Google Ads decide which ad between you and your competitors will display for a specific search query. To be honest, I made this term up but it helps me visualize this optimization strategy better. Part of my weekly ad campaign checks includes looking at impression share and my client’s Ad Hierarchy. If your impression share is 100% (which is almost impossible on non-branded terms) that means your ad showed for every search query that was related to your keywords.Īs an SEM specialist, increasing impression share is an easy way to start getting more impressions, clicks, traffic, and conversions to your campaign for the same cost. Impression Share is the percentage of impressions your ad actually received compared to how many impressions it could have received. In 2022, the secret formula to your Google Ad campaign is to focus on your Impression Share. Let us take care of your marketing efforts so you can concentrate on what you know best, your business.Impression Share: The Google Ad Hierarchy If you have a business and are looking to run a PPC campaign or are already running a PPC campaign and are looking to improve it, don’t hesitate to give us a call or email. It requires time, research, analyzing and the list goes on. Managing and optimizing PPC campaigns whether it be in Google Ads, Bing Ads, Facebook, etc is not easy work. Well there you have it, 6 tips to boost your impression share in Google Ads. However, not using ad extensions may affect your quality score, and we now know that in some cases, if you have a lower quality score, your ad may be shown less and will result in having a low impression share. It doesn't necessarily mean you will have a lower impression share simply by not utilizing ad extensions. This tip is a bit like having a low ad position. This will let the Google Ads system know you would like to be competitive and more aggressive. If your impression share is low, try increasing your bids to achieve a higher ad position. Tip 5: Bump Up Your Bidsīy now, you probably see the pattern and how many of these aspects of Google Ads all work together Bids, ad position, impression share, CTR, etc. To fix this, make sure your keyword, ad and landing page are highly relevant and make sure to keep a solid ad position to achieve a good click-through rate. The reason being is that if Google does not believe that your ad is highly relevant, then your ad will be limited to the amount of users who get to see your ad, thus your ad and key term receiving a lower impression share. Google Ads impressions’ foremost objective is to deliver its users the ultimate searching experience, and that means high quality search results.Īs an advertiser, if you have low quality scores such as 1/10 – 4/10, then your account may suffer lower impression shares. There is a lot of hype around the term and maybe there should be in most cases. If you're new to the PPC game, you’ll get to know this term pretty well. Quality score, quality score, quality score. If you do find a keyword with a very low impression share, decide whether it’s performing and worth keeping or not, if it is, try putting the term in its own ad group for better management. This will allow you to quickly see which keywords have the lowest and highest impression shares. In your ad group, at the keyword level, be sure to include the impression share column. Some advertisers may be running several keywords in one adgroup and in some cases, an advertiser will have a low impression share at the adgroup level or campaign level.ĭigging into your ad groups to scan through your keyword lists is a good way to find keywords that may be making a dent in your impression share. Make sure you have enough budget to last the day as well. If your impression share is lower than 80% and you have lower than desired ad positions, then it’s time to bump up your bids. Having a low ad position does not necessarily mean you will have a lower impression share, but it can definitely be used as an indicator. If the traffic is there, you can try lowering your bids so you can ultimately pay a lower cost per click, allowing you to squeeze more clicks out of your current budget without increasing your spend. You may be bidding too high and paying too much per click. Some ways around this would be to of course increase your daily budget, but first, take a look at your keyword bids. If you are running ads with a low daily budget, you may hit your daily budget too early in the day, resulting in your ads not showing until the following day thus affecting your search impression share. Tip 1: Are You Maxing Out Your Daily Budget Too Early in the Day? Tip 1: Are You Maxing Out Your Daily Budget Too Early in the Day?.
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