Alternatively, if you have display or shopping campaigns, your ads are probably running on the display network, for this scenario you might want to look at the display impression share, as it gives you an idea of the percentage of impressions that your display ads were able to get. Those 2 metrics show account for a total of 100% impression. You’ll also be able to compare metrics with the search lost impression share, which will give you the share of impression that you lost instead of gained. ![]() On paid search, for example, you are able to track your bing or google ads impression share at the search campaign level, ad group level, and even at the keyword level. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing. There are quite a lot of different types of impression share variations. Absolute top impression share lost to rank () The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results. Impression share is an important competitive metric for understanding your ad rank. There can only be one of these for each search so this number will always be lower than the overall search impression share. Similarly, there’s “absolute top impression share” which measures what percentage of your advertisements are being shown in the top position on searches for your targeted search terms.
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