PPC

Know How to Implement Effective PPC Bidding Strategy

In pay per click advertising, advertisers bid on the most potent keywords to display their ad on relevant search queries.

Bidding prices often depend on the selection of competitive keywords as well as on the numbers of competitors.

When the specifically purchased keywords are typed into the search engine, the ads with matching keywords appear on the top of the organic result with the prefix ‘Ad’.

A successful PPC ad campaign is made of several efforts that make it a stand out among the sea of similar ads. Being a competitive arena squeezing out your best performance is quite a diligent task.

There is no prominent benchmark that defines a successful campaign. It is the zeal to research and testing that brings out the best thing from a campaign.

Bidding is the most crucial part of the entire PPC exercise. Creating responsive, relative ad copy, landing page and attractive call to action are not enough.

[bctt tweet=”Poor bidding strategy can make campaign fail to achieve the goal.” username=”adstriangle”]

A bid strategy is crucial to utilize your tight budget or ad-spent in producing a good result. To achieve a considerable amount of conversion you have to make your ad appear against the most relevant search queries. In the same way, you should stop your budget being exhausted from bad clicks.

Most importantly the bid amount per click has to be competitive enough to win over its counterparts.

Make target oriented bidding strategy

PPC can be extremely beneficial for your business if it is strategized around your need. You may have a physical shop where your target is driving footfall.

It may be repeat purchase or getting most clicks on existing budget. You need to make it customized according to your need.

Let’s explore how you can create your bid strategy depending on your needs-

Automatic bidding may get most clicks on a specified daily budget

Before targeting this strategy, be sure that this bidding type can increase your clicks but they may not generate expected Conversions. The ultimate goal of any PPC practice is generating more conversions.

If clicks do not generate conversion then they are just futile. In spite of these entire if you strongly want to jump to increase your clicks then go for Automatic bidding.

In automatic bidding, AdWords show your ad in opportunities where cost per click is low. It allows you get most clicks on your daily budget.

Obviously, not all clicks will be relevant for your business and won’t convert into conversion. To combat this situation you should take off some external help to monitor the conversion rate.

If not monitored, this situation will continue to exhaust your daily budget without giving you any result.

Automatic bidding is suitable to apply on the ad campaign level. Applying it to the ad group level or keyword level would require use Flexible bidding strategy which is called Maximize clicks.

In this version of bidding, first, you will create a strategy and apply it to the ad group level or keyword level where you want to.

This strategy will be exclusive for certain ads or keywords and that is why its spending would be separate from your existing daily budget. In short, you will be spending on your daily budget and also the budget allocated for maximizing clicks.

Maximizing clicks allows scheduling ads and takes care of the bid management.

Manual CPC Bidding

Manual CPC bidding is very basic bidding strategy of AdWords that allows you to set a maximum cost per click. This can be applied on per click, per Ad Group, per keyword or placement basis.

The basic difference of this strategy with automatic bidding strategy is it lets set your desired amount. In automatic bidding, Google does this job for you.

Get as much conversion as possible (Enhanced CPC bid)

When you want to bid high and have good control over it to garner maximum possible conversion, opt for Enhanced CPC bid.

It allows you run experiments on bids based on the likelihood that they will convert. In this strategy, you must enable conversion tracking data. Based on conversion data AdWords will automatically adjust bid amount to generate maximum conversion.

Bids may get 30% increased for clicks which have higher possibilities of bringing conversion. Clicks with lower potential to convert get lower bids.

Set a specific cost per conversion by using CPA bidding

When you want to set a specific cost-per-conversion rate for the campaign Conversion optimizer would come to your aid. It is also known as CPA bidding.

Conversion Optimizer sets a target cost per conversion at the campaign level. In order to implement it, an advertiser much has at least 15 conversions in 30 days. AdWords uses account history to predict future conversions.

You will find that your cost per conversion rate is quite higher than your set target. But over the period of 30 days, you will find that your target is met.

Use this feature when your account has a considerable amount of account data. AdWords accuracy depends on how much data it gets to analyze.

More the data an account has, the accuracy of the calculation of AdWords increases. It allows AdWords to decide bid amount and meet the target.

If you put a very low cost per conversion target then AdWords won’t show your ads as the target is impossible to achieve.

Keep your eyes open while utilizing this feature so that AdWords reduce bid amount at an alarming level when usually you do not have the conversion.

If you are an owner of a bakery then your sell jumps up during Christmas and new years. But that does not mean your conversion stops during other times of the year.

Conversion optimizer increases bid amount during peak times and reduces then in when the conversion is low. Everything is done by scrutinizing your account’s historical data.

You should provide it a period of one month to know whether it is working for you or not.

[bctt tweet=”Conversion Optimizer sets a target cost per conversion at the campaign level.” username=”adstriangle”]

Create a brand image with CPM Bidding (Cost-per-thousand viewable impressions bidding)

CPM bidding is for those advertisers whose focal point is creating brand awareness. They want a large number of people to see their ad.

In viewable CPM bidding, you set a target bid amount that accumulates you thousand impressions. It helps in generating more clicks and results in increased CTR. It might reduce your CPC bidding spend.

Google estimates how many clicks your ad may receive under thousand impression. In CPM bidding, you do not pay for the ad impressions which are not viewable.

Still, many advertisers simply prefer this option to increase their brand awareness.

Get the top position in paid search results with Flexible bidding Strategy

Before thinking about this proposition, think again whether you need it or not. If the top position in the paid search list is just kind of pride for you then please refrain from having such thoughts.

In Flexible bidding strategy, you can blend manual and automatic bidding to implement in selective areas of your ad campaign. It can simultaneously work on improving conversion rate, boosting keyword performance and also might be your return on spend.

For example, AdWords targets search page location bid put the ad in top position and adjusts bids accordingly. Keeping demand in mind AdWords would set the bid amount similar to the bid amount of top positioned paid ads.

If you find that their estimated bid amount is much higher then you can choose a bid amount that is the percentage of that bid amount. This way you can make a $2 bid amount reduce to $1 by reducing it to 50%.

You can put a cap to your max CPC bid so that it does not get higher than your budget.

You can go for flexible bidding strategy in AdWords shared library. There you will find six bidding strategies-

1.Enhanced CPC-

It has been already discussed above. It gives Google the freedom to enhance or reduce bid by 30%.

2.Target Search Page Location-

Using this strategy is fun when your ad is doing very well in Google search. Your ad is coming top of the organic search. According to Google, it automates bidding across campaigns, ad groups and keywords to show your search in the top of the page or first page.

The target of this strategy is only in search network. If you want to make sure that your ad gets a specific position in the paid search list then use ‘Target search Page Location’.

Before taking on this strategy remembers that it does not work in Google partner network and this strategy does not always guarantee that it would place your add at the top of the paid search list.

3.Target CPA-

There is an advanced option in CPA. You can use target CPA when your campaign has multiple ad groups and keywords for each of which you want to set different CPA target.

It is part of AdWords flexible bidding strategies. The good thing about it is you can set a minimum CPA and AdWords cannot set your minimum CPA bellow that.

Be careful about scheduling and mobile bid adjustment. If you won’t set it at 100% Conversion Optimizer and Flexible Target per Acquisition will set it for you.

4.Target Outranking Share-

If you have to count all your performance goals on the basis of surpassing your competitors then this is the bid strategy you can try.

If you set your target outranking share at 60% then Google will automatically set the bid amount to outrank your competitor in 60% of the auctions.

5.Maximize Clicks-

It functions same as automated CPC bidding. But this strategy often generates low-quality clicks and low conversion.

6.Target Return on Ad Spent-

The ultimate goal of PPC is getting a decent return of money spent on ads. The only way to achieve this is having a good conversion rate. Good CPA is important but unless it brings enough conversion it is fruitless.

The strategy should aim to ‘Target Return on Ad spends (ROAS)’. To make this work you need to apply a conversion value to each conversion. It takes your conversion value or Google Analytics e-commerce value in the account.

