Earlier we looked at the Google Adwords Impression Share metrics. These tell you if your ads are running when people type search queries that match the keywords you’re bidding on.
- Isn’t it possible that the impressions you’re missing are the best – meaning highest converting – impressions? Or the most competitive impressions – those others are trying the hardest to take away from you? Do you really want to buy only the remnant impressions? .
- Or it could be that you’re getting the best ones, and missing the worst impressions – particularly if you have much lower impression share than impression share exact match (and if you’re keywords are well chosen). It could be that you’re missing lots of wierdo-broad-match Google Gumbo queries that you wouldn’t want anyway.
The point is that lost impression share is an uncontrolled mystery. If your campaigns have high amounts (say over 30%) lost impression share you’re letting Google decide how and when to advertise your site and spend your money. Shouldn’t you decide? Divide And Conquer As discussed in post II in this series, your first step is to break down your campaigns into logical units for which IS becomes meaningful. IS metrics across campaigns with dozens of dis-similar ad-groups aren’t actionable. Of course, re-organizing campaigns is a large and difficult process. Adwords Editor makes it possible in a simpler matter than before, but it’s still a lot of work. At a minimum your ‘must win’ ad groups should be isolated in ways that give you good visibility into their IS performance. Your core brand terms, which we’ve written about before in terms of organization, are a good place to start. Then I’d suggest creating a slum for your losers, misfits, and keywords of questionable origin. Every campaign has them, ad groups that are a bit of stretch, a test, perform terribly but are hung onto for sentimental value, whatever.
- Build out your match type keyword traps. Increasing coverage of exact and phrase match terms, and bidding them properly, should garner more impressions for those terms for broad-match heavy campaigns.
- Harvest search queries to increase negatives and add new phrase/exact match keywords. Every step to remove excess and intelligently expand your keywords improves the value of the IS measurement and hopefully the number as well.
- Check and address quality score across your campaign. Ad Rank = bid x QS, and often QS isn’t thought of enough.
- Write and test more text ads. This is the most overlooked effort in PPC, can drive quality score which drives ad-rank, and more importantly can multiple CTR by many times which grows everything positive.
- Bid differently. As a component of ad-rank, which plays a huge role in Impression Share, bids are a factor. Notice that bids don’t have to be your first or only lever 🙂 (And watch for our upcoming blog post series on bidding.)
Impression Share is an interesting, and perhaps unexpected, broad measure of the quality of our campaigns because of how it’s influenced by the wide range of factors suggested above. Paid search is way too complex, and still to opaque (and perhaps inconsistent and imperfect) to pretend that it’s a clear measure that will track ‘campaign quality’ in any precise way – but it is an indicator and one we can use in surprisingly far-reaching way. Impression Share Wrap Up A lot of the paid search process happens without enough feedback or context. Any available metrics that help us understand and measure the funnel we’re trying to push people through, therefore, is very important.