In the graph above, you can see that the yellow portion represents the impression share lost to ad rank, which in this example is 54%. Impression share lost to Ad RankĪside from a low budget, a low ad rank can also cause your impression share to decrease. So, this is basically saying that these ads weren’t shown 35% of the times they were eligible to because the budget was too low. You can see above that the impression share lost to budget in this example is 35%. If your budget is too low, your ads may be getting exhausted during the first part of the day which prevents your ads from showing up later in the day for users searching on your keywords. The first area you’re losing on impression share is your budget. So, now that we have a good understanding on what impression share is, the real question is how can you increase it? In order to increase impression share, you’ll have to first determine where you’re losing impressions. You may be wondering “What’s considered a good impression share?” but, like many aspects of paid search, this depends on the overall goals of your campaigns and how your account is structured. This means that these ads were only shown 11% out of all the times this they were eligible to show. In this graph you can see that the impression share for this was particular week is 11%. Your impression share is the percentage of times that your ad was shown out of all the times it was qualified to show. As you probably already know, impressions in AdWords simply represent the amount of times your ad was shown in the search results. Before we get into how you can increase your impression share in AdWords, let’s refresh our memories on some of the basic concepts and terms.
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