Stop fretting about lost search impression share. It’s just a ratio of missed ad impressions. A high lost share doesn’t always point to failing ads. It could be strategic, preventing your ads from popping up for unlikely converters.
Instead, invest your energy in checking metrics like click-through and conversion rates. Observe ad relevance and quality score for better insights. If your ads are effectively promoting actions and you see improved engagement – you’re on track. Intrigued?
There’s a lot more to this story that’ll help you master the art of successful ad campaigns.
Understanding Lost Search Impression Share & Ad Rank
From the direct pages of Google Support, Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. A low impression share on the Search Network means your keywords are matching customer searches, but your ads aren’t appearing due to other issues.
While impression share can also be lost due to budget (we’ll discuss that in another article), we’re talking about the search impression share lost due to ad rank.
Ad Rank is a system that uses a variety of values to decide if your ads qualify to be displayed and, if they do qualify, their position on the page compared to ads from other advertisers. The calculation of Ad Rank scores involves numerous factors, such as your bid amount, the quality of your ads and the associated landing page, minimum Ad Rank thresholds, how competitive the auction is, and the specific context of the searcher’s query.
This context includes the searcher’s location, the device they’re using, the time they perform the search, the specific search terms they use, the other ads and search results on the page, as well as various user signals and attributes. While it may seem that much of it is out of your control, there are key areas that you can focus on that will make an impact on your results.
Let’s start with search intent. It’s essential that your ads align with what the user is searching for. If your ad doesn’t match the user’s intent, it’s unlikely to get a high number of impressions. You need to understand what your target audience is looking for and craft your ads to meet those needs.
Next, consider the user experience. If your ads lead to a poorly designed or slow-loading landing page, users may quickly bounce off, negatively affecting your impression share. It’s crucial to invest in a landing page that is not only attractive and engaging but also user-friendly and fast-loading.
Ad relevance is another key factor. The more relevant your ad is to the search query, the higher its chances of being displayed. Hence, it’s important to use keywords effectively and make sure that your ad content is highly relevant to those keywords.
Lastly, conversion optimization techniques can help improve your lost search impression share. By continuously testing and tweaking your ads for better performance, you can increase their likelihood of being displayed, thereby increasing your opportunities.
Myth Busting Lost Search Impression Share
While understanding search impression share is important, it’s equally vital not to worry over lost impression share, which can often be a misunderstood concept. Contrary to popular belief, a high lost impression share due to Ad Rank doesn’t necessarily spell disaster for your search ads.
As mentioned before, Ad Rank is a mix of signals and attributes that Google uses to decide when and where your ads appear. But let’s debunk the myth: a high lost search impression share doesn’t mean your ads aren’t effective.
It’s about understanding what you can control. You can’t control who’s searching or what device they’re using, but you can control the quality of your ad copy and landing pages. Make sure your ads are relevant to what you’re selling and that your landing pages provide a great user experience.
For instance, you might see a high lost search impression share due to Ad Rank, but if your cost per conversion is decreasing and your conversion rate is increasing, your ads are working. In this case, your lost search impression share could be due to not showing your ads to users who Google predicts won’t convert, which isn’t necessarily a bad thing.
So, stop fretting over your lost search impression share. Yes, it’s an indicator, but certainly not an end-all-be-all metric. Focus more on relevant metrics like quality score, click-through rates, and conversions. Remember, your ultimate goal isn’t just impressions, it’s effective, profitable results. With a deeper understanding of ad rank, you’re now equipped to navigate Google’s system confidently. Breathe easy, and keep optimizing. Your victory over the ad rank battle is within reach.
