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How To Improve Search Impression Share Lost Due To Ad Rank

If an ad is very high at lost impression share (IS) means impression share (rank), what could we do to improve it? So what this gentleman or lady is asking is, if I'm losing my impression share due to the ad rank, what can you do to improve it? I'll just put this in so it’s easier for everybody impression share. So what you want to do is you want your impression share to be as high as possible, Right? So you don't want to be losing out, but there are lots of ways we can help improve it. So let's have a look at it. So first of all, what I would highly recommend is you organize your ad groups properly. They need to be highly themed, so don't have Apple iPhones and Samsung phones in the same ad group. Keep them separate. If you are running a service-based business, then yes. Absolutely keep them separate. The theme needs to be very tight because nowadays Google's keyword match types are not exact is not exact, phrase match is not phrase match anymore. They show close variants. So you want to control this and keep it as tight as possible. That will help Google understand what you’re trying to sell.

You want high CTR on your ads. That means that ideally, you want to have about 2% on non-branded keywords. So what do I mean by that? The branded keyword would be Nike, Puma, iPhone, and so on, Right? And non-branded would be buying a smartphone cheap or something like that. Then we have the other smartphone, Nike, and Puma, Buy running shoes that are non-branded and Buy jogging t-shirts. So somebody is looking to buy these items. So for non-branded, you want those CTR or the click-through rate to be above 2%. If it's below 2%, have a look at the keywords and have a look at your ad and see if there is relevancy between the two. You've got to have that relevancy and what we call an ad to send on there. The keyword must be on the ad so you have higher ad relevance.

That is important. Ideally in H1, headline one Right? the first thing they say is if I'm looking to buy Nike running shoes then my headline should buy Nike running shoes. Put in a price as well because the price is going to qualify or disqualify that click. So if you are selling Nike shoes for let’s say $50 then most people will say I can afford $50, I'm going to click on this ad and see which shoes they are selling. But if you got some gold-plated Nike shoes and you put in $500 many will not even click on them because they are out of their price range. And then you do not waste your budget on irrelevant clicks because all they are going to do is come onto your website, click on the ad, come to the website or landing page, have a look around and then they'll go away. So keyword must be on the ad.

The next one improves the landing page experience to increase your quality score. And what I mean by improving the landing page experience is the page speed. That is one of the most important factors especially for e-commerce websites and for lead generation as well. You've got to have a fast landing page or a website. If your landing website page speed is 6 seconds or 7 seconds, that's too slow. You've got to be under 3, ideally under 2 seconds. So that is really important and critical. Facebook, Google, all of them, they look at it and then they will decide whether you have got a high enough quality score or not.

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