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Remarketing _ how does impressions work

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi

 

I'm new to Google advertising but in this screenshot, you will see that display ads and Adwords are both present on the dashboard. Now for Adwords the impressions are determined by price we bid for and quality score, but what drives impressions served with the display ads on display networks? Is it click-through rate or quality of keywords? Just trying to understand why we are running 8 ads and some have significantly more impressions served than others.

 

https://drive.google.com/file/d/0B7a5lujClJNkSUNMbzNtYUg1Y3M/view?usp=sharing

 

Many thanks for your help in  advance.

 

Cheers

 

Andrea

2 Expert replyverified_user

Remarketing _ how does impressions work

Top Contributor
# 2
Top Contributor

Hi Andrea,

 

In your example, which is typical of the standard settings, CTR is what counts. You can see that the ads with the highest CTR have had the most impressions. 

 

It isn't that simple... Google will also look at what is typical for each ad size, typical on the sites where they are appearing, and so on. But that's for Google's data scientists to work out for us.

 

If conversions are more important to you than clicks, you can change the settings:

https://support.google.com/adwords/answer/6268632

 

 

 

Remarketing _ how does impressions work

[ Edited ]
Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thank you. That's most helpful. So if I'm reporting back to a client on as performance, I will look at click through as the key metric? Is there a way to determine where the sites have been served? Or is it a matter of looking at source and referral from GA of the LP which the ads click through to? Many thanks again 

Remarketing _ how does impressions work

Top Contributor
# 4
Top Contributor

The Placements tab shows all of the web pages, apps and videos where your display ads appeared.

 

  1. Click the Campaigns tab and select your campaign.
  2. Click the Display Network tab.
  3. Click the Placements tab.
    • You can see how your ads performed on websites that you've targeted specifically – they’ll appear as “Managed” placements.
    • To see where your ad appeared based on your other targeting methods, including keywords, topics, interest categories, remarketing and demographics, look at your automatic placements.
    • Click the "See details" drop-down to see a list of site URLs where your ads have shown.

More info here:

https://support.google.com/adwords/answer/2404178

Remarketing _ how does impressions work

Top Contributor
# 5
Top Contributor

@andrea l;

Similar to the Search network, QS does exist on the display network. However, on the display network Google does not disclose its value.

https://support.google.com/partners/answer/2996564?hl=en

https://www.en.advertisercommunity.com/t5/Performance-Optimization/Display-network-quality-score/td-...

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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