With this article, we provide two important tips on how the optimization can be significantly improved or how detailed conclusions can be drawn through the display of segments and columns.
SEA Google AdWords Optimization Tip – Competitive Metrics for Impression Share & Rank
Tip 1: Search Network Partner Segment
Once the extra segment is visible, let’s look at the CTR (Click Through Rate) of the normal Google search:
If the CTR value is above 4%, advertising on the Google Search Network makes sense = include Search Network partners.
The settings can be found in the campaign.
IMPORTANT: We NEVER recommend activating the Display Network. „Include Google Display Network“ remains deactivated.
Tip 2: Column setting for impression share:
In the campaign overview, you can display additional competitive metrics via the „Columns“ button:
After saving, these will be displayed at the end of the overview on the right:
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Meaning:
- „Search impression share“ corresponds to the number of impressions you actually received on the Search Network, divided by the estimated number of impressions you could have received.
- „Search impression share (budget)“ provides an estimate of how often your ad was not shown on the Search Network due to a low budget.
- The „Lost impression share (rank) on Search Network“ value indicates how often your ad was not delivered on the Search Network due to a low ad rank.
It is therefore important to interpret these numbers correctly so that your Google Ads campaigns perform better.
Explanation:
- Search impression share = This value should be as high as possible so that ads are displayed as often as possible. -> Goal: High value
- Search impression share (budget) = If this value is high, you must adjust the campaign budget and, depending on the bidding strategy, also the CPC. -> Goal: Low value
- Lost impression share (rank) on Search Network = If this value is high, the ads and the general keyword relation to the ad text must be reviewed. -> Goal: Low value
Conclusion on these segments and columns
Based on these two segment and column settings, further conclusions and optimizations regarding budget, ads, and keywords can easily be made.
Florian Ibe
CEO & Marketing Consultant
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