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increasing impression share without increasing cost/conv.

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# 1
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In the company I work for we have some campaigns with a very good "cost / conv.", less than 5% of the product price, what is our goal. The problem is that our "impression share" isvery low, around 20%. I met a Google representative in an event and the simple tip given was "just increase the bid".  After doing that, the "impression share" increased but the "conv. Rate" lowered down making the "cost / conv." getting high. I mean, we're paying more for the same result.

After researching it seems increasing the bid is the only solution to increase the "impression share". But that comes my dilemma ... increase the bid and consequently the "cost / conv."

 

Based on that information, I thought of:

- Go more granular with my product groups. Because now I just separate them by price range and make a formula of my "Max CPC" is such that I do not spend more than 5% of product value estimating an "Conv.rate" 1%. Maybe I can separate also by selling products or better "Conv. Rate".

 

- Another option would be to try a different strategy to bid, as "cpc enhanced" (https://support.google.com/adwords/answer/2979071). I never touched it, but I know it's a different way of dealing with bids.

 

What do you suggest to increase the "impression share" without increasing my "cost / conv."? Aim to spend only 5% of the product price is that low?

 

Thank you

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Marked as Best Answer.
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Accepted by topic author carlos v
September 2015

Re: increasing impression share without increasing cost/conv.

[ Edited ]
Top Contributor
# 2
Top Contributor


generally, there are only two ways to improve results --
either improve the bid related factors or improve the
quality related factors, or both.

a few possibilities not mentioned include improving the feed's quality
and other quality factors such as business ratings, adjusting the budget,
adding more targeted promotional-messages per ad-group, removing

poor performing products or increase their quality or decrease their bids,

and improving negative-word lists.

importantly perhaps, improving impression-share
does not necessarily equate to improving profit --
any change should be proceeded and followed by
careful measurements to determine if that change
has caused a negative or positive effect with respect
to business and advertising goals and objectives over
a predetermined time frame.

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author carlos v
September 2015

Re: increasing impression share without increasing cost/conv.

[ Edited ]
Top Contributor
# 2
Top Contributor


generally, there are only two ways to improve results --
either improve the bid related factors or improve the
quality related factors, or both.

a few possibilities not mentioned include improving the feed's quality
and other quality factors such as business ratings, adjusting the budget,
adding more targeted promotional-messages per ad-group, removing

poor performing products or increase their quality or decrease their bids,

and improving negative-word lists.

importantly perhaps, improving impression-share
does not necessarily equate to improving profit --
any change should be proceeded and followed by
careful measurements to determine if that change
has caused a negative or positive effect with respect
to business and advertising goals and objectives over
a predetermined time frame.

 

Re: increasing impression share without increasing cost/conv.

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Sorry for taking too long to answer.

Yes, you are right. I did some adjustments not related with trying to increase impression share but it seems getting worse. I think I'll get back to what I had initially and work on removingpoor performing products and improving negative-word lists.

Thanks