When managing Google Ads, one of the first things you’ll notice is the optimization score that Google puts right in front of you. It’s there in every account, under the ‘Recommendations’ tab, almost calling you to take action. The problem is, this score is not necessarily designed for your benefit. Google pushes you to make certain changes, implying they will improve your campaign performance. But if you take a closer look, many of these recommendations seem more geared towards boosting Google’s own revenues than delivering better results for your business.
The optimization score often causes unnecessary stress for advertisers. They assume that a lower score means their campaigns are underperforming, which is not always the case. The key thing to understand here is that these recommendations are just that—recommendations, not rules. They are not tailored specifically for your business, and in many cases, blindly following them could harm your campaigns.
Common Recommendations from Google Ads and Their Real Impact
Let’s break down some of the most common recommendations you’ll find in Google Ads. We’ll explore what Google suggests and the true impact these changes can have on your campaigns.
Increasing Your Budget: Who Really Benefits?
One of the most common recommendations Google provides is to increase your budget. It sounds simple, right? If you spend more, you’ll reach more people, and theoretically, your campaign performance should improve. But here’s the catch: increasing your budget doesn’t always translate into better results.
Google wants you to spend more because it increases their ad revenue. However, what’s best for them isn’t always best for you. If your campaign isn’t optimized properly, increasing your budget can simply mean wasting more money on clicks that don’t convert. The recommendation to raise your budget comes without considering if your current setup is driving quality traffic. Instead of blindly following this suggestion, it’s crucial to focus on whether the extra spend is actually bringing in more conversions.
Moving Campaigns to a Fully Automated System
Another suggestion you’ll frequently see is to move your campaign to a fully automated system. Automation can sound appealing—set it and forget it. But the reality is, automating your entire campaign might not be the best decision for every business.
When you give Google full control over your bids, targeting, and ads, you lose the ability to make granular adjustments that can make all the difference in a competitive environment. Automation can work in some scenarios, but it shouldn’t replace active, manual management. You know your business better than Google does, so why give up that control?
Adding Broad Match Keywords: Less Control, More Cost
Google loves to push advertisers to add broad match keywords. The idea behind this is that broad match helps you cast a wider net and reach a larger audience. But there’s a downside—broad match often results in irrelevant clicks.
With broad match, your ads can show up for a variety of searches that might not be relevant to your business. This can lead to wasted ad spend on traffic that’s unlikely to convert. Instead of adding broad match keywords just because Google recommends it, take a strategic approach. Use exact match or phrase match keywords to maintain control and ensure your ads are shown to people who are actively looking for what you offer.
Including Search Partners: Is It Worth It?
Google often suggests expanding your reach by adding search partners. This means your ads will appear on partner websites, not just on Google’s search results. While this might sound like a great way to increase visibility, the quality of traffic from search partners isn’t always as high.
In many cases, traffic from search partners doesn’t convert as well as traffic directly from Google search. Including search partners may boost your click-through rates (CTR), but if those clicks aren’t converting, it’s simply wasted spend. It’s important to carefully evaluate whether including search partners aligns with your campaign goals.
Shifting to Performance Max: The Risks of Losing Control
Performance Max campaigns are one of Google’s latest pushes. These campaigns rely heavily on automation and aim to give you maximum reach across all of Google’s platforms, including YouTube, Display, Search, and more. But again, the main downside here is the loss of control.
When you opt for Performance Max, you hand over much of the decision-making to Google’s algorithms. This means less transparency and less ability to tweak and adjust your campaigns based on performance. While Performance Max might sound appealing, it’s not a one-size-fits-all solution. Careful monitoring and a thorough understanding of your campaign goals are essential before making the switch.
The Consequences of Following Google’s Advice Blindly
So what happens when you follow Google’s advice without question? Let’s look at some of the potential consequences.
How These Changes Affect Your Budget
Many of Google’s recommendations, such as increasing your budget or adding broad match keywords, can lead to higher costs without necessarily improving your campaign performance. In fact, by implementing these changes, you could end up spending more on irrelevant clicks, which will quickly drain your budget. If your ads aren’t bringing in conversions, this extra spend will not provide any value to your business.
The Impact on Campaign Performance
While some of Google’s recommendations may increase the number of clicks or impressions your ads receive, that doesn’t always equate to better performance. You need to focus on quality over quantity. More clicks aren’t useful if they don’t result in conversions. In some cases, implementing Google’s suggestions could dilute the effectiveness of your ads, leading to lower conversion rates and wasted spend.
