Are your Google Ads campaigns experiencing low impression rates?
Posted: Mon Dec 23, 2024 5:28 am
What factors determine impression share in a search campaign?
Google takes into account two key aspects: the quality and budget of your campaign.
Within quality take into account:
Campaign structure
Use keywords related to your services
Relevant and high-quality text ads
Landing Page Experience
Within budget:
Budget based on objectives and considering the competition
Where to find the impression share metric in your Google Ads account?
From the dashboard where your campaigns are listed, click on the columns icon.
dashboard-google
Select the competitive metrics section and enable:
Search impression share
% loss of search (ranking)
% impr. search losses (budget)
competitive-metrics
How to interpret these percentages?
Surely at this point you are asking yourself " Why am I not whatsapp new zealand reaching 100%?". To find out, Google provides you with 2 pieces of data:
1. Low Impression Share due to quality or ranking issueslow-impression-share
According to Google, it is the percentage of times that your ad was not shown due to having a low ranking, which is determined by various aspects such as the amount of the bid vs. the competitors, the relevance of the ad, the quality of the landing page and other contextual factors such as the user's location, device, time of the search, among many others.
How to improve the percentage of Impression Share based on quality or ranking issues ?
Although one factor is the bid amount, I recommend that you do the following before raising your cost-per-click bid:
ad-group
Within your Google Ads campaign , you can create as many ad groups as you need. By creating an ad group for each product or service line, you can add a specific ad and a series of relevant keywords.
I'm sharing an example of a client who manufactures and sells industrial uniforms. By creating an ad group for pants and another for shoes, we can be more relevant to the search in question.
example-campaign-industrial-uniformsguarantee-good-experience
Google places a lot of value on the experience that users have within the sites of its advertisers, do not forget to consider the following aspects on your site or landing page:
Optimize your site for mobile:
Most users search for products or services from mobile devices, so make sure you have a site that adapts perfectly to these devices.
Relevant, useful and truthful content:
What you mention in the ad should also be found on your website or landing page.
Trusted Website:
Add an SSL certificate to your site.
Optimize the weight of the images you use on your landing page.
Analyze and optimize other technical aspects with tools like pagespeed
2. Low Impression Share due to budget issues
It is common to find campaigns in which the ads are shown in the morning but in the afternoon they no longer appear because the budget has been exhausted or they are shown intermittently during the day.
For example, having a 25% impression share by budget indicates that your budget was too low for 25% of the searches performed.
budget-topics
If the indicator is losing impressions due to budget issues:
Before increasing budget:
Prioritize improving the quality of your account even if the loss percentage is less than your budget.
Increase your budget gradually:
The decision to increase the budget in your account will depend on the results obtained in your campaign: Number of conversions and leads obtained, as well as the quoted amounts and sales amounts generated.
In conclusion:
Knowing your impression share is crucial to start optimizing your campaign performance, especially if you aren’t achieving the desired results . A higher search impression share will increase your campaign’s visibility, leading to more opportunities.
Google takes into account two key aspects: the quality and budget of your campaign.
Within quality take into account:
Campaign structure
Use keywords related to your services
Relevant and high-quality text ads
Landing Page Experience
Within budget:
Budget based on objectives and considering the competition
Where to find the impression share metric in your Google Ads account?
From the dashboard where your campaigns are listed, click on the columns icon.
dashboard-google
Select the competitive metrics section and enable:
Search impression share
% loss of search (ranking)
% impr. search losses (budget)
competitive-metrics
How to interpret these percentages?
Surely at this point you are asking yourself " Why am I not whatsapp new zealand reaching 100%?". To find out, Google provides you with 2 pieces of data:
1. Low Impression Share due to quality or ranking issueslow-impression-share
According to Google, it is the percentage of times that your ad was not shown due to having a low ranking, which is determined by various aspects such as the amount of the bid vs. the competitors, the relevance of the ad, the quality of the landing page and other contextual factors such as the user's location, device, time of the search, among many others.
How to improve the percentage of Impression Share based on quality or ranking issues ?
Although one factor is the bid amount, I recommend that you do the following before raising your cost-per-click bid:
ad-group
Within your Google Ads campaign , you can create as many ad groups as you need. By creating an ad group for each product or service line, you can add a specific ad and a series of relevant keywords.
I'm sharing an example of a client who manufactures and sells industrial uniforms. By creating an ad group for pants and another for shoes, we can be more relevant to the search in question.
example-campaign-industrial-uniformsguarantee-good-experience
Google places a lot of value on the experience that users have within the sites of its advertisers, do not forget to consider the following aspects on your site or landing page:
Optimize your site for mobile:
Most users search for products or services from mobile devices, so make sure you have a site that adapts perfectly to these devices.
Relevant, useful and truthful content:
What you mention in the ad should also be found on your website or landing page.
Trusted Website:
Add an SSL certificate to your site.
Optimize the weight of the images you use on your landing page.
Analyze and optimize other technical aspects with tools like pagespeed
2. Low Impression Share due to budget issues
It is common to find campaigns in which the ads are shown in the morning but in the afternoon they no longer appear because the budget has been exhausted or they are shown intermittently during the day.
For example, having a 25% impression share by budget indicates that your budget was too low for 25% of the searches performed.
budget-topics
If the indicator is losing impressions due to budget issues:
Before increasing budget:
Prioritize improving the quality of your account even if the loss percentage is less than your budget.
Increase your budget gradually:
The decision to increase the budget in your account will depend on the results obtained in your campaign: Number of conversions and leads obtained, as well as the quoted amounts and sales amounts generated.
In conclusion:
Knowing your impression share is crucial to start optimizing your campaign performance, especially if you aren’t achieving the desired results . A higher search impression share will increase your campaign’s visibility, leading to more opportunities.