Stop losing impression share due to rank and budget with these tips
So, your overall Search Impression Share (IS) has decreased X%, year over year; why, and now what?
Well, as a starting point, it would only make sense to start off by taking an initial look into the 2 Search IS-focused columns; Search IS lost due to Rank and Search IS lost due to Budget.
Here are those 2 terms, defined:
Search IS loss due to budget – estimates how often your ad didn’t show on the Search Network, due to a low budget
Search IS loss due to rank – estimates how often your ad didn’t show on the Search Network, due to poor ad rank
When I am analyzing these performance metrics, I would much rather see my IS lost due to rank be below 5%, and have a high IS lost due to budget, rather than a vice versa scenario. The high IS lost due to budget scenario could be easily resolved with an increased budget, while the high IS lost due to rank scenario will cause for a deeper analysis.
Ad Rank is primarily determined by your keyword bids and the quality of your websites and ads. So, with that in mind, if you’re losing a lot of IS due to poor ad rank, there are multiple controllable factors to look at:
- Are your keywords at an appropriate bid amount?
- Are keywords grouped with relevancy in mind?
- with relevant pieces of ad copy?
- Are those pieces of ad copy driving to the most relevant landing pages w/ the best user experience?
Those are just a few factors to look at when Search IS loss due to rank is the main reason IS is down. Now, when Search IS loss due to budget is the primary issue, it’s a little simpler to resolve – add more budget to appropriate areas in your account!
This is just a quick synopsis of Search IS loss due to budget and Search IS loss due to rank.
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