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Impressions of Ad extns vs total campaign impressions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi All,

         We recently included ad extensions for our Adwords. The ad extensions are approved by Google and they have started getting impressions. The problem is the total impressions of ad extension are 1/5th of the total impressions of our adwords. The ad quality is also very high. Please suggest the possible reasons and how to resolve the issue.

 

Thanks

Ankit Bansal

1 Expert replyverified_user

Re: Impressions of Ad extns vs total campaign impressions

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hello Ankit,

 

Welcome to adwords community,

 

  • What is your default bid and average cpc, please try upping your bid.
  • Try increasing your daily budget.
  • If your quality score is six or less, try improving your ad quality, landing page optimization, etc.
  • Try writing more compelling copy. Split testing 2-3 ads simultaneously will help you tweak this. try to reduce CTR
  • Try evaluating your competitors who are outperforming you to see what makes them different, i.e. is it their unique value proposition, average position, etc.

For more please read the link https://support.google.com/adwords/answer/2497703?hl=en

 

Hope it help you

Re: Impressions of Ad extns vs total campaign impressions

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Abu,
1) We bid the highest, cpc is close to $ 2.5
2) Daily budget is highest among competitors
3) Ad copy has standard industry accepted format
4) We usually show-up on 1st or 2nd position

The ad extensions of our competitor have high impressions

Re: Impressions of Ad extns vs total campaign impressions

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆
Then i suggest you to add up more negative keywords to your campaign also raise the exact match keywords and initially paused some broad match keywords which have CTR < 1%.

Hope it help you

Re: Impressions of Ad extns vs total campaign impressions

Explorer ✭ ✭ ✭
# 5
Explorer ✭ ✭ ✭
Hi Ankit,

Which ad extensions have you created - sitelink, call, callout, location, app, review?

And how are you so sure that your competitor have high impressions on ad extensions? And do you know the percentage of impressions your competitors ad extensions are getting of the total impressions they are receiving?

Regards,
Ashish

Re: Impressions of Ad extns vs total campaign impressions

Explorer ✭ ✭ ✭
# 6
Explorer ✭ ✭ ✭
Hi Ankit,

If you are talking about Sitelinks then you can improve your chances of showing sitelinks as below:

- Keep sitelinks text short.
- Add the maximum amount of sitelinks to your campaign with different landing pages beyond the minimum required amount (two for desktop, one for mobile) to increase the chances of showing them more often.
- Make sure your sitelink URLs direct to unique landing pages, with unique content. Sitelinks within a campaign that point to the same content won't show.
- Improve the Quality Score of your keywords. Ads are more likely to appear with sitelinks where the ad has a position directly above or below Google search results, and where the keyword has a very high Quality Score.

Regards,
Ashish

Re: Impressions of Ad extns vs total campaign impressions

Top Contributor
# 7
Top Contributor

Hi Ankit,

 

Just to follow with a little bit extra here. There is no guarantee that any particular ad extension will show with every single impression your ads are receiving, that's just not how ad extensions work. The suggestions you've received so far are great ways to improve the chances that ad extensions will show, but again, you have little control over that.

 

It is interesting that you happen to have insight into the data of your competitors, but that really doesn't help you with your own initiatives.  All it can really do is motivate you to improve your account.

 

I would suggest, depending on which ad extensions you're referring to that you take a look at Google's help doc on "Why your ad extensions are not showing". This will give you tips on what you can do to improve your opportunity for ad extensions to help assist in gaining impressions.

 

It's also worth noting that with the ad rank calculations, ad extensions can give you a boost in your ad ranks and IMO, should always be added, to every campaign.  They refer to this as "expected impact from your extensions". 

 

-Tommy

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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