By tracking each conversion AdWords puts a certain value on it.

Suppose a request to quote costs $11 for your business and AdWords puts the value to conversion accordingly. Again your target is 6xROI then your target return on ad spent is 600%. For every $1 spent you are expecting $6.

[bctt tweet=”Good CPA without good no. of conversions is not good for your business. ” username=”adstriangle”]

Bid Modifiers

Bid modification is an equally important task as choosing the right bidding strategy. As bids vary depending on geographic location, the day of the week, time of the day and device, changing the bid amount according to becomes very much important.

You must monitor all the metrics in order to see whether the set location, date, time of the day or device is yielding the proper result or not. Are those selections are proving right for your ad?

Find out the peak time slot of your ad in the entire week or entire day. Find high conversion locations in view location under dimensions tab.

If California is proving expensive and unprofitable for you then set negative bid modifier for California.

[bctt tweet=”Modify your bid to get maximum benefit from your campaigns. ” username=”adstriangle”]

Target sales not conversion

Do not target conversion just because you are supposed to. Your target is sales. Conversion is the desired goal of the advertiser; it may not be a purchase.

Tracking sale generating keywords is mandatory to know how many leads it can generate. Unless you are considering your PPC traffic similar to a random cost per conversion goal.

Do set your hands off if you see high sales rate than others. Just work with more zeal, try to acquire them and bring more conversion for your business. It will help you in gaining more revenue.

Impact of seasonal trends, offers, and different keywords

Seasonal trend is the powerful factor which leaves a great impact on sales. For example during Christmas flight fares, cloth and food items see a sharp rise in the purchase. This is called seasonal impact.

Similarly, during Valentine’s Day, the sales of rose, cakes, and teddies increase. This is the time you should bid aggressively to capture as much conversion possible.

Certain keywords carry high selling potential. These keywords cost more while bidding but for their exceptional track record you must not avoid them. This signifies how the use of different levels of keywords brings impact on your margin.

Offers also have the magnetic quality of attractive sales and conversion. It is a sure shot weapon that fails less often in luring customers.

Different Bidding strategies

Bid Jumping

It helps you maintain high average position in spite of having lower bid amounts.You have to pay higher CPC along with higher CTR for a certain period just to lower the bids slowly later on.

In the mean time by lowering the bid amount you can find that your conversion rate is low and CPC is average but performance is stable.

Branded keyword Bidding-

Bidding on branded keywords is very much fruitful and it is more than the ability to control the ad message.

Branded keyword can increase the performance and strength of account to a great extent. It does not mean that you must have them at any cost rather you can consider having them for your ads.

Make your customers come back and purchase again using RLSA

You want your customer to make repurchase and that is why remarketing list for search ads is what you need.

For repeat customers remarketing list for search, ads are the effective way. Though it sounds bit complicated but actually it is not.

The benefits of using RLSA

It targets relevant customers who have already expressed their interest and made a purchase.

It cuts out right bid amount by calculating the value of the potential customer who has already made a purchase and also improves ROI.

You can customize you message to make it more suitable for that customer who has already paid a visit and purchased.

[bctt tweet=”For repeat customers remarketing list for ad search is an effective way.” username=”adstriangle”]

Suppose, a customer has bought a black dress from you online and now you can increase the bid amount for that customer and start showing different accessories, makeup or matching the shoe to that customer.

The bidding cost will be comparatively low as the customer has already made a purchase from your site, the searching is for accessories, that is why she has higher possibilities of converting again.

Bidding high also allows you show accessories ads to an already converted customer and ads also come higher up in the search results.

It is actually one of the many other ways to implement RLSA in your bidding strategy.

Closing Thoughts

In AdWords, many strategies are there and most advanced of them is flexible bidding strategy. It is flexible and at the same time complicated.

These strategies have tried to cater different needs of advertiser across the board. But the possibility of PPC is beyond those strategies.

You can always mix your ideas and different strategies to suit your need. None of these strategies promise to provide guaranteed success. The success lies in finding out what works for you through several trial and tests.

Most advertisers fail to gauge the impact of implementing PPC in their business. With changing the environment and consumer behaviors, picking up new PPC marketing strategy is important.

by Pradeep Singh on

10 Simple Useful Excel Tips Every PPC Expert Should Know

A PPC expert knows how to take advantages of every possible resource.

There are several PPC tools available- some are paid and some are free. Along with having assisted with these tools PPC professionals also bring out benefits from other nonconventional options.

Microsoft Excel tops that list. Though there is no such direct relationship with Adwords or other PPC platforms but for its allied features, MS Excel has similar importance in PPC Campaign management.

PPC is a field where huge calculation goes on in keyword research, ad copy creation and data crunching.

Structure Your PPC Account and Build Campaign in Excel

Your PPC account should be well structured so that you can have a comprehensive understanding on-

how each metric is performing
which areas need more attention
where optimizations are required
whether targets are fulfilling
Amount of profit

The PPC account structure is built according to the requirement of you or your client. In the excel sheet, you can organize things according to location, device, match type, ad-group, max CPC.

It also makes way for-

Reporting of different levels
Better optimization due to clear understanding
Improvement of quality score that enhances the relevance of ad copy
Easier campaign building

10 Useful Tips on How to Employ Excel for PPC

You need to be swift on saving time and effort in excel. There are lots of tricks and tips to shorten the time taken in doing lengthy calculations. Some of them are:

1. Shortcut for currency and percentage calculation

While calculating currency and percentage keyboard shortcuts come handy. The keys ctrl and shift help to remember shortcuts.

Sometimes, even use of mouse seems time taking while turning a number into currency or short cut. Just press ctrl+shift+4 in the desired cell and the amount will turn into the dollar.

In this case, only pressing shift+4 will not work until ctrl is also pressed. Ctrl will turn the number into a currency number.

The process goes same while turning a number into a percentage. Ctrl+shift+5 will convert the cell number into a percentage number.

2. Calculate sums automatically with “ALT+”

Tricks are meant to save valuable time. Summing the values of each cell through the consecutive columns or rows requires you to write the formula every time.

There is a simple trick that does not involve putting the formula every time.

Press ALT button then the = (equal) key, the sum of entire row and column will be done in less than a fraction of seconds.

3. Just copy the formula with double click

It is not a keyboard shortcut rather a small trick. During calculation of conversion rate and click through rate same formula requires to be repeated.

Calculating several rows of data with same formula is a tedious job. To complete it within a second first put all the necessary data and calculates the first calculation by typing formula.

Now, just hover the cursor over the cell and take it to the bottom right corner where a plus sign will appear. Just double click on it. The calculation of the remaining cells in all the rows will be done automatically.

[bctt tweet=”Using Excel you can quickly calculate numerous rows of data. ” username=”adstriangle”]

4. Freeze the top rows of the spreadsheet

When you have hundreds or thousands of rows and columns of data it becomes difficult to determine which row or column is what. You can fix the header row or column to speed up the job.

Using ‘Freeze Pane’ it can be made possible. To use it, first, highlight the row situated below your desired row which you want to freeze. Go to menu bar and select option ‘view’.

Under view, to select e ‘freeze Panes ‘ button and three options will come, a) freeze pane, b) freeze top row, c) freeze top column. Select ‘freeze pane’ button and the header row will become fix and now you can scroll through your data without going to the top row again and again.

You can also use this function (Alt + W + F + R), it Freezes top row in Excel sheet.

5. Function VLOOKUP

VLOOKUP allows correlating data from different spreadsheets and speeds up your both analytical and practical jobs.

Suppose, a PPC expert has created 200000 keyword level URL which is again classified into a product category, location and searchable in client’s site search function.

It is truly a daunting task to handle such a big amount of data that requires being connected through many categories. In this specific case, if some pre-work is done by creating a master ad-group level product category IDs the job becomes a bit easier.

Next, using VLOOKUP function a massive amount destination URLs can be produced by correlating keywords and Ad- Groups.

VLOOKUPS is also useful when multiple accounts are running and competition against each other. Using VLOOKUP you can tally CPC bids.

