An ideal practice to drive relevant conversions from your ad is to identify the right keywords. And improving impression share for the relevant keyword optimizes your CTR and conversion performance. So, how do you work out maximizing your keyword impressions?
But before that, let’s take you through how you can identify keywords losing out on impressions.
The information on keywords with low impression share can be tracked by the metrics
- Search Impression Share – it captures the impression received divided by the impressions your ad was eligible for.
- Search Exact Match Impression Share – it shows the percentage of impressions where your search terms and keywords matched exactly
- Search Lost Impression Share (ad rank) – percentage of impressions your ad missed due to a poor ad rank. A high rate here would imply that your ad rank needs to be improved upon.
- Search Lost Impression Share (budget) – it shows the estimate of how often your ads missed impressions due to low budget.
These metrics can be added to your reporting by going to Columns> Modify Columns> Competitive Metrics
Like for search network you can also find impression share for your campaign targeting the Display Network.
Now, that you know, where to find the keywords that are losing out on impressions. Here are the ways in which you can improve your keywords impressions for those keywords and also for keywords already garnering promising results.
1. Add irrelevant terms as negative keywords so that they do not eat away the impression share of keywords that are relevant for your business.
2. If you realize that there are specific day(s) or hour(s) when you business is at peak, then you can optimize your ads to show more often with the help of Ad Scheduling. This increases your impressions as your ad is triggered more often during the time when more searches take place.
3. For keywords that are losing out on impressions due to low ad rank (Search Lost IS – ad rank) or ad position, try to improve the keyword and ad messaging relevancy and see if that optimizes the Quality Score. If you have a good Quality Score but still a low ad rank try tweaking your bid for that keyword to improve the impressions it receives.
4. Increase your budget, if that is limiting your keyword from triggering your ad. Avoid spending on keywords that are not converting and performing by either pausing them or adding them as negative keywords. As shared you can identify keywords losing out on impressions due to low budget with the Search Lost IS (budget)
5. Using the right match type helps you tap the right search query, that is both relevant and has more chances of converting. For example, if you have added [red shoes] in the exact match, you might end up missing impressions for search terms such as red shoes for evening wear or red shoes without laces etc. In such a case you might want to switch the match type to “red shoes” for a controlled approach yet that will tap relevant terms.
You could also evaluate whether creating ad groups for each match type gives you more control over your keyword performance.
6. Review your location settings to see which locations are driving more results. Optimize the ones that are getting impressions with the help of bid adjustments. Alternately, segmenting your location by time can help you identify your peak and less competitive day(s), hour(s) etc. You can increase your bids to be more competitive during peak hours and decrease bids during the time when it is less competitive.
7. Make sure that your keywords are well measured, so that you optimize the right set of keywords and not keywords that were already underperforming. In such a case you might end up improving the impressions for wrong keywords that will not drive any promising results.
8. Find your competitors and try to outrank them to stay ahead and get impression share that they might be taking a majority share of. Get insight from the auction insight report and keep a track of your competitors to fiercely compete with.
With these steps you can build your account to generate more impressions for keywords that are relevant for your business.