So what is Search Impression Share? Simply put, it is how often your ads are eligible to show vs how often your keywords are being searched on Google. So if you have a Search Impression Share of 50%, then Google is only showing your ads half of the time someone searches on Google for your Keywords.
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The simple solution to a 50% Search Impression Share is to double your budget. But what happens if you’re not happy with the ROI on that Campaign, and you go and double it then ... you’ve now just doubled your spend in a campaign that doesn’t have a return!
Today you’re going to learn three things:
What is Search Impression Share
What are Target Impression Share Bidding Strategies and
My insights from years of managing over a thousand Accounts.
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Transcript:
Bob, the tradie turned florist from my previous videos (check them out below if you haven’t already) is also keen to find out how he can use the above information to spend more money on the Keyword that is bringing a good return on investment.
Hey, I’m Sam from Matter Solutions, I thought today would be as good a day as any to tell you I’m proud of you and I really appreciate you coming along to learn from this video, let me know in the comments if you’re proud of you too, hit like and subscribe as soon as possible.
Right, so what is Search Impression Share?
Simply put, it is how often your ads are eligible to show vs how often your keywords are being searched on Google.
So if you have a Search Impression Share of 50%, then Google is only showing your ads half of the time someone searches on Google for your Keywords.
The simple solution to a 50% Search Impression Share is to double your budget. But what happens if you’re not happy with the ROI on that Campaign, and you go and double it then you’ve now just doubled your spend in a campaign that doesn’t have a return!
We could always use the automated Target Impression Share Bidding strategy, which can be found by here and allows Google to choose the bids that will get you as close to your defined target impression share as possible.
Pitfalls? Google may have to put you in positions 5-8 at the bottom in order to achieve this, which could be detrimental to your CTR, or simply not result in any engagements.
You may remember I mentioned to Bob last video that we can spend more money on Keywords that are Converting, in my video about the Google Ads Tool Search Term Report, where we went through a process of identifying the best performing Keywords and Search Terms and eliminating irrelevant Search Terms through Negative Keywords.
Over the course of 6-12 weeks, using the Search Term Report regularly to identify negative keywords, you will improve your Search Impression Share as you are, by definition, reducing how often your ads are showing for irrelevant Search Terms.
And that’s a great thing!
Further to this, in that previous video, Bob asked me if he could spend more money on the Keywords that were performing well in the Campaign.
While many agencies like to complicate the matter through putting in Automated Rules and reducing bids on the lesser performing Keywords in a campaign, my strategy is simple and effective.
Just create a Champion Campaign consisting of your currently performing Keywords and give it a Budget of its own!
This allows us to better utilise the Pareto Principle, the old 80/20 rule of business, in that 20% of your efforts will bring in 80% of your results.
In this case, we have identified the top 20% of our keywords that are performing well, and by giving them the majority of the Budget, it means that they can come closer to a 100% Search Impression Share meaning the potential to be shown to more people who are likely to Convert!
Last week Bob identified that “buy red roses brisbane” was a converting Search Term, and as such, he now has put a majority of his budget on that Keyword in order to show as often as possible for it so he can reinvest more money in his other Keywords down the track.
In the next video we will tie some of these pieces together and show how what we’ve learnt so far is the beginning of my Three Tier Refinement Method, a 6-12 week strategy designed to maximise conversions in a short timeframe without handing the reins over to Google.
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