Adwords Competitive Metrics
This next series of blog posts highlights some features you should be using on your Adwords accounts but perhaps aren’t. The reason I know some people out there aren’t using some of the features I will highlight in this series is in days gone by (before I starting doing this for a living), I used to be just an average PPC marketer and I wasn’t using some of these features either. This is because know one had shown me they existed and how to use them. So brace yourself for the Creare PPC show and tell.
These features offer a variety of benefits from sprucing up the appearance of your ads to helping provide more accurate reporting of your campaign. This week we will be looking at competitive metrics.
Competitive metrics in regards to Adwords provide data about the exposure of your ads and the exposure your ads missed out on. These metrics are split into three columns of data which are:
- Impression Share – The percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting. Obviously if this figure doesn’t read 100% you’re missing out on exposure for your ads. This can be solved by increasing budget or adjusting matching types to increase visibility of your ads.
- Lost Impression Share (Budget) The percentage of impressions that wasn’t received by your ad in the Search Network due to insufficient budget. Obviously I would never recommend spending more than you can afford on PPC, but if you are lucky enough to have a campaign that provides a positive ROI and this figure is high then you can consider increasing budget to make sure you ads appear on desirable searches more often.
- Lost Impression Share (Rank) The percentage of impressions that wasn’t received by your ad due to low ad rank. If this figure is high then you have some work to do because it means your quality score and CTR aren’t as good as they could be. This means back to the drawing board and tightening your ad groups, keyword selection and increase relevancy of ad copy to the keywords. This will increase quality score and CTR and from this the lost impression share due to rank will reduce.
All of the above is relatively straight forward and makes sense. The reason I didn’t use these features when I first started out was I didn’t know where to find this data. So perhaps the most useful nugget of information in this post is where to find the competitive metrics. These metrics can be added to your screen by clicking the columns button under the campaign, ad group, settings etc tabs and selecting the sub option of customise columns. From this a menu of columns available appears, select the 3 options below where it reads ‘Competitive Metrics’ and select save. This data is now imported into your account to the right of the average position data…Enjoy!