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Lost Impression Share due to position

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi there,

 

Our client has a max. ad spend of $200 a day, but only $100 is actually spend. Our impression share is only 27%, and the lost impression share due to position is 73%. Google suggests to raise bids or improve quality score, but we're using Target ROAS so raising bids isn't an option. Neither is improving quality scores, since it's a Shopping campaign.

 

Anyone can help me out here?

 

Thanks in advance!

2 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Joshua R (Top Contributor)
September

Lost Impression Share due to position

[ Edited ]
Top Contributor
# 3
Top Contributor

shopping-ads are (also) part of a highly dynamic ad-auction.

for shopping-ads, like most other ads,
there are only two paths to improvement
within the ad-auctions -- raise the bid
or improve quality.

while there is no quality-score per se there are certainly steps
and best-practices to help improve quality for shopping-ads.

quality for shopping-ad mainly relates to all data submitted, landing-pages,
campaign-related targeting and extensions such as merchant-promotions,

and various business-related signals, such as ratings and product-reviews.

for example, consider reviewing all attributes and google's related
best-practices for each value submitted -- including what to remove
from or change with respect to submitted data to help improve quality.

for example, consider carefully inspecting the
title and description against the physical item.

 

for example, consider removing certain

attributes, or values, or parts of values,

that seem irrelevant with respect to the

physical item-offer.

 

for example, carefully reviewing all global-trade-data submitted.

for example, for variants, be certain to verify proper item_group_id
are being submitted for all items within each variant group and

proper variant attributes are submitted with recommended values.

for example, consider reviewing all shipping-costs

with respect to competitors or customer reviews.

for example, consider more competitive pricing.

for example, consider removing, altogether, poorly-performing items over time.

for example, consider the merchant-promotions-program.

for example, considering improving the landing-page with
respect to all google's recommendations and best-practices.

for example, consider inspecting the website and all related navigation --
especially with respect to speed and all google's mobile-device best-practices.

 

for example, consider having only one add-to-cart item per landing-page.

 

for example, consider using accurate structured-data on the landing-page.

for example, with respect to contact information on the website,
be certain there is current-business-telephone-number that will
be answered during posted business-hours and an exact physical
address that resolves on google-maps -- in addition to any email
contact or web-forum contact.

for example, consider reviewing all return-and-refund policies,
with respect to google's best-practices and competitor's policies.

for example, consider improving the overall business and related ratings.

for example, consider improving targeting --
by using day-parting, location targeting, etc.

 

for example, while not related to quality,

consider raising the overall budget or

simply reverting to manual-bids, for a

time or with respect to certain items.

 

for example, consider using custom-label-attributes to improve overall
retail bid strategies with respect to specific subsets of items -- such as
best-sellers, poor-sellers, seasonal-sales, etc.

for example, consider using negative-words to prevent irrelevant searches --
or multiple campaigns with campaign-priorities to help segment item-offers.

 

View solution in original post

Lost Impression Share due to position

Top Contributor
# 2
Top Contributor

Hi there, 

 

The most likely situation is that your target return on ad spend is set too low and you will be required to raise it in order to more competitive bid and increase your daily spend. If you're worried about that hurting your return on investment then consider manual bid or simply accept that with your selected keywords you're limited to X amount of daily spend in order to stay within your selected ROAS. 

 

- Josh

Joshua, Top Contributor
Was my response helpful? If yes, please mark it as the ‘Best Answer.’
Marked as Best Answer.
Solution
Accepted by Joshua R (Top Contributor)
September

Lost Impression Share due to position

[ Edited ]
Top Contributor
# 3
Top Contributor

shopping-ads are (also) part of a highly dynamic ad-auction.

for shopping-ads, like most other ads,
there are only two paths to improvement
within the ad-auctions -- raise the bid
or improve quality.

while there is no quality-score per se there are certainly steps
and best-practices to help improve quality for shopping-ads.

quality for shopping-ad mainly relates to all data submitted, landing-pages,
campaign-related targeting and extensions such as merchant-promotions,

and various business-related signals, such as ratings and product-reviews.

for example, consider reviewing all attributes and google's related
best-practices for each value submitted -- including what to remove
from or change with respect to submitted data to help improve quality.

for example, consider carefully inspecting the
title and description against the physical item.