This function brings out the maximum and average CPC bids. You can monitor the expense of the entire Ad-group. Keeping average CPC bid price under control is important.

Often certain keywords price gets inflated and that affects the average CPC cost. With VLOOKUP, you can identify that. Just download the keyword report and correlate them with this function.

6. Use of Concatenate

In PPC excel is primarily used to keep all the data and calculations organized. A PPC expert has to slice and dice huge amount of data in order to bring the best combination to work.

Concatenate function allows joining text of different cells into one cell. It also does the next part of the job where VLOOKUP has stopped.

Concatenate, in generation 200000 unique destination URLs, joins all the different elements correlated by VLOOKUP.

It actually makes destination URLs fully functional. This function is very much useful even for connecting URLS with UTM codes.

Concatenate aids in connecting ad copy with the Ad- Group name. First, select a name for ad-group like, ‘Red sandals’. Now, using concatenate you can tag your ad copy around the ad-group name e.g. ‘Buy red sandals now’.

[bctt tweet=”Make mass data and several calculations organized with ExcelConcatenate function.” username=”adstriangle”]

7. Len and formulas of word count

Len counts the number of characters in a cell including spaces. This formula comes handy during counting long-tail- keywords.

Len works like your assistant while restructuring an account. For example, if your exact matches are more than three words long then it will be also added to Modified keywords match.

Len will start finding out keywords conforming to following criteria. Once the job of identifying the keywords is done, all you need to do is copy and paste, concatenate, find and replace to complete the task.

8.’Find’ and ‘Replace’

This old fellow is still useful these days. Not just in MS- Document but ‘find’ and ‘replace’ save a massive amount of time for PPC account users’ big time. Newbies should also learn how to use it judiciously.

With ‘find’ and ‘replace’, you can find certain keywords in an article and can add more details to your keyword research.

While creating ad copy ‘find’ and ‘replace’ can reduce your job if you want to bring change in the ad copy.

As in the previous example, the ad-group exact match keyword was ‘Red sandal’. Now if you want to change this in each ad copy, simply use ‘find’ and ‘replace’ and put your desired keyword in every ad copy.

Making all your broad matches into modified keyword matches is effortlessly easy with find and replaces function.

To make a broad match a modified broad all you need to do is adding plus sign in front of every keyword.

Now, concatenating the space in front of keywords with ‘+’ sign will create modified broad match in seconds.

9. Importance of Pivot Table

Use of Pivot table is a must have for every PPC account manager. For beginners, it may seem bit complicated but actually, it is a helping hand, an indispensable feature.

It helps in looking at account performance, quality score, Ad copy performance, Average position, locations, and devices. Whatever data comes in spreadsheet form, using Pivot table you can have an insight.

It is like having a bird’s view of your entire PPC activity of an account. It helps in creating better marketing strategies.

The things that pivot table brings out are-

a) Insights on quality score

It shows what kind of traffic is pulled by what kind of quality score. Measure it by percentage.

b) The relationship of CTR and conversion rate

It varies depending on the position you are in. Using Pivot tables you can analyze what position works best for your ads.

First segmenting the data and then aggregate them all into the pivot table. It will open a different way of looking at the entire data. You can take different actions by looking at this data for the account.

c) Different variants affect your account in multiple ways.

Put the search query data in the pivot table and see how cost, conversions, CPL and other match type elements are working.

Google always wants to increase the volume for your account. You have to decide whether you want that extra volume for your account or not.

In Pivot table, you can see how the close variants like, phrase or exact match are affecting your account.

d) Ad-Reviews

For Ad Reviews pivot tables can be used to analyze how headlines are performing in different networks. The performance of headlines can vary depending on the campaign and network types.

By labeling each campaign by their selling propositions campaign type, their performance can be monitored using a pivot table.

A clearly distinguished data structure that carries all the elements and their results helps to figure out where a campaign is better performing. If the performance has dropped the table also helps in chalking out which element is registering outcome.

e) Landing page analysis

It is mostly done through Google analytics. Pivot tables still hold a strong place in landing page analysis for non-Google account users.

Put user behavior statistics using analytics along with Facebook and Bing data. Now add relevant campaign/ad group/landing page info in the same column. Also, add analytics data in the new column.

There is no need to use VLOOKUP. Only make sure that you have removed spaces from the interface data.

f) Lead Generation

In the lead generation in Ad Spend returns is important. Measuring how much profit is registering is important. After a long sales cycle, after accumulating client’s backend data, you can easily sync cost in several networks.

A pivot table changes the entire report that used to take a whole day to prepare with VOLOOKUPS, sums, and subtotals.

Similar to the landing page review technique, put all campaign/ad group info in the spreadsheet. Now, put a related number of close leads and revenue from it.

The blank cells will go away when data arrives in the pivot table. This way the entire picture of sales cycle becomes clear. Submitting the revenue report to the client becomes easy.

[bctt tweet=”Excel Pivot Table is indispensable for managing PPC Campaign Data. ” username=”adstriangle”]

g) Dayparting

It is an important factor of PPC. Not all ads perform throughout the day. Each has its own prime time. Find out this by adding a day of a week as the row and time column in the pivot table.

You can also put CPL in another column. This quick report lets you discover whether your dayparting is bringing out desired results or not.

h) Multiple accounts on different product

When multiple accounts on different product run simultaneously comparing data across accounts becomes necessary. During handling so much data at a time data over becomes a general phenomenon.

You must analyze which are your best-performing keywords and in which location they are performing well.

In the pivot table, make an aggregate of performance across all the sites and also add location or site of the data in order to get a clear picture of the entire performance.

i) The performance of placement in display network

It may look sluggish as not all your sites are getting good clicks. In Google AdWords placement report this scenario becomes visible.

Just put all the data in Pivot table to find out wish sites are garnering low clicks. Just add them up to save some valuable bucks.

j) The performance of search partners in Google Analytic Report

The performance of search partners in Google analytic report is not showed in total. You can put the entire data in the pivot table and get a broader picture.

Put the backend data of the performance of each search partner including the referral URLs and prepare another pivot table based on this table.

10. Do not forget using IFERROR

Often when we calculate something with zero Excel shows #DIV/0! Error. It mostly happens when you are calculating CPA data,

It may happen that in spite of spending a lump some money a keyword has not generated a single click. While calculating, you cannot leave this information out.

At this point, the formula IFERROR comes handy. Use this formula in the field of calculation to count ‘spend’ or ‘cost’ where there is zero conversation.

Open the calculated field again and in the CPA field from the Name Dropdown put the IFERROR formula instead of the previous one. Write the formula this way: =IFERROR (Spend/Conversions, Spend).

Final Insights

Hopefully, these 10 tips will help you in future for mass data analysis. These tips are just initiation on how you can better utilize several tools to enhance the performance or to understand your campaign.

Effective ways of using excel have a direct impact on your campaign management. Now it is your excellence to find out more ways for using this wonderful tool more effectively. The more you test the more you can explore.

by Dinesh Thakur on

How to Improve Your Impression Share To Be Ahead of Competitors

If you have just started with PPC advert there are chances that you are missing your potential audience to your competitors.

But how would you know the percentage of customers you are missing?

Most importantly, how would you ensure your advert gets greater visibility when the next time you monitor ad rank.

The answer is focus on Impression share! Yes, If you want your targeted audience click on your ad copy rather than the competitor’s one, work on Impression share.

Folks, Impression share is vital in the PPC world!

By knowing how to improve impression share in ppc you can make your campaign a success!

It has worked for a lot of my clients in the past. It will surely work for you given you read this post till the end.

In this post you will read what is Impression share, How can you search impression share and finally how to improve impression share.

So let’s begin:

What is Impression share?

In simple words, an impression means how often your ad is shown.

Each time your ad appears on Search or Display Network it will count as an impression.

Now once you know the number of impression, calculate impression share.

Impression share is equal to the number of impressions divided by the number of impressions you could get.

