Create successful Search campaigns

Make sure you’re not missing out

Once you’ve created 3 ads with multiple assets, and set up optimized ad rotation, let your ads run for a week. Then check back to see how you’re doing. Are you capturing the moments that matter most to your business?

Understand missed moments

It’s critical that you pay attention to the moments where your ad was eligible to appear, but didn’t. Your Impression share tells you how many times your ad could have shown but didn’t (due to budget, bid, or quality constraints). The higher your impression share, the better. High impression share means that your ads aren’t constrained by low budget or low Ad Rank.

How to check your impression share

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups, or Product groups (for Shopping campaigns), or Keywords in the page menu.
  3. Click the columns icon A picture of the Google Ads columns icon and click Modify columns.
  4. Click Competitive metrics, and add impression share columns by checking the boxes next to column names.
  5. Click Apply. Impression share data will now appear in your statistics table.

Capture missed moments

To get your ads shown more often, increase your budget, increase your bids, or improve your ads and landing page experience.

Budget: When your budget is limited, your ad might not show as frequently as you’d like—or might not show at all. Use the lost impression share (budget) metric to understand how your ads can reach more people and more eligible customers can find you. Learn more about how to optimize your website for mobile

Ad Rank: Your ad’s number of impressions and position can also be limited by low Ad Rank. To show more ads or get more clicks from a higher ad position, improve the quality of your ads and website, or increase your your bids. Here’s what you can do:

  • Create better ads. Learn how to improve your ad quality.
  • Improve your landing page experience. Learn how to improve your website.
  • Raise your bids or adjust your bid type. If you've set up conversion tracking, we recommend using the Maximize Conversions bid strategy to help increase conversions. Otherwise, you can try Maximize Clicks to help increase clicks to your website.
How to get more insights about bidding

Here’s how to get more insights about what you need to bid to stay competitive:

  1. Sign in to your Google Ads account.
  2. Click Keywords in the page menu.
  3. Add the following Attributes columns:
    • Est. first page bid
    • Est. top of page bid
    • Est. first pos. bid
  4. Click Apply. Now you'll now see these columns in the statistics table.

Learn more about customize tables and charts

Use the estimated bids you see in your table to inform your bidding strategy. If you want to get your ads on the first page of Google search results, for instance, set your bid at or above the estimated first page bid.

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