Google Optimization Scores: A study on the performance of Google Ads

Der Optimization Score (OptiScore) von Google Ads sorgt seit seiner Einführung für Diskussionen in der digitalen Werbung. Auf der Google Marketing Live (GML) 2024 wurde eine interessante Statistik vorgestellt. Eine Steigerung des OptiScores um 10 Punkte verbessert die Conversion rate um 15 %. Diese Zahl löste viele Diskussionen aus, denn es gibt Bedenken zur Relevanz dieses Werts für die Leistung. Einige hinterfragen, ob der OptiScore tatsächlich die Performance einer Google Ads-Kampagne widerspiegelt. Eine Studie untersuchte 17.380 Google Ads-Konten, um den Zusammenhang zwischen OptiScore und Kampagnenleistung zu bewerten.

Der Optimization Score ist eine Metrik von Google, die anzeigt, wie gut eine Kampagne optimiert ist. Der Score wird in Prozent dargestellt und reicht von 0 bis 100 %. Ein Wert von 100 % bedeutet, dass das Konto laut Google sein volles Potenzial erreicht. Zusätzlich zum Score gibt Google Empfehlungen, die den Wert durch Umsetzung verbessern sollen.

The study examined three central questions:

1.Are there performance differences between accounts with OptiScores above 70 and those below?

2.Do results improve when advertisers accept Google's recommendations and thus achieve high OptiScores?

3.Does the advertising budget influence the OptiScore?

Die Studie analysierte Konten, die mindestens 90 Tage aktiv waren. Das monatliche Werbebudget lag zwischen $500 und $1 Million. Sie berücksichtigte sowohl E-Commerce– als auch Leadgenerierungs-Konten.

The data showed a clear connection between high OptiScores (over 70) and better performance across most metrics. These included Cost per Acquisition (CPA) and Return on Ad Spend (ROAS). Accounts with OptiScores of 90-100 outperformed those below 70 in ROAS by 186%. The Cost per Acquisition was also lowest in the group with the highest OptiScores.

Interestingly, accounts with an OptiScore below 70 performed better in two categories: conversion rate and click-through rate (CTR). This indicates that a lower OptiScore does not necessarily lead to poorer performance, especially when CTR and conversion rate are critical factors.

Summary

• Accounts with OptiScores of over 90 have the best ROAS and the lowest CPA values.
• Accounts under 70 surprisingly performed better in terms of conversion rate and CTR.
• The OptiScore has no significant impact on the cost-per-click (CPC) or the CTR.

A central theme in the discussion around the OptiScore is the skepticism towards Google’s recommendations. Many advertisers suspect that these recommendations are more aimed at increasing ad spend rather than improving campaign performance. Nevertheless, the study showed that accounts that accepted Google’s recommendations generally performed better.

Only 5.5% of the accounts examined adopted Google’s recommendations. Among these, those with OptiScores of 90-100 achieved the best results. However, there is evidence that many advertisers improved their OptiScores without following the recommendations. This suggests that rejecting recommendations does not automatically lead to poorer performance.

The data shows that advertisers performed best when they were actively working on their accounts. It did not make a significant difference whether they fully adopted Google’s recommendations or not.

Summary

• The majority of advertisers (95%) do not accept Google recommendations, but still achieve an improvement in the OptiScore.
• The best results were achieved by accounts that both accepted Google recommendations and actively optimized their campaigns.

Another aspect of the study was the impact of the advertising budget on the OptiScore. Contrary to expectations, the analysis showed no clear connection between budget size and OptiScore. Accounts with high budgets did not automatically achieve higher OptiScores, and those with smaller budgets often produced similar results.

The budget only played a role in the lower OptiScore ranges. When an OptiScore increased from below 70 to above 70, costs went up. However, this effect disappeared once the OptiScores reached the higher ranges.

Summary

• The advertising budget has no significant influence on the OptiScore.
• Higher expenditure does not necessarily lead to a better OptiScore or better performance.

Although the OptiScore does not directly influence the auction process, it serves as a useful health indicator for account performance. Advertisers should not consider it a primary KPI but rather use it as a guide to identify optimization opportunities.

Best practices for using the OptiScore:

• Stay active: Those who carry out regular optimizations often achieve higher OptiScores and better campaign performance.
• Empfehlungen genau prüfen: Es ist sinnvoll, Google-Empfehlungen nicht blind zu akzeptieren, aber auch nicht komplett zu ignorieren. Viele Empfehlungen, besonders zur Kampagnenhygiene, wie das Bereinigen negativer Keywords oder das Verbessern des Conversion-Trackings, können hilfreich sein.
• Prioritize: Use the OptiScore to identify where optimizations are most urgently needed. Focus on areas that have the greatest impact on your campaign goals.

Die Studie zeigt, dass der OptiScore ein nützliches Werkzeug zur Bewertung der Kontogesundheit sein kann. Dennoch sollte er nicht der einzige Erfolgsindikator für Google Ads-Kampagnen sein. Ein hoher OptiScore korreliert oft mit besserer Leistung bei ROAS und CPA, doch es gibt auch Ausnahmen. Einige Konten mit niedrigen OptiScores erzielen dennoch gute Ergebnisse bei Konversionsrate und CTR. Werbetreibende sollten den OptiScore letztlich als einen von vielen Indikatoren nutzen, um ihre Kampagnen kontinuierlich zu optimieren.