Impression share = Impressions/ Total eligible Impressions

Now, by calculating impression share you can know how much visibility your advert getting for a targeted keyword.

For instance, if you have 20% impression share, it means your advertisement is appearing 20% in Google’s search engine pages for the targeted terms.

Thus, by increasing your impression share you can have greater visibility.

Confusing? understand this in layman’s language.

So, I once had a client who felt that his advert isn’t appearing enough as much as he would want it to be.

So he asked me “how can I have a greater visibility for my targeted audience in my local area.”

Basically it was his way of saying how to improve impression share of my PPC campaign?

I hear that quite often. Lot of my clients question me “how to increase search impression share”?.

Now If that question is in your mind too. Here’s what you need to know:

To bring a good number of impression share your ad needs to be relevant and must have high performing keywords.

That’s it? Well, I wish it was that simple.

But there’s more to impression share.

Impression share is a dependent variable, which is dependent on your current ads’ targeting settings, approval status, bids, and Quality Score.

Impression share differs at different levels. In each level, it is controlled by different metrics. It can be viewed at ad group level, campaign level, and keyword level.

Geo-Targeting and Quality Score are more likely to affect the Impression Share. Keyword match type also leaves a mark on it.

The broad match keywords increase your reach to a wider audience but it also maximizes your exposure to a lot of irrelevant search queries.

Companies with low budget should refrain from using broad match. Exact match keywords and medium to long tail keywords are what they should start with.

Impression share differs with the change of network. Impression share metrics actually provide greater insight into the nuances of impression share.

Think impression is your market and consider impression share as your market share. It truly defines the length and breadth of your market.

Why is Impression Share So Important?

Impression share is a metric that helps in keeping the tab on the health of the campaign and overall success.

Analyzing Impression Share can reflect 2 major elements of your campaign-

A.Keyword status

You can monitor the performance of the keywords. It provides required guidance in keywords expansion and gives you courage and confidence regarding their implementation.

You can include negative keywords using search query report to come closer to a user search query against which you want to show your ads. This is an important aspect of improving your campaign’s performance.

B. Analysis of Impression share

Your impression share is your market share. Close analysis of impression share allows you to discover why you are losing this valuable business proposition- is it due to budget or rank?

Let’s discuss the comparative metrics that help in closely monitoring impression share-

Search Impression Share-

It is the impression you receive in the search network divided by the estimate of eligible impressions.

Your target impression share should be 80% in your powerful regions.

Finding the right keywords for ROI takes time and budget is a crucial factor. You should know actually which group of keywords is working for you. If search impression share is high then you do not have worry about other metrics.

Search lost impression share (budget) –

It is the percentage of impression you lost due to insufficient budget. This data is available at the campaign level.

When you lose your campaign you miss out important share in the marketplace. In such situations, strengthen your targeting and my search term reports to add a negative keyword.

Also, before recommending the additional budget, evaluate keywords. To reach the most relevant target audience, use controls like bid adjustment by location and ad scheduling.

Search lost impression share (rank)-

It happens due to poor Ad Rank your ad did not show in search network. Remember this situation will not be indicated in your Ad Groups tab.

Before improving Ad rank first, improve your landing page by conducting tests. By grouping and matching of keywords, try to enhance the quality score.

Search exact match impression share-

When the number of impressions received by your ad through exact match keywords or close variants is divided by estimated eligible impression, you get this metric of impression share.

Include more keywords which are actually multiple variants of the currently used keyword. Variations including the keyword must exactly match the query that the users put.

With high CTR and good volume of traffic, medium and long tail keywords may help you gain efficient clicks.

Display impression share-

Display impression share is the number of impressions received divided by a total number of eligible impressions. It is similar to search impression share; it shows how the display network is pulling traffic for the ads.

Display lost impression share (budget)-

The percentage of display impression share due to lack of display impression share for having an insufficient budget. This data is available only at the campaign level. You cannot get it in ad group level.

Display lost impression share (rank) –

The percentage of display impression share lost due to lack of sufficient Ad rank in display network. Again this data is available in campaign level only not in ad group level.

How you can see the impression share in Adwords

It is important to monitor your data at the campaign level. Checking at this point AdWords allows you to gather greater insight into where your entire effort is falling flat.

After opening your AdWords account follow these steps-

Click on the campaign tab

Click on columns button

Select customize columns and then select competitive metrics.

Now, add the impression share columns

To view impression shares data, add impression share column in specific ad groups using Ad groups and keywords tab. Also ad impression share column in each tab.

Analyzing impression share data

Impression share data is the report of your potential opportunities and it helps you design strategies to get more impressions and clicks.

It provides you to get a deep analysis of the volume of traffic you have at present or the numbers you have missed. Also, know the reason behind low impression share whether it is for Ad rank or budget.

If 70% is your campaign level impression share, do not be complacent about it, work hard towards achieving rest 30%.

How To Increase Impression Share

So you have understood impression share and why should care about impression share.

Aren’t you eager to know how can you improve impression share?

If yes, then here are tried and tested ways you should know now!

A) Figure Out the Gap Between Current Budget & Recommended Budget:

Your budget limit may hamper your campaign success. If your campaign needs further budget allocation and existing budget is not enough to fulfill the current needs then notification alerts would appear.

From impression search lost to budget, figure out the gap between the current and required budget. This metric will guide your future budget allocation.

b) Your Quality Score may start falling due to low ad rank. To keep track of your quality score on the daily, weekly and monthly basis, you should run a script.

Your keywords may be not providing optimum service to raise the quality score. Improve your ad copy or landing page to make it work.

C) Analyse Auction Insights

Reading auction insights can provide valuable insights to the impression share. It helps in comparing and improving keywords.

A drop in the impression share could indicate the need for introducing newer and stronger keywords. It also tells you what is out-numbering your campaign performance.

d) Bid Adjustment

Induce more competition by involving greater bid price. Work closely on bid adjustment. Invest more on powerful keywords and measure their performance regularly.

Put your focus on the exact match keywords. If the performance is still not improving as per your desire then go ahead in bidding more.

Things that help to maximize overall impression share

Apart from working on improving keywords and increasing the budget for the entire campaign, there are things that play a vital role in maximizing impression share.

1- Ad Quality-

Ad quality rests much on the quality score, selecting the right keyword, creating granular ad groups and the creation and testing of ad copy. So, you need to look after these factors.

2- Accelerate Ad delivery-

This option resides in the campaign settings. It determines how long the ad will be displayed throughout the day.

If a standard delivery rate is there in the Ad delivery methods, AdWords does not give any guarantee that you will get all the impressions.

Accelerated ad delivery, actually increases the probability that you will spend your daily budget every day. Acceleration is not recommended for all advertisers.

If your campaign type is ‘all features’, in that case only the ads in that campaign will get this thing enabled. Accelerate improves ad appearance.

It would make your ads appear quickly until it reaches the budget limit. It may happen that your ad is not showing for the rest of the day.

3- Increasing Bid-

Put your ad in a competitive position by increasing the bid amount. Higher bid amounts put a considerable amount of impact in determining ad position.

Higher ranking ads receive more impression share as they appear in the top position and shows greater relevancy with the search query.

4- Keyword match type adjustment-

Keyword adjustment is important. Broad match keywords bring more impression share.

If a brand building is your target then more your ads appear more the brand awareness spreads.

In this scenario, conversion is not your ultimate goal.

Retailers whose target is market dominance use the Broad Match.

Phrase match and exact matches should be your choice when conversions or sales are your primary goal.

The more your keywords are close to the search queries of visitors, possibilities are greater for gaining conversion.

5- Adjust geographic location targeting-

Impression share is increased when your ad is appearing in a geographically favoring location. You should know which regions are interested in your product.

It may limit your ads reach but displaying ads to the uninterested crowd is not desirable for getting quality clicks.

Conclusion

Impression share leaves its mark silently in your entire campaign, through positive or negative impact. When your ad appears to a willing visitor it turns out into a conversion.

A close investigation in its metrics will provide you where and why your ad is losing its eligible market share.

