![]() 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. ![]() Better get a paddle.Īnnie Ode is Advertising Product Marketing Manager at Dealer.Impression Share: The Google Ad Hierarchy You’re much less visible to customers (and you’re actually at the bottom of the page on mobile/tablet devices). Make sure to change the location to your market area and then hit “Preview.” Where are you showing up?Īt the top of the search engine results page? Great! You’ve probably got a high impression share with great traffic. Just go to log in, and type in a relevant search query. Want to see for yourself? Google gives you that functionality. Someone else is spending more and taking away your leads. If your budget is low, essentially your paddle was taken away at the auction block, meaning you’re not powerful enough to compete with the players in your local market area. Hopefully, your automotive advertising agency understands quality ad copy and does A/B testing to ensure your ads are the highest quality so this doesn’t happen to you.Ģ. You have insufficient advertising budget in the auction. Your ads have poor ranking in the auction. There are only TWO reasons you can have low impression share:ġ. While understanding all of the abbreviations for digital advertising might be hard, it isn’t difficult to understand that one tenth is not a good thing. That means for every 10 relevant search queries (automotive-focused, new car searches, lease deals, etc.) in your market area, your dealership only appears once or twice. Let’s break that down: Say you have 15 percent impression share. Google defines search impression share as: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. ![]() When it comes to paid search, perhaps there is no more critical metric than impression share, a term which should be committed to memory and is conveyed as a percentage figure. While overwhelming, your understanding of each of these metrics is key to the ownership and understanding of the efficacy of your digital advertising dollars. The often overwhelming and usually confusing barrage of jargon, initialisms, and acronyms that comes with a digital advertising investment (behavioral targeting, CPC, CPL, CTR, for example) can make even the biggest alphabet fans’ brains ache (LOL).
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