The optimisation score that was so far available for Search and Shopping campaigns has been extended by Google to Display campaigns since the 4th December.
As with Search & Shopping, the optimisation score for Display ranges from 0-100%, and it indicates how well your campaigns are set to perform based on the targeting, bid automation, ads and more. The score has been created to help advertisers identify opportunities for improvement and to know which recommendations they should prioritise first. According to Google, advertisers who increased their account-level optimisation score by 10 points saw a 10% increase in conversions, on average.
There are separate optimisation scores for Search, Shopping & Display at the campaign level, but there is also one combined score for the whole account.
Even though Google’s optimisation score works the same across Search, Shopping and Display campaigns, they have added unique recommendations just for Display. This includes creating Smart Display campaigns, adding responsive display ads and using targeting expansion.
Check your account now and start prioritising the given recommendations to increase your optimisation score and improve performance in your account.