This phenomenon can be triggered by two elements in both display and search network.

Budget and Ad Rank are two important aspects that work behind increase and decrease of impression share.

Limited budget and low ad rank hinder ads impression share.

An advertiser can check the data campaign level. The practice of using exact match in search network works in promoting more impression share.

Impression share plays a great role in brand building exercise. But before delving deep into the impression share arena, also take care of the relative CTR.

Relative CTR calculation allows you to know the position of your competitors. The data regarding their position allows you to revise and enhance your keywords or increase bid price to your ad more competitive.

The more competitive your ads are, the more they will be able to snatch the top position and impression share from the visitors.

by Ajay Bhargava on

Avoid These Worst Advice on Quality Score Improvement

AdWords has so many myths related to quality score.

Users often fall prey to these myths and lose their valuable money by conducting quality score in a wrong way.

The Quality score plays an important place in Google Adwords. Google rewards advertiser which acquire the high-quality score.

Quality score indicated the relevancy of an ad to the queries placed in the search engine.

Relevancy matters at every step.

Through quality score, Google ensures that the ads users are seeing have relevancy with their search queries.

A good quality score is triggered by an array of factors and together it increases the ROI.

It is true that you need to increase your quality score at following levels:

Account Level

It shows the performance of all the campaigns, ad groups, keywords and ads of account. Basically, it is a combined report of all the keywords, ads, and ad groups.

When your account gets clogged with low-performing keywords, the account level Quality Score falls drastically.

You can read more about the account level quality score at our previous blog post.

Though the reflection of improvement cannot happen overnight because of Low performing and lower quality score history, it will take a few moments.

Ad Group

The ad group is a combination of ads that share the same set of keywords. In order to get the overall good quality score, each ad group should perform well.

Each well-performing ad group contributes developing the overall quality score.

Checking quality score at this level helps you to scrutinize where your campaign is lacking. You need to restructure your ads to improve the score.

Keyword Level

The performance at keyword level is calculated how much keywords are relevant to the search queries.

Keywords can get scores between 1 and 10. Score 1 indicates poor score and 10 is the top score.

Landing Page

Relevance, originality of content, transparency, and navigability of landing page are pillars of a good landing page.

Google simply wants the websites to become more user-friendly. The landing page that shows these qualities earns more quality score.

This score is also important for advertisers. A good landing page ensures better profit and ROI.

Ad-Level Quality Score

Each ad running in your ad group will have a different quality score.

Sometimes, ads with high CTR often fail to bring conversion. It hampers return on investment or ROI.

In that case, delete or pause low performing ads and create a new ad text. You can do A/B testing of ads to improve the quality score.

[bctt tweet=”Higher be Quality Score, lesser you need to pay for CPC click.” username=”adstriangle”]

Importance of Quality Score

The quality score plays a vital role in increasing Ad rank that in turn reduces the cost of the advertisement in Google. Google does it to encourage a good performer.

Ad rank is basically the position of the ad in the search engine. It is decided by the performance of the relevancy of the key factors that increase quality score.

Ad rank is determined by multiplying the CPC bid with the quality score of the respective section. Google also consider ad extensions which calculating ad rank.

Ad rank for Google search network is:-

CPC Bid x Quality Score

You can read more about how to improve quality score at our previous blog post.

Myths Regarding Quality Score Improvement

Pop Ups Improve Quality Score

This is one of the worst kind myths that seriously hampers your ad campaign.

When a pop appears that is very hard to remove from the screen creates irks in the viewer’s mind. Usually, in most cases, they leave the site immediately.

70% users in 2014 said that use of irrelevant popup annoy them. Usually, popup disrupts reading and compels them to make the departure.

Technically popup helps to grow email list that works in aid of marketing.

If the user cannot find a way to get rid the popup then Google takes it seriously. It may result in blocking of the website permanently.

If your target is building a website that would make a long-term relationship with the visitors then shed those irritating pop-up.

With time popup is gradually losing its relevance.

Bid to the Top Position

By being in the top position or number 1 in the search results your ad is making the most money for Google. So Google will reward you with the high-quality score.

Now, this very myth needs to be busted immediately. Actually, it is the only half-side of truth.

Your goal is achieving higher conversion rate. Your click through rate, average ad position, impression share, quality score has no influence on conversion rate.

It is a dependent variable. It is controlled by some elements which may affect its performance but cannot make it happen.

Factors like ad extension i.e. site links, call extension and location also contribute to attracting quality clicks.

If ads fail to garner expected CTR it may harm your Quality score. And quality score directly affects ad rank.

Getting top position will only be useful for you if your target is branding. Generating expected ROI is the ultimate goal of placing PPC ad and you do not need top position for that.

After earning good CTR, your target should be improving your position to increase quality score.

In AdWords, there is no stopping. You have to keep improving to stay relevant in the search engine.

Invest More and Google will Show Your Ads More

This is entirely a false assumption that Google promotes only high spenders. It actually goes against the integrity of the Google’s auctions.

This misconception about Google’s policy was quite in practice in 2005 and unfortunately still is in some places.

Google has created this system in order to create a level playing field for both big and small business houses.

Small account spenders can’t spend at par with big houses. Again they do not get the amount of traffic that big houses receive.

But they are treated equally in auction platform. When both of their ads show up, they can compete with each other with their website relevance.

Increasing CPC bid or daily budget does not help much in increasing quality score. It would be foolish thinking that Google will give them more preference.

Google wants websites to be more user-friendly and relevant. Google have put definite guidelines.

The target of the advertiser should be gaining more by investing less.

If a big house decides to increase the total amount of investment to $1000 where required average CPC spend per day is between $50-200 then the company is making a costly mistake.

At the end of the day, you cannot stretch your daily budget to $1000000.

Quality Score Suffers When Ads or Keywords are Paused

When low performing ads or keywords are paused, you’re actually giving your campaign a breather.

AdWords counts your quality score by calculating the overall performance of the campaign. It also counts the quality score of each ad and ad group also.

A low performer will drag down your quality score when counted in average.

Pausing a non-performer is always good because then it does not contribute to your campaign and score calculation too.

It is better to block it from putting your quality score down.

Putting AdSense on the Site

Google’s AdSense is used by website publishers. It falls under Google display network platform.

By using AdSense publishers display content related targeted ads on their website. For this, they only have to add little amount of HTML code to their site.

When a visitor clicks on these ads publisher earns money. It is the easiest way for bloggers and webmasters to earning money from their site.

On clicking on these ads, Google also gets money. The myth regarding Google AdSense goes this way- Google wants to earn money. If ads on your site are getting clicked, Google would want more people to come and click them.

In this connection, to incur more clicks Google will give the good quality score to your website in order to earn more money.

This is a horrible idea and still practiced in many places. As stated earlier Google wants its AdWords enlisted websites to conform to certain rules and regulations.

It does not permit publishers to clog the website with multiple ads. It disrupts viewing and liable to punishment even to the extent of blocking.

Display and Search Quality Score Affect Each Other

Display and search quality scores are different to each other. They do not actually affect each other.

The factors that determine the quality score in display network are entirely different from the factors involved in search network. It is virtually not possible for each of them to bring change in other.

The structure and behaviors of the display network are different from search network.

Old AdWords Accounts Score More

AdWords prefers old accounts and gives the better quality score, is nothing but a misleading fact.

It is often seen that old AdWords accounts are on sale. It is not because they are high performing accounts; rather they were opened long back in 2006 or 2007.

Like wine, with the passing time the price increases. Old accounts have high gross sales and that is why the selling price increases.

This myth too has lost its life. Do not ever buy old accounts. Its antiquity won’t bring you desired quality score.

[bctt tweet=”AdWords prefers old accounts and gives a better quality score, is nothing but a misleading fact.” username=”adstriangle”]

Bringing Change to Your Account Would Lower Quality Score

AdWords always advocates for advertisers involvement. It requires going through experiments to improve quality score and competitive CPC bids.

