Optimization score ranges from 0% to 100%, with 100% meaning the campaign is following all of Google’s recommendations and no further optimization can be made.
The score is designed to help identify opportunities for improvement, as well as prioritize recommendations so advertisers know what to act on first.
Google Ads’ optimization score works the same way across search, shopping, and display campaigns. Though Google notes that there are recommendations unique to display campaigns.
Recommendations unique to display could include creating smart display campaigns, using targeting expansion, and adding responsive display ads.
Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt has an uncanny ability to make the most complex subject matter easy to understand. When he’s not ferociously following and covering the search industry, he’s busy writing SEO-friendly copy that converts.