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Improving Search Impression Share with Automated Bidding campaigns (Max Conv. / Target CPA)
Posted by on August 24, 2021 at 8:06 pmAny tips on improving search impression share from Max conversion campaigns where keyword bids can’t be adjusted?
Apart from landing page relevance and ad quality, would this be down to location targeting, budget and how many ad groups + keywords my campaign has?
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2 Replies
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Hi u/dylanppc
I think about impression share and max conversions / targetCPA bidding strategy as being on opposite ends of a see-saw. It’s unlikely that you’ll be able to get them both great at the same time.
If you optimise for high impression share you have to raise bids high enough to be on the first page irrespective of how well that searcher is likely to convert. This leads to a high CPA.
TargetCPA bidding strategy reduces impression share because it bids low in an auction where the chances of conversion are low.
Best pick one metric that lines up with the business behind the ads and focus on that.
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I presume your are seeing all of your lost impression share from ad rank and not budget?
Assuming that’s true you obviously have to continue working on ad copy and alignment with keywords. Ensure you’re using RSAs in all your ad groups, that can significantly increase the auctions you get entered into.
I presume you are seeing all of your lost impression share from ad rank and not budget?
You can divide up your ad groups some more to be more specifically themed.
And consider going through your search terms report to identify keywords to add and search queries to block with negatives. Sometimes the impressions you’re losing aren’t ones you want anyway.
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