During mid-2000, there was the common conception that bringing change to the account would cost you losing account history and quality score.

Well, currently this myth does not stand anywhere. It has lost its relevance long ago.

A High Page Rank is Must for Good Quality Score

High page rank does not work in aid of getting the high-quality score.

Many companies still run behind obtaining high page rank through off page optimization and creating back links.

All these jobs are done to put the website in position above organically placed sites.

Google wants its visitors to have relevant search results that come organically in the search results.

Optimization is done in such a manner so that Google does not get any hint. Google does not support such practices and only promotes organic and relevant search results.

If Google finds that a website is acquiring high page rank using some illegal tricks, it immediately bans both agency and website.

Optimization should be done slowly and steadily. Quality score has nothing to do with page rank.

Use of DKI Increases Quality Score

In AdWords dynamic keyword insertion, keywords are dynamically inserted in ads based on search query. It makes the ad more relevant.

But DKI increases quality score is a partial truth. The quality score you see in your account is not used during the auction.

It is kind of a mash up data indicating the overall health of keywords and quality score. Arguably it can be said that during real time auction having DKI increases the quality score to some extent.

Actually, the keywords inserted by DKI are not the exact search query placed by the visitor. It is actually the keyword that you used in the ad group made it appear in search results.

If your keywords length is more than 25 characters long then it won’t show up in the headline. But sometimes Google does show 28-29 character long headlines.

The fact of the matter is the use of DKI increases your quality score, in reality, CTR is increased.

This increase is not because of DKI.

DKI can lower your quality score if ad loses relevance. So DKI increases quality score is nothing but a myth.

Quality Score Increases if Every Match Type is Used

Using all kinds of match types in all your ad groups is absolutely not necessary. It does not aid in your quality score.

Having exact match, phrase match, and broad match just gives a different quality score in each ad group.

The quality score increases due to some random factor or ad difference.

You can consider it as having better transparency in terms of analyzing which match type is working better.

[bctt tweet=”Use keywords match type strategically. Avoid implementing all the match types in a single ad group. ” username=”adstriangle”]

Use keywords match type strategically. Avoid implementing all the match types in a single ad group.

Change Keyword Casing to Re-Enable it

In earlier times (2004-2006), if your keywords receive below 0.5% CTR, Google used to take them off from your ad.

You were not able to get it again. But when written in a different casing, Google used to re-enable its usage.

Such tricks do not work these days. Google has grown faster and has learned from its shortcomings.

Remove Your Affiliate URLs to Getting Higher Quality Score

The priority of Google is providing relevant search to the searcher. Google bans sites and advertisers who perform poorly.

Basically, if your site or advertisement create any hindrance between its searchers and search queries, then Google will slash your existence.

The conception that Google hates affiliates is not true. Affiliates are those who promote others. If your affiliation does not hamper Google’s basic practice and works as the answer to search queries then Google will allow you to exist.

On the whole, the affiliate should work in harmony with Google.

In affiliate marketing, affiliate website receives a part of the profit from each sale that takes place from the affiliation program.

Google is not bothered about whether you are an affiliate or not until you are not negatively affecting its ecosystem.

[bctt tweet=”If your affiliation does not hamper Google’s basic practice then Google will allow you to exist. ” username=”adstriangle”]

Putting Keywords in Meta Tags Improves Quality Score

The Meta tag is an important SEO part of HTML code of any web page. These tags are not visible but help search engines to know about your website content.

Most of the people believe that one should put effective keywords in Meta tags to optimize Quality Score in Search Engine marketing.

If the question is- does keywords in meta tags help to improve quality score in PPC? The answer is big ‘NO”.

You may include Meta tags for SEO. Including keywords in Meta Tags has gradually lost its importance for SEO.

However, when you are dealing with PPC then you can ignore it because Keywords in Meta tags have nothing to do with the quality score.

Quality score is largely depending on CTR. Higher CTR means good quality score.

Meta tags are included in HTML code and that is why they are components of your landing page.

For PPC marketing, your Landing page components must be relevant to your keywords other than using keywords in landing page meta tags.

Landing pages with the clear call to actions and relevant contents increase CTR and thus reflects good QS.

Deleting Keywords with Lower QS Improves Overall QS

In general, theory deleting lower performing keywords or poor QS keywords contributes to improving the overall quality score. However, this is not the best or needed solution. Deleting keywords blindly may harm your campaign performance.

However, this is not the best or needed solution.

By deleting:

Keywords blindly may harm your campaign performance. The fact is not so easy as you think.
Elements cannot erase the historical elements at all and that his why you cannot change the Quality Score history.
Keywords are actually reflected directly on your advertising interface.

You may delete them projecting future historical report as accumulating more data would suppress the negative impacts.

But it will take more times than you can imagine. And the historical reports of those lower QS keywords never disappears completely.

Eliminating keywords is not enough to improve quality score. You need to identify reasons, why they are performing poorly.

You may create a separate ad group with those poor performing keywords in order to optimize them without hurting your account quality score.

Wrapping Up

There are different myths attached with AdWords quality score. Many companies suffer a hefty portion of their budget by practicing them. Quality score reduces advertising price and that is why it is a lucrative proposition for advertisers and PPC experts.

by Ajay Bhargava on

20 Strategies On How to Increase PPC CTR

Online advertising has broadened the scope of traditional advertisements. Now, not just desktops but tabs and mobiles also form a major segment of displaying advertisement. PPC or pay-per-click rules online advertisement arena.

The best part of this platform is, here an advertiser can measure every aspect of his ad campaign through some distinctive metrics. One can measure how his ad is doing on an everyday basis.

One can measure how his ad is doing on an everyday basis.

With a clear and systematic projection of performance, PPC has become the most favorite choice for most companies. Ultimately it is all about ad performance that ensures ROI.

There are several metrics to check ad campaign performance. CTR or Click through rate is an important side of PPC advertising.

What is CTR?

Amongst all the PPC metrics, CTR or Click through Rate is predominant. It is not just a crucial indicator of how the ad is performing but it also plays a vital role in reducing the cost of advertising.

In PPC, advertisers pay for clicking on their ads. When people type a search query in search engine related ads show up in the sponsored spaces.

And whenever an interested visitor clicks on the ad, the advertiser pays money. In short, companies pay to bring traffic to their websites.

How Good CTR feeds PPC advertising Performance

Click through rate is the ratio between the number of times an ad appears and the number of times it is clicked.

Suppose, an ad appears 1000 times and gets 6 clicks. Therefore, the CTR is 0.6%. In the case of AdWords, Google says 2-5% is a good CTR. To get good CTR advertisers bid on high performing keywords and design campaign keeping the psychology of the respective customers in mind.

CTR has an important part in increasing revenue. In the case of AdWords, Google rewards high performing advertisers by lowering their bid amount.

Image Source: Optimizely Blog

CTR also directly affects the Quality score of an ad campaign. The quality score indicates an ad’s CTR, relevancy of keywords, landing page and ad text and historical AdWords account performance. Improved quality score triggers lowering of ad spend.

A high CTR denotes better conversion rates. The original search of the visitor is more likely to be directed to the most relevant topic.

With high CTR, a low-budget ad campaigner can garner high profit and brand recognition. It all depends on the selection and density of keywords. Keyword selection depends on you and your PPC account manager.

[bctt tweet=”CTR is directly related to Quality Score. Higher CTR means good Quality Score and lower ad spend.” username=”adstriangle”]

How to Improve CTR

It all depends on the selection and density of keywords. Keyword selection depends on you and your PPC account manager.

Your account manager can’t recognize your target customer without your help. Only the owner knows the true nature of his company and how it works.

Through gaining a thorough understanding of your company from you, your account manager can design the ad to attract the right audience.

Relevancy of Keyword also gets improved with such close association of the client and ad creator. It also helps in figuring out the negative keywords.

Keywords that do not define your company should also be carefully placed in AdWords. It will keep wrong searchers at bay and save valuable clicks.

