How Can I Get More Impressions?

[ddharder]

On the advice of a member here I ran an impression share report to see how much impression share I'm getting on my ads. The results don't look good.

On the KWs that they had enough data on I was getting around 10% of the total share.

How can I improve this?

I've gone through my quality scores and most of my KWs have a 7 but a few are as low as 4. In response to the low level words I further optimized my landing page and ad to include more instances of these words to hopefully improve the score.

Am I on the right track? What else can I do?

Thanks

[netmeg]

I don't know anything about your campaigns or ad groups, but some real organization here can be your friend.

Make sure your ad groups are very tightly focused on a 'theme'; all the keywords in each ad group directly related to that theme, and the ads written directly to that theme as well.

Remember - your ad or ads must be directly relevant to ALL the keywords in your ad group - if you get even one lemon in there, I'm pretty sure it can affect your QS.

So, I try to put as few keywords in an ad group as I can get away with (and still be able to manage the campaign), because my ad is going to have to be *really* relevant to every keyword, and if I have too many of 'em, that means my ad is going to have to be increasingly more generic to cover all of them.

[AdWordsAdvisor]

In addition to netmeg's advice I'd like to add one quick point:

It is your daily budget that most directly impacts how often your ad appears.

So, I would first advise that you make a practice of tracking your results (so that you know that you are making a profit for every dollar that you spend) - and then, once you know this, increase your daily budget to the point at which you are getting all the traffic possible for your keywords.

It is probably an oversimplification to say it this way - but if you know you are making a profit for each dollar spent, then the level of your daily budget becomes something of a non-issue.

AWA

[AdWordsAdvisor]

Oh, and I also meant to say welcome to WebmasterWorld, ddharder!

You've landed in a great forum, and you'll learn a lot here. :)

AWA

[Simsi]

It is your daily budget that most directly impacts how often your ad appears.

So, I would first advise that you make a practice of tracking your results (so that you know that you are making a profit for every dollar that you spend) - and then, once you know this, increase your daily budget to the point at which you are getting all the traffic possible for your keywords.

This is interesting: I have a similar issue. So at the moment I have £100 a day set and I get nowhere near that - closer to £40. I have the campaign set to "Run to exhaustion" rather than spreading it over the day. Would you suggest I up this to say £200 a day (and keep a close eye!)? Would that likely increase exposure.

[edited by: Simsi at 5:21 pm (utc) on Jan. 16, 2009]

[netmeg]

I have (and have had for a long time) plenty of situations where I have to jack the budgets to actually spend what I want to spend, even with near perfect QS and everything else. Google keeps telling me it shouldn't work this way, but it *does*, and moreover, every time I mention it, I get a chorus of other advertisers chiming in saying it works that way for them too. It's not at all unheard of for me to have to set a budget of, say, $1100/day in order to actually spend $700. I've given up trying to figure out why. I just need results, and that's how I get 'em.

[Eurydice]

A strategy to "get more impressions" is not useful. If you want impressions, just bid on high-volume keywords. But that only wastes money on clicks with low sales. What you really want is conversions. Focus on conversions, revenues, and sales.