LEWIS prism

By

LEWIS

Published on

February 8, 2018

Tags

digital


We recently had the pleasure of hosting the first webcast in our 2018 webinar series – It’s Already Tomorrow, hosted by Jennifer (Johnstone) Lopez. Last week’s topic was “What’s Next for Paid Search in 2018?” If you missed the webinar, tune in here. Due to such a great response, we weren’t able to get to all the questions that came in, and followed up with many via email. The question that came in below though was too good not to re-share. Any other advertisers struggle with this issue?

Q: Any suggestion to improve “Search lost IS(rank)”?

  1. Rank for impression share is calculated by Max CPC * Quality Score, and your QS can be found at the keyword-level if you add in the column for it (under attributes, I believe). This is the formula that Google uses to “place” your ad among competitors in the ad auction – and what can make or break how many impressions you get. So, when you have a lot of IS lost to rank, you need to deal with either 1) Your Bids or 2) Your Quality Score.

Binoculars

I would recommend that you start looking through your account, and download a keyword report. Try averaging your quality score based on impression volume in your trouble areas. How does it look? If it is VERY low in some areas – consider if you even need the keyword or that grouping. If not, turn it off to bump up your overall average quality score. Basically, don’t be weighed down by the stuff you don’t really need or don’t have much hope of improving significantly. If the impressions from a particular keyword, adgroup or campaign are important to your business but are lower than average, you need to work on improving your quality score for that area. Quality score is made up of three things: ad relevance to the keyword set, landing page experience/relevance and expected or historical CTR. As you can see, it’s easiest to deal with #1 and #2 first, and then #3 – and improved CTR – will follow.

If you have strong quality scores, but you’re still losing IS due to rank, it’s likely your bid. Try inching up your bid by a certain percentage every 2 days to see how impression share improves overtime. I like to be aggressive with bid changes, so I will often go for a 20-30% increase right away to see if that helps move the needle.

 

Do you have more PPC questions? Don’t hesitate to reach out.

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