For example, if your product ‘red jacket’ also comes under the purview of ‘free red jackets’ then interested visitors will wrongly click on it.

No company does business to give it away free. So, this way several clicks would be lost.

CTR for being so much important metric, some valuable tricks to increase it have been discussed here.

After deciding that you want to opt for PPC campaign keep following points in mind-

1. Implement Seasonal Headlines

It is all about going with the flow and making your ad more relevant to the visitor. Every season comes with a festival with it.

While creating your ad copy you put a reference or the exact name of the festival in order to make the ad look timely and relevant to the user.

It helps the customer to find your ad from the sea of companies who sell similar products. It improves CTR for it improves ad’s relevancy.

Relevancy also works in increasing quality score of entire PPC campaign.

While creating headline include seasonal elements. For example Christmas, thanksgiving etc. In the US there are 40 national holidays.

If your ad is targeted to a specific geographic area, try to capture

2. Use of Trademarks

Image Source: Google Search

Trademark is the mark of trust. When a company displays their trademark in their ad copy it signifies that the company is has a brand image.

Nowadays, most of the customers are brand savvy. They do not buy things unless it has a distinct brand image.

It actually matters of creating a brand reputation that creates a feeling of faith with conviction. Trademarks increase CTR in a good way.

Trademark is subject to copyright. You have come up with your own unique trademark that would increase your brand value.

You have to be cautious regarding the use of a trademark. Google has strict rules and regulations regarding this.

You cannot use your competitor’s trademark in your ad copy. If your ad infringes copyright issues then your company can face legal actions.

In the UK, USA, Ireland and Canada trademark laws are quite stringent. If any of those countries ask Google not let their company’s trademark, Google cannot allow anyone to use it.

3. Put an Offer in the Headline

Image Source: Google Search

Who does not want to get something for free? Seasonal offers, discounts, and free gifts are sure shot CTR enhancers.

Free gifts like free eBook, free evaluation, buy one and get one free etc are good for increasing CTR.

Put that special offer in your headline. At the headline, it would work most effectively.

4. Take Out Prices & Ad Discounts

Image Source: Google Search

Do not project the price of the product in the ads. Its presents significantly decrease Price often reminds viewers that they have to spend a lot.

Always project the advantageous side of your product or service in your advertisement. It comes handy when your product is not the cheapest one among its competitors.

Effective way-out is projecting the discounts instead. Projecting what they can save rather what they have to spend, works more like an interesting proposition.

Suppose, instead of saying that a customer has to spend $100, if you say that they can save $20, it would sound more profitable deal.

5. Use the Display URL as Marketing Copy

The domain name comes from the fourth line of the advertisement. This URL signals searcher in what website they would land after clicking on the ads.

It does not have to be the actual address of any page of your site. The root domain and the display URL (where the user goes) have to be same.

For the domain name, Google gives 35 character long spaces that should be utilized. Except the domain name take the rest of the URL as the part of marketing copy.

Product name, features, benefits can be added there. Use of URL like this makes ads more attractive.

6. Ellipses can make viewers click on your ad

Using ellipses in the ad makes the viewer more inquisitive about what more it has to it. These three dots ignite the mind of the viewer to click and look more into it.

It is another weapon of increasing CTR. For example “To make you home termite free read it…”

A termite stricken viewer would definitely click on the ad. Ellipses garner relevant CTR that has possibilities of receiving conversion.

7. Include Your USP

Image Source: Google Search

A catchy line, a one-liner or the tagline of your company works significantly to increase CTR.

It is the like the crux of what the company sells or what it serves. It could also be a unique feature of the service that puts the company apart from its competitors.

USP of a company is a very much important part of marketing practice as well as increasing CTR.

While doing pay-per-click campaign keep the fact in mind that it is a game of probability. Small spenders often bring more profit than big spenders.

These tools help in building a comprehensive campaign.

8. Write Compelling Ads

The headline is the main area of your ads. The headline should be catchy enough to catch the attention of your potential customer.

Usually, visitors have the very low attention span. An ad gets hardly 5-10 seconds to catch the attention. To achieve this within such a short span of time the ad copy should be enough creative and unique.

A compelling ad copy reflects the psychological aspect of the customer. Reading their mind is the most challenging task for an ad creator.

Carefully selected keywords, keeping the need of the market in mind ads must project company’s different offers.

9. Ad-texts should be to-the-point and less elaborative

Do not get so serious about writing ads. Your ad is not going to publish in any journal. The main aim is grabbing attention and for that, you can go the way you want.

There is no such rule that grammatical sensibility has to be maintained in the ad copies. You are open to doing all kinds of experiments in order to create something better than the rest.

If your ad is audible and clearly puts the information across to the visitor that is enough.

10. Put Ads in Testing

Testing is seminal to PPC advertising. Here probability rules the game. So, to make the ad hit the pinnacle you have to keep testing spree alive.

Create different ad copies bearing different messages in headlines and description. Now, check with ad copy is getting more clicks.

If your existing ad is giving very good result then don’t stop there. There is always room for surpassing the previous achievement in PPC. Enhance your ad further for better results.

With making little changes in headlines and description, run the ad for a week. See how ad’s performance improves or goes down side. Only through testing discovering the sweet space for your ads is possible.

11. Focus More on Benefits Rather than Features

Features are the qualities and characteristics of your product or service.

On the other hand, benefits are positive effects that are going to be advantageous for your customers.

If you want to create an ad copy that highly compelling and attracts a majority of clicks, you need to highlight your benefits rather than the features of your product or service.

The customers are more interested in knowing what advantage will they get by purchasing that product or hiring that service. It is the benefit of the product/service that initiates the customer to make a purchase.

12. Have a Clear Call to Action

Image Source: Google Search

Ads must have a clear call to action. Clear call to actions works like an instruction that moves the visitor to act.

It is better to add CTA at the third line of the Advertisement and it should be 35 characters long.

Some example of CTA is ‘call now’, ‘contact us’, ‘download the ebook’, ‘shop now’ etc.

13. Avoid Broad Match Type

While bidding for keywords Google suggests going for broad match keywords. Technically broad match keywords should always be avoided.

Broad match keywords are ideal for bringing more traffic to the website. But they often bring the good amount of irrelevant traffic inflow. Apparently, it looks enticing but it finishes up valuable clicks. In spite of registering good CTR, it fails to generate revenue.

Google, being a good merchant wants his clients to use broad search more. With more traffic clicks would get exhausted quickly and money has to be refilled.

If with the existing setting your ads fetching good sale and revenue then let it be. Such settings, if disturbed, often bring bad results.

Narrow keywords, being exact, brings more relevant search. The keywords here are more product oriented and does not cover a large area of search real estate.

In the case of negative keywords, the reason remains the same. Narrow keywords, consisting of exact match and phrase looks to cater prominent visitors.

14. Low Performing Ads Should Be Restructured

If you already have some low performing ads running, go and overhaul them. Rewrite them by putting right keywords.

But remember, before going for applying a change your ad must go through at least 100 impression shares. See the bounce rate of your website and measure the effectiveness of the ads.

Targeting higher click through rate is always advised, as it ensures getting good conversion and ROI.

15. Introduce Negative Keywords

Using negative keywords increases chances of driving more relevant traffic. These keywords filter irrelevant searches and thus indirectly they reduce the number of unqualified clicks.

Your ad will not appear on a search query if the search term matches one of your listed negative keywords. By stopping your spending on the keywords you have not bid on you can save your budget. On the other hand, by displaying your ad before the qualified users your CTR gets increased.

Though using negative keywords is a standard practice but you need to go through your keywords reports.

[bctt tweet=”Negative keywords stop your ad from appearing on irrelevant search query thus increases CTR. ” username=”adstriangle”]

16. Make Your Brand Image

CTR plays a vital role in building brand image. With increasing click through rate awareness of the product increases; thus a brand image is made.

Many companies, especially of travel industry use big hotel names along with their company name with many variations. They spend money on these keywords to create a brand presence.