 

for example, consider removing certain

attributes, or values, or parts of values,

that seem irrelevant with respect to the

physical item-offer.

 

for example, carefully reviewing all global-trade-data submitted.

for example, for variants, be certain to verify proper item_group_id
are being submitted for all items within each variant group and

proper variant attributes are submitted with recommended values.

for example, consider reviewing all shipping-costs

with respect to competitors or customer reviews.

for example, consider more competitive pricing.

for example, consider removing, altogether, poorly-performing items over time.

for example, consider the merchant-promotions-program.

for example, considering improving the landing-page with
respect to all google's recommendations and best-practices.

for example, consider inspecting the website and all related navigation --
especially with respect to speed and all google's mobile-device best-practices.

 

for example, consider having only one add-to-cart item per landing-page.

 

for example, consider using accurate structured-data on the landing-page.

for example, with respect to contact information on the website,
be certain there is current-business-telephone-number that will
be answered during posted business-hours and an exact physical
address that resolves on google-maps -- in addition to any email
contact or web-forum contact.

for example, consider reviewing all return-and-refund policies,
with respect to google's best-practices and competitor's policies.

for example, consider improving the overall business and related ratings.

for example, consider improving targeting --
by using day-parting, location targeting, etc.

 

for example, while not related to quality,

consider raising the overall budget or

simply reverting to manual-bids, for a

time or with respect to certain items.

 

for example, consider using custom-label-attributes to improve overall
retail bid strategies with respect to specific subsets of items -- such as
best-sellers, poor-sellers, seasonal-sales, etc.

for example, consider using negative-words to prevent irrelevant searches --
or multiple campaigns with campaign-priorities to help segment item-offers.

 

Lost Impression Share due to position

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Thanks for your reply! It contains lots of potential improvements for our account. Come to think of it, we currently have 1 product row for 1 product (page). But some products have different sizes and/or different colors. The ideal situation would be to have 1 shopping product row for each possible combination right? Would this help us with the Impression share problem?

Lost Impression Share due to position

[ Edited ]
Top Contributor
# 5
Top Contributor

first, you're welcome.

google only allows physical inventory items to be submitted.

generally, items submitted as in stock must be in on-hand physical inventory,
available for purchase on the website, and deliverable within a timely manner.

physical items available in different sizes or different colors or both,
require a valid, identical, item_group_id for all items and at least one
unique variant attribute -- such as size or color -- within the variant
group, with only only one, single, value per variant attribute.

 

i.e. one, single, physical item, per row -- if a spreadsheet,

or similar (tab-delimited feed file format) is being used.

the physical item should be submitted with a corresponding image
and land on a page with only one, single, add-to-cart variant item --
this is usually handled via url-parameters and server-side-scripts,

or separate landing-pages, or some combination of both.
e.g.

http://www.example.com/products/large-red-wagon
http://www.example.com/products/small-blue-wagon
http://www.example.com/ca-fr/products/grand-rouge-wagon
http://www.example.com/ca-en/products/small-blue-wagon
or
http://www.example.com/products/wagon?locale=en-us&size=large&color=red
http://www.example.com/products/wagon?locale=en-us&size=small&color=blue
http://www.example.com/products/wagon?locale=ca-fr&size=grand&color=rouge
http://www.example.com/products/wagon?locale=ca-en&size=small&color=blue

 

a corresponding image is critical for quality

for items with color or pattern differences.


if these requirements are not followed google may certainly continue
to lower quality, or remove such items from the auctions, at any time.