An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign’s optimization score is 40%. What does this score indicate?

• The campaign score has 60% headroom to improve.
• The campaign is 60% less optimal than other company campaigns.
• The campaign is running 40% over budget.
• 40% of the revenue she allocates to her campaign is being used in the wrong areas.

Or

• The campaign could be improved by 60% if the listed recommendations are followed.
• The campaign is 60% less optimal than other company campaigns.
• The campaign is running 40% over budget.
• The campaign is 40% optimized for the given keywords chosen by the previous campaign manager.

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