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You're reading from Advertising on Google: The High Performance Cookbook Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

Product type Paperback

Published in Jun 2013

Publisher

ISBN-13 9781849685849

Length 372 pages

Edition Edition

Concepts

High Performance Programming

Author (1):

Kristina Cutura

View More author details

Table of Contents (20) Chapters

Advertising on Google: The High Performance Cookbook

Credits

About the Author

About the Reviewers

www.PacktPub.com

Preface

1. Researching the Market and Competition and Setting Goals FREE CHAPTER

2. Setting up Your Account

3. Tracking beyond the Click

4. Structuring Your Account

5. Creating Relevant Keywords

6. Writing Compelling Ads

7. Budgets and Bidding

8. Running Display Ads

9. Remarketing to Past Visitors

10. Reporting and Analysis

11. Optimizing Performance

12. Advanced Strategies and Features

13. Managing AdWords

Index

Using impression share metrics to increase conversions

If your AdWords campaigns are profitable, make sure you are not losing impression share and missing out on sales. Review your competitive metrics on a regular basis to identify if you are losing traffic due to budgets and bids and to prioritize your optimization efforts.

Getting ready

You'll need to customize columns to see competitive metrics, currently available in campaign and ad group tabs.

Once you customize your data columns to include competitive metrics, your campaign and ad group tabs will include extra impression share (IS) columns for the metrics you have chosen.

How to do it...

Search Lost IS (budget) and Display Lost IS (budget):

The Search Lost IS (budget) and Display Lost IS (budget) columns help you identify if you need to increase your campaign budgets. If the number is greater than 0 percent, this means that your ads did not show on the Search or on the Display network because your budget was low. For example, if your Search...