In practice of making a brand name the name of the company should come in number one position in the organic SERP. Use of variations increases the chance of capturing a greater audience.

17. Go For Manual Keyword Bidding

Google advises greenhorn advertisers to use Google automatic bidding service. Here Google, keeping companies budget in mind, does the entire job from keyword section to putting bid price.

Google always uses broad match keywords and that actually at the end exhausts all the clicks. It does not bring quality impression share, resulting in low revenue collection and low ROI.

To get an effective CTR manual bidding is always advised. In manual bidding from the selection of keywords to what types of keywords are going to be used are done manually.

You can channelize your money from low performing keywords to high performing keywords. It allows you save a lot and makes advertising more effective.

18. Stop Promoting Low Performing Keywords

Low performing keywords should be stopped at once. Then they not only eat up your budget but also foil the entire campaign.

Keep doing experiments with the ad copy and put emphasize on benefits but not on the features of your product/service.

Be careful about selecting negative keywords that work in keeping bad traffic away.

19. Use Ad Extensions

From 2015 onward ads are using more and more extensions as possible. Ad extensions have made ads more user-friendly and comprehensive.

Site link, Geographical location, call button, offers, and product extensions are fetching more sure shot clicks that convert in the sale.

With the site link extension, a visitor can enter the site or a category of products directly from a search engine.

Geographical location extension helps in locating the service area of a particular service.

Call button allows to the visitor to make direct calls from mobile. Offer extensions allow jumping on that product from a search engine. Use of product extension is same as offer extension.

Extensions are nothing but a further step toward getting accurate CTR and sales. Google does not charge advertiser unless someone clicks on it.

[bctt tweet=”Always use ad extensions to make the ad more comprehensive to the audience.” username=”adstriangle”]

20. Keep Optimizing and Testing with Patience

After 2 weeks or so how the ads are doing. If the results are not as you wanted then start optimizing and keep the testing.

With doing little variations, addition and deletion see how they are performing. Testing hast to be conducted throughout the year in order to enhance the outcome and take it to the next level.

Final Insights

To achieve higher CTR, initiatives should be taken from the very basic level of ad creation. Ads that perform well have their basic things right.

In making ads though process should start before actually start creating the ad. In the initials, stage goal should be set and good and bad things about the company should be distinguished.

Understanding of the potential market along with consumer behavior is important. It can only happen through the joint approach of the company and the PPC agency.

The account manager must understand them and evaluate how the competitor companies are doing.

After that, a good research of keywords should take place along. Money should be spent on high performing keywords by keeping low performers at bay.

Relevancy is big in terms of both keywords and ad copy. Good relevancy increases Quality score that automatically reduces the cost of the advertisement.

Using broad match keywords should always be avoided. Exact match, phrase match, and modified broad match are the need of the hour.

At the end, Google’s newest offering ad extensions should be used accordingly. These extensions add to the advertisement’s relevance.

All the above-mentioned practices need relentless modification with patience, after an interval of one or two weeks. You can always modify your ad as with time search engines behavior changes and so do the preference of customers.

AdWords is a game of patience and practice. A lot of trial and error goes into making a perfect PPC advertisement.

by Pradeep Singh on

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.

It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

[bctt tweet=”Geo-targeting bids let you modify your bid based on customer’s location.” username=”adstriangle”]

2. Use Remarketing Campaign to Retarget Website Visitors

Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

[bctt tweet=”Remarketing is a great tool to reach those visitors, who once visited your site before.” username=”adstriangle”]

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing.

This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

[bctt tweet=”Experienced PPC Managers always suggest doing A/B testing to improve CTR.” username=”adstriangle”]

Do these Five simple A/B testing to boost your ad

i) Test Headline:

In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.

ii) Body Text:

Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page:

Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL:

In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords:

A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

- A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
- You should run a single variable for a certain time
- Measure your goal to know the best result
- Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.

4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

Stops driving unqualified traffic
Helps to improve CTR
You can improve your campaign performance by increasing quality bids
It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

[bctt tweet=”Negative keywords increase CTR and bring more relevant traffic.” username=”adstriangle”]

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.

[bctt tweet=”If your ad bounce rate is 30% or less, your campaign is doing an excellent performance.” username=”adstriangle”]

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.

6. Don’t Use Mobile Apps

One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

[bctt tweet=”Improper Display Network Traffic placement causes huge portion of the budget being to get wasted.” username=”adstriangle”]

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.

7. Link Google Analytics to your AdWords

Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

Reflects Keywords Performance
Draws Campaign Performance
Chalks out the real revenue
Lets you have clear idea of e-commerce transaction
It imports metrics like, new visits, bounce rate and spending time on site
It makes you strengthen the remarketing strategy
You can establish a quality customer base

8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

Average Position
Impression Share
Overlap Rate
Top of Page Rate
Position above Rate
Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

Set of Keywords:

Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.

Single or Multiple Campaigns:

Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.

Single or Multiple Ad Groups:

Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

Manual Bidding
Cost Per Acquisition Bidding
Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.

[bctt tweet=”Always opt for Split Test to know which bidding strategy works for you the best.” username=”adstriangle”]

In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy:

This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.

CPC Bidding Strategy:

It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy:

This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.

10. Customize Call To Action For Mobile Users

In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.

11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title:

This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action:

Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals:

Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content:

The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.

Conclusion

Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your AdWords by improving each segment in the interface.

Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Make target oriented bidding strategy

Let’s explore how you can create your bid strategy depending on your needs-

Automatic bidding may get most clicks on a specified daily budget

Manual CPC Bidding

Get as much conversion as possible (Enhanced CPC bid)

Set a specific cost per conversion by using CPA bidding

Create a brand image with CPM Bidding (Cost-per-thousand viewable impressions bidding)

Get the top position in paid search results with Flexible bidding Strategy

You can go for flexible bidding strategy in AdWords shared library. There you will find six bidding strategies-

1.Enhanced CPC-

2.Target Search Page Location-

3.Target CPA-

4.Target Outranking Share-

5.Maximize Clicks-

6.Target Return on Ad Spent-

Bid Modifiers

Target sales not conversion

Impact of seasonal trends, offers, and different keywords

Different Bidding strategies

Bid Jumping

Branded keyword Bidding-

Make your customers come back and purchase again using RLSA

The benefits of using RLSA

Closing Thoughts

Structure Your PPC Account and Build Campaign in Excel

10 Useful Tips on How to Employ Excel for PPC

1. Shortcut for currency and percentage calculation

2. Calculate sums automatically with “ALT+”

3. Just copy the formula with double click

4. Freeze the top rows of the spreadsheet

5. Function VLOOKUP

6. Use of Concatenate

7. Len and formulas of word count

8.’Find’ and ‘Replace’

9. Importance of Pivot Table

a) Insights on quality score

b) The relationship of CTR and conversion rate

c) Different variants affect your account in multiple ways.

d) Ad-Reviews

e) Landing page analysis

f) Lead Generation

g) Dayparting

h) Multiple accounts on different product

i) The performance of placement in display network

j) The performance of search partners in Google Analytic Report

10. Do not forget using IFERROR

Final Insights

What is Impression share?

Why is Impression Share So Important?

A.Keyword status

B. Analysis of Impression share

Let’s discuss the comparative metrics that help in closely monitoring impression share-

Search Impression Share-

Search lost impression share (budget) –

Search lost impression share (rank)-

Search exact match impression share-

Display impression share-

Display lost impression share (budget)-

Display lost impression share (rank) –

How you can see the impression share in Adwords

Click on the campaign tab

Click on columns button

Select customize columns and then select competitive metrics.

Now, add the impression share columns

Analyzing impression share data

How To Increase Impression Share

A) Figure Out the Gap Between Current Budget & Recommended Budget:

C) Analyse Auction Insights

d) Bid Adjustment

Things that help to maximize overall impression share

1- Ad Quality-

2- Accelerate Ad delivery-

3- Increasing Bid-

4- Keyword match type adjustment-

5- Adjust geographic location targeting-

Conclusion

Account Level

Ad Group

Keyword Level