Why Automation Isn’t Always Better
Automation can be useful for some tasks, but it’s not a magic solution that works for every campaign. When you automate everything, you lose the ability to make data-driven decisions. Google’s algorithms don’t understand the nuances of your business as well as you do, so automated decisions might not always align with your goals. It’s important to balance automation with manual oversight to ensure your campaigns stay on track.
Real-Life Examples of Poor Outcomes from Automated Changes
We’ve seen numerous instances where businesses followed Google’s recommendations blindly, only to see a decline in performance. For example, moving to fully automated bidding strategies has led to increased costs without a corresponding increase in conversions for many advertisers. This is why it’s crucial to remain actively involved in managing your campaigns rather than relying entirely on automation.
Why Dismissing These Recommendations Improves Your Score
Here’s an interesting point: dismissing Google’s recommendations can actually improve your optimization score. This may seem counterintuitive, but it highlights a key flaw in Google’s system.
The Strange Effect of Dismissing Recommendations
When you dismiss a recommendation, your optimization score often increases. This suggests that the score itself isn’t necessarily a reflection of how well your campaign is performing. If dismissing a suggestion makes your score go up, it’s a clear sign that you don’t need to worry too much about hitting a perfect 100% score.
How This Affects Your Optimization Score
The optimization score is more of a guide than a true measure of your campaign’s success. Dismissing irrelevant recommendations will not hurt your campaign performance—in fact, it may improve it. It’s important to remember that the goal is to get results, not to achieve a high score on Google’s arbitrary system.
Why Ignoring Recommendations Can Benefit You
By ignoring certain recommendations, you can maintain greater control over your campaigns and ensure that your ads are tailored to your specific needs. This approach can lead to more efficient use of your budget, better targeting, and ultimately, improved campaign performance.
What You Should Focus On Instead of the Optimization Score
Now that we’ve established why you shouldn’t focus too much on the optimization score, let’s explore what you should prioritise instead.
Focusing on Conversions and Return on Ad Spend
The real measure of success in Google Ads is conversions and return on ad spend (ROAS). Instead of obsessing over the optimization score, focus on whether your campaigns are driving the results that matter to your business. Are you getting leads, sales, or other valuable actions from your ads? If so, your campaign is working, regardless of what the optimization score says.
Managing Campaigns with Manual Control
Manual control gives you the ability to adjust your campaigns based on real-time data and insights. By taking a hands-on approach, you can make smarter decisions about where to allocate your budget, which keywords to target, and how to optimise your ads for better performance.
Tracking Your Own Metrics: What Matters for Your Business
Every business has unique goals, and the metrics that matter will vary. Whether it’s cost per acquisition (CPA), conversion rate, or ROAS, it’s essential to track the metrics that are aligned with your business objectives. These are the figures that will tell you if your campaign is successful—not the optimization score.
The Role of Experience and Knowing When to Trust Google
Experience plays a significant role in managing Google Ads campaigns. The more familiar you are with your business and your audience, the better equipped you’ll be to make informed decisions. Trust your instincts and your data before relying solely on Google’s recommendations.
How to Make Google Ads Work for You Without Following All Their Advice
So, how can you make the most of Google Ads without falling into the trap of following all their recommendations?
Building Your Own Strategy
The key to successful Google Ads campaigns is building a strategy that aligns with your business goals. This means taking the time to understand your audience, researching keywords, and setting realistic goals for your campaigns. A tailored strategy will always outperform one that’s based purely on generic recommendations.
The Importance of Regular Campaign Monitoring
Google Ads is not a ‘set it and forget it’ platform. Regular monitoring is crucial to ensure that your campaigns are performing as expected. By reviewing your data, adjusting bids, and refining your targeting, you can keep your campaigns running efficiently and effectively.
Knowing When to Use Automation and When to Avoid It
Automation has its place in Google Ads, but it shouldn’t be relied on for every aspect of your campaigns. Knowing when to use automation—such as for bid adjustments—and when to take manual control can make all the difference in the success of your ads.
Final Thoughts on Optimization Scores and Control in Google Ads
At the end of the day, the optimization score is just a number. It’s not the ultimate measure of success, nor should it dictate every decision you make in your Google Ads account. Focus on what matters most—your business goals, conversions, and the performance of your campaigns. By taking control of your campaigns and using Google’s recommendations selectively, you’ll be better positioned for long-term success.