The Paid Search Podcast | Episode 464: Optimization Score—100% Compliant, 0% Profitable
Release Date: May 26, 2025
Host: Chris Schaefer, Certified Google Ads Specialist
Introduction
In Episode 464 of The Paid Search Podcast, Google Ads expert Chris Schaefer delves deep into the concept of Optimization Score within Google Ads. Diverging from his usual format of answering listener questions, Chris dedicates the entire episode to deconstructing Optimization Score, offering a critical perspective on its efficacy and relevance to campaign profitability.
Understanding Optimization Score
Definition and Location
Chris begins by defining Optimization Score using Google's own description:
"Optimization score is a Google Ads metric that ranges from 0 to 100% that estimates how well your account is set to perform with suggestions to improve campaign effectiveness."
(00:05)
He explains that Optimization Score is accessible via the Recommendations tab in the Google Ads interface. The score reflects how many of Google's recommended actions have been implemented, either through manual adjustments or by following Google's best practices.
What Optimization Score Is and Isn't
Estimative Nature
Chris emphasizes that Optimization Score is fundamentally an estimate of future performance based on current account settings and compliance with Google’s recommendations:
"When it says estimates, just English language. When you say estimate, you're not talking about the reality of something. You're guessing at the future, right?"
(03:15)
Compliance vs. Real-World Performance
He draws a clear distinction between compliance with recommendations and actual campaign success:
"Optimization score measures compliance with its own recommendations, not real-world performance."
(12:45)
Using analogies, Chris illustrates that a high Optimization Score doesn’t necessarily translate to profitable outcomes, much like a GPS might inaccurately suggest the fastest route during unexpected traffic conditions.
Comparison with Quality Score
Chris differentiates Optimization Score from the more established Quality Score:
"They could not be more different. ... Quality score is a direct measure of adherence to a standard... Optimization score measures none of that."
(18:30)
While Quality Score assesses factors like ad relevance, expected click-through rate, and landing page experience, Optimization Score solely gauges alignment with Google’s recommendations, independent of actual ad performance or user engagement.
Common Recommendations and Their Impacts
Chris identifies the most frequent Google Ads recommendations that inflate the Optimization Score, critiquing each for not necessarily contributing to profitability:
-
Switch to Automated Bidding
"Switch to automated bidding... one of the highest... ways to raise your optimization score... that is an audacious statement."
(24:50)Google often recommends moving from manual bidding to strategies like Max Conversions or Max Conversion Value, promising significant score improvements. Chris argues that automated bidding isn't universally superior and can relinquish valuable control over bidding strategies tailored to specific campaign goals.
-
Add Broad Match Keywords
"Add more broad match keywords... relinquishing your ability to control your traffic quality."
(30:10)Broad match keywords are promoted to expand reach, but they can dilute traffic quality by matching a wide array of search terms, many of which may be irrelevant to the business’s actual offerings.
-
Increase Budget
"Add more budget... raises the volume at which it gets what it was getting before."
(35:25)Increasing budget is suggested to capture more impressions and clicks. However, Chris points out that without strategic adjustments, this merely amplifies existing performance metrics without ensuring improved profitability or conversion rates.
-
Enable Search Partners and Display Network
"Turn on Search Partners... an uncontrollable amount is going to non-Google Networks."
(40:00)Extending campaigns to Search Partners and the Display Network can boost the Optimization Score but may lead to traffic from less reputable sources, potentially decreasing the quality of leads and conversions.
Each recommendation, while beneficial for the Optimization Score, may not align with the nuanced needs of individual campaigns aimed at profitability.
Critique of Optimization Score
Compliance Over Profitability
Chris asserts that Optimization Score prioritizes conformity to its own framework over actual business outcomes:
"It is a hundred percent compliance, zero percent profit."
(43:30)
He argues that blindly following Google’s recommendations can lead advertisers to forsake tailored strategies that better serve their unique objectives, ultimately undermining profitability.
Lack of Personalization
Chris criticizes the one-size-fits-all nature of Optimization Score recommendations, noting that they don’t account for the diverse goals and contexts of different advertisers:
"No two accounts are the same... it is not a guide marker to success."
(48:15)
Origin of Recommendations
Bidding Strategy Dependency
Chris explains that Optimization Score recommendations are heavily influenced by the chosen bidding strategy, which may not align with the advertiser's actual goals or understanding:
"Your recommendations are based on what bidding strategy you're using... that is a ridiculous way to reverse engineer the way that recommendations work."
(52:40)
He suggests that a more effective recommendation system should consider real-world performance metrics rather than merely the technical settings chosen within Google Ads.
Conclusion and Final Thoughts
Chris concludes by reiterating that Optimization Score serves as a measure of compliance with Google’s suggestions rather than a reliable indicator of campaign success:
"It is merely measuring your compliance to its own recommendations... 100% compliance, 0% profit."
(58:20)
He advises advertisers to critically evaluate which recommendations to implement, ensuring that decisions are driven by strategic goals and performance data rather than solely by the desire to increase the Optimization Score.
Chris wraps up the episode by promoting his Google Ads coaching services, offering personalized strategies to help advertisers navigate the complexities of Google Ads beyond standardized metrics like Optimization Score.
Key Takeaways
- Optimization Score measures adherence to Google’s recommendations, not actual campaign performance or profitability.
- High Optimization Scores do not guarantee better results and can sometimes lead to inefficient spending.
- Recommendations that significantly boost Optimization Scores—such as automated bidding or broad match keywords—may not align with individual campaign goals.
- Quality Score and Optimization Score are distinct metrics and should not be conflated.
- Advertisers should prioritize personalized strategies and performance data over standardized recommendation compliance to achieve profitability.
For more insights and personalized guidance on optimizing your Google Ads campaigns, consider reaching out to Chris Schaefer at chris@schaefersads.com.