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Google Search Ads: Low impression share (high IS lost to rank) & bidding
Now I know (thanks to you guys) that I need to bid higher.
Is it only pushed by bidding competitors? Or are there other factors involved that I should care for?
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3 Replies
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Definitely not only because of bidding low manually. If you’re using automation, say target CPA, then if the searcher doesn’t look like someone who will convert then google will automatically bid lower = higher loss by rank, just not the same way as approaching it like ‘I need to bid harder’.
A high loss by rank could demonstrate the conversion you’re optimising to is too far down the funnel, or the target audience is very narrow.
Missed context from your previous post, but want to make sure you’re considering this aspect.
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Look up Quality Score
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Quality score, but tbh, I don’t use Google Search anymore, shit is too expensive even for my high-ticket clients.
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I recommend doing Facebook, Display, Youtube, etc. – I’ve had way more profitable results on all of those platforms. To scale on search you need to sacrifice so much profitability.
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