We've recently been trying out a trial version of 'AdGooroo'. I've been a bit confused about the 'coverage' statistic they talk a lot about. When comparing ourselves to our competitors it seems more often than not our coverage is worse than theirs (for important keywords). I'm wondering what this means? Is it really true that Google don't always show an ad even if the bid is high enough to normally rank on the first page. I can't understand how we can rank say position 5 but only show 50% of the time? (I do not get these results using Google's AdPreview and I'd previously assumed if we were bidding enough to be on page 1 we'd be there 100% of the time.). AdGooroo implies it is because our quality score isn't good enough and suggests we try and improve our CTR for these terms. Is this right?
Also, is 'coverage' the same as Google's 'Impressions Share' that is available via a campaign report in Adwords? If not, does anyone know what it is?
Can anyone enlighten me?
Thanks.
Dave
[...] Is it really true that Google don't always show an ad even if the bid is high enough to normally rank on the first page. I can't understand how we can rank say position 5 but only show 50% of the time? [...]
I can't speak to any of your questions related to 'AdGooroo' as I am not at all familiar with it. However, I can speak to the question quoted above.
Basically, how often your ad appears is not a function of it's rank. Rather it's directly related to your daily budget - and indirectly related to your Maximum CPC (in the sense that fewer clicks at a Max CPC of $5.00 are likely to be possible within a given daily budget than clicks with a Max CPC of $0.50.)
Another way to look at it: If you increase your Maximum CPC and keep your budget the same, you are likely to show less often in the 24 hour defined by your daily budget.
AWA
However I am certain that the reason we are not being displayed is not to do with budget. In fact using Google's Impression Share report shows no lost impressions due to Budget (the Lost IS (Budget) statistic).
