendly landing pages. So, take care of your landing page.

Benefits of a Good Landing Page

A great landing page gives out several crucial benefits in Google Ads campaigns. Some of them are listed below:

1. By using negative keywords and a great landing page, you attract, engage and impress people who are most likely to convert. 
2. A great landing page may increase conversions.
3. It improves the optimization score and quality score.
4. It improves your campaign’s overall performance.

Tip 6: Use Ad Extensions

Ad extensions provides your target customers with additional information like telephone numbers, location, price etc. They appear below your ad on the SERP. This additional information improves the user experience. 

Benefits of Ad Extensions

The use of ad extensions is a strongly recommended suggestion in our score optimization tips. Effective use of ad extensions may have the following beneficial effects on your ad campaigns:

1. They give users the vital information they need and improve the user experience.
2. They may improve your ad’s visibility by occupying additional ad space.
3. They may improve the CTR by engaging and impressing users.
4. They can improve your optimization score and quality score.
5. They may increase qualified leads and conversions.

Tip 7: Go for Automated Bidding

In automated bidding, Google’s AI automatically modifies your ads so you can achieve a specific campaign goal like increasing the CTR, conversions etc. 

By automating the complicated bidding process, it simplifies campaign management. 

The most important thing is you will utilize the precision, speed and the outstanding analytical accuracy of intelligent machines. This may significantly improve your overall PPC campaign performance. 

Benefits of Automated Bidding

Automated bidding utilizes the precision and accuracy of AI and may yield the following crucial benefits for your campaign:

1. It may improve your PPC campaign’s overall performance.
2. It simplifies the complex campaign management process.
3. It may optimize your campaign for targeted business goals.
4. It uses real-time data to optimize bids and has the potential to increase clicks and conversions.

Tip 8: Monitor Your Campaign Performance

This is one of the most important score optimization tips. The importance of tracking the performance of your ad can’t be overemphasized. 

Regular monitoring of key KPIs will help you identify areas needing improvement to make your paid ad campaign even more effective and fruitful.

By carefully monitoring and analyzing KPIs like CTR, CPC or conversions you can easily adjust your campaign for better performance and improved optimization score.

Benefits of Tracking Ad Performance

Consistent and careful monitoring of ad performance will yield the following key benefits for your PPC campaign.

1. It will help you identify the pros and cons of your ad campaign.
2. It helps improve campaigns by revealing areas where your performance is not up to the expectation.
3. It helps you understand the behaviour of your users and formulate better strategies based on that insight.
4. It will help you improve the performance of your ad campaign.
5. It improves your optimization score and quality score.
6. It maximizes ROI by optimizing your PPC efforts.

Conclusion

Optimization score is a benchmark of high-performing PPC ad campaigns which Google Ads provides along with recommendations to improve it. 

These 8 actionable Score optimization tips will help your PPC ad campaign perform better and in an effective manner. If you follow these tips, they will definitely improve your CTR, decrease CPC and help you maximize your ROI.

A high optimization score percentage indicates that your ads are optimized for the best performance. 

You can secure this high percentage by optimizing your keywords, landing pages, following Google Ads recommendations and other tips mentioned in this blog post. 

Best of luck!

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