We have learned how ad rank and budget can improve your impression share. Should you be targeting 100% impression share? Pushing your bids up can give you more visibility, which can help build brand awareness in the long term.ĭetermine your max cost-per-acquisition and work around it. You need to figure out this through testing. So increasing the bid depends upon the type of your business and the return on ad spend (ROAS). Well, a real estate property developer may not mind paying more for a relevant website traffic click as the returns from an apartment sale is way more than the extra bid amount spent on the ad. On the other hand, if your business can handle more cost-per-acquisition in a trade-off for getting more leads and conversions into your business, then increasing the bid is a good strategy.įor example, if INR 2000 gives you 70 leads, will you be willing to pay INR 3000 for 100? If more clicks do not improve your conversion rate, your average cost-per-acquisition (CPA) increases.ĬPA = Total cost of clicks/Number of conversions However, your cost-per-click (CPC) increases as well. If you want your ad to appear more often in terms of impression share, then increasing your bids could be a way to do it.īy increasing your bid, you increase the chances of your ad getting displayed when customer searches match your keywords. Should you increase bids or not for increasing impression share? In another article, we will tell you how to improve your ad quality score.įor now, we focus on the bidding part with respect to improving ranking and increasing impression share. Your ad quality score is determined by three factors: Estimated clickthrough rate (CTR), ad relevance and landing page experience.
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