![]() ![]() For example, if you are running ads for a luxury apartment complex, you can proactively negate “section 8” and “cheap” so you never waste spend on those searches. Your client knows their business best and can tell you what keywords they don’t want. The best thing you can do is build out a negative keyword list using Google’s Keyword Planner, conduct manual searches in Google and communicate with your client. You can’t rely on your search query report to pinpoint all of the negative terms your ads are being triggered for. Don’t wait for the negative queries to come through, negate them before the campaign ever launches. Having a strong negative keyword list ensures that you’re eliminating wasteful spend that ultimately hurts impression share. Build A Strong Negative Keyword ListĪt Forthea, our paid search team is obsessive about negative keywords and for good reason. Keep in mind that you can’t get a conversion without a click and to get a click your ad needs to serve! So, instead of targeting the first position go after first page. However, we would rather our ads serve in the 3rd-4th position 70% of the time vs. Yes, this will hurt your average ad position. Lower your max CPCs to immediately help impression share. Most advertisers naturally want to increase ad spend to improve impression share, but we have shared our top 5 ways to improve impression share below without increasing spend. Impression share is impacted by budget and ad rank. Eligibility is based on bids, quality scores, approval statuses, and targeting settings. This indicates that your ads are served more than half of the time in the Google search results in relation to how often they’re eligible to be served. Just like you wouldn’t test new ad copy or keywords when your impression share is “cracked.” A good starting point is to aim for a search campaign-level impression share greater than 50%. You wouldn’t paint or hang curtains when the foundation is cracked. When comparing a Google Ads account to building a house, think of impression share as the home’s foundation. Impression share is the basis for any successful paid search campaign. ![]() The Importance of a Strong Impression Share ![]()
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