Microsoft Ads announces optimization score

Optimization Score is now available on the Recommendations tab in Microsoft Ads, according to the latest announcement from the company. The new scoring system is meant to help improve advertisers’ account optimization status and potential, help advertisers spend their time more efficiently and to prioritize the optimization actions with higher impact, and track their optimization efforts over time.

“Along with the overall Optimization Score, you’ll see a list of recommendations tailored specifically for your account, to help you optimize each campaign. Each recommendation displays a score uplift percentage, showing how much your optimization score will be impacted when you apply or dismiss that recommendation. Optimization Score is available at Account and Campaign level, and is shown for active Search, Shopping and Audience campaigns,” said Jessica Cui, Principal Program Manager and Cristiano Ventura Sr. Product Marketing Manager.

How to check Optimization Score in Microsoft Ads. Visit the Recommendations page in Microsoft Advertising. “You’ll see a percentage score in blue (see below). Each category of recommendations is shown with an aggregated score uplift from the recommendations belonging to it, and each recommendation is indicated with a score uplift in an ellipse on the top right of the card with a value from 0.1% to 100%, representing its estimated impact on your account or campaign performance,” wrote Cui and Ventura. If you apply or dismiss a recommendation, your score will adjust accordingly.

How is Optimization Score calculated? Microsoft Advertising looks at multiple aspects of a campaign: bidding and budgets, keywords and targeting, and ads and extensions. From there it determines if these features are fully optimized and displays recommendations for full optimization. “The recommendation is evaluated by its impact to your performance: the more performance impact from the recommendation, the greater effect on your overall score,” according to the announcement.

How to improve your scores. Any recommendation can be applied or dismissed. “You can see the total score achieved from the dismissed recommendations, showing as the light blue portion of the percentage bar. For example, if you apply or dismiss a recommendation that has a score uplift of 10%, your account’s optimization score increases by 10%. Applying or dismissing all recommendations can get you to 100% for your account,” said Microsoft Ads.

Why we care. Google has had optimization scores and the ability to apply or dismiss for a while now. This means Microsoft Advertisers will have a similar experience in the competitor platform. The availability of Optimization Score in Microsoft Ads now means advertisers have the option to ensure they understand all of the recommendations and consider options they may not have before.


About The Author

Carolyn Lyden serves as the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making marketers’ jobs easier with important news and educational content.