![]() ![]() The more specific you can get, the more likely you will be the top spot in a search query. Segmenting your audience, allows you to use more specific language in your ads. AudienceĪs I stated previously, your ad groups and audiences play a big role in your impression share. More eyes on your ad mean more clicks and conversions. This gives Google more opportunities to display your ads.Īlso, it lets your ad take up more space on the search result, which will give you more eyes on your ad. If you are having trouble achieving ‘Excellent’ status, a quick tip would be to add Ad Extensions to each of your ads. ![]() ![]() This will show you how many impressions you lost because your Ad Strength was not at an ‘Excellent’ rating. Navigate to ‘Columns’ then ‘Modify Columns’ and add ‘Search Lost IS (Rank)’. You can check to see how many impressions you have lost due to a lower Ad Strength in the ‘Campaigns’ tab. Google has a very helpful tool while creating or editing your ads that tell you the Ad Strength.Īll of your ads should be at an ‘Excellent’ Ad Strength. This gives you more control over the performance of the campaign. You should separate your campaign into different ad groups.Įach ad group should target different keywords or audiences. To sum it up, the more defined and specified your ad copy is, the higher your ad strength will be. The third factor to your Google Ad hierarchy is your Ad Strength. Make sure, if your budget allows it, you are competitively priced in your advertising campaigns. This will show you how much impression share you lost from your budget being too low. Within the ‘Campaigns’ tab, navigate to ‘Columns’ then ‘Modify Columns’ and add ‘Search Lost IS (Budget)’. This means you could get more conversions by raising your budget. The first way is that Google will put a status on your campaign of “Limited by budget”. There are two ways to check if your budget is hurting your impression share. If you are noticing a lower impression share, this might be from your budget. So how do you compete with the giants in your industry? In the marketing space where companies bid on ad placements, typically the highest bid wins. The second factor into your Google Hierarchy is your budget. Make sure to vet these to keep only relevant keywords active. If you have been running a campaign for a while go through your “Search Terms” to see the actual search queries that your ad appeared for. The first step in the Google Ad hierarchy is to select the most relevant keywords for your campaign. This would cause internal bidding, where your cost per click would rise because you have to outbid yourself.Įssentially, creating another competitor bidding on the same keywords. There is also a very important rule to not overlap keywords within different ad groups or campaigns if you are targeting the same audience. Specifically for the B2B industry, I would recommend using only long-tail keywords for your SEM campaign. The idea is to find the perfect balance between these keywords, so you get enough traffic and qualified leads. To drive up traffic and conversions you can utilize single-word keywords or two-word keywords. Having a lot of “long-tail” keywords, or keywords with 3 or more words, will get you better results but most likely less results. The more specific your keywords are, the more qualified leads you will get. Obviously within a Search Engine Marketing platform, the actual keyword searches would play a part in your performance, right? Keywords > Budget > Ad Strength > Audience > Past Search History or Intent Keywords ![]() Here is the hierarchy I have discovered through campaign optimizations and speaking to representatives at Google directly: So how do you know how to increase your impression share? On top of that, the algorithm has to decide in a split second.Īlso, it decides who gets the top of page placement, this is the most valuable place to be. Google Ads decide which ad between you and your competitors will display for a specific search query. To be honest, I made this term up but it helps me visualize this optimization strategy better. Part of my weekly ad campaign checks includes looking at impression share and my client’s Ad Hierarchy. If your impression share is 100% (which is almost impossible on non-branded terms) that means your ad showed for every search query that was related to your keywords.Īs an SEM specialist, increasing impression share is an easy way to start getting more impressions, clicks, traffic, and conversions to your campaign for the same cost. Impression Share is the percentage of impressions your ad actually received compared to how many impressions it could have received. In 2022, the secret formula to your Google Ad campaign is to focus on your Impression Share. Impression Share: The Google Ad Hierarchy ![]()
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