Optimizing Pay Per Click Accounts.  How to Use Advanced  features in Google AdWords for Better Return on Online Spending.

Tips from AdsOnSearches.com to Improve Online Presence.

After learning how to optimize your AdWords  account, it’s time to push your skills to the next new level on how to increase the traffic to your website, how to gain more impressions and more clicks to your account.  Then, once you have visitors, you’ll learn how to gain more page views from them.

Optimizing for Traffic

The most common analytics metrics to examine for any website are total page views and unique visitors.  How many different people visited your website? How many page views did those visitors generate?  These metrics are useful because they give a high level picture of your website’s visibility.

Although these are common metrics for website measurement, they can also be applied to any AdWords advertising campaign.  How often were your ads shown (ad  mpressions), how often were they clicked, and how engaged were those visitors with your website (page views or conversion rates)?

First, we will look at techniques for increasing traffic to the website.  Then we will examine various methods designed to help you generate even more traffic from a single click.

Investigating Strategies to Show your Ads More Often

Before you can determine how to receive more ad impressions, you need to know why your ad is not being shown in the first place.

The first setting to examine is your daily budget.  If you are spending your entire daily budget every single day, odds are you are capping your impressions due to budget limitations.  In this case, you have two options:

Increase your Budget:  If you are able to raise your daily budget, your ads should be shown more often.  Your CPC (Cost per Click) and Cost per Conversion should remain steady.

Lower your Bids: Your ads may receive more impressions and clicks for the same budget, if you lower your bids.  However, there is no guarantee, since some of the keywords may not have a high CPC to be displayed on page 1, which will end up reducing your total impressions.  This is not a right strategy since it will bring down your CTR and position.

Creating and Reading an Impression Share Report

The impression share report is the name the industry has adopted for one of the AdWords reports.  This report tells you the percentage of times your ad was shown when it was eligible to be shown and the reasons it was not displayed.  For instance, if you set your ad to be shown only between 1:00 p.m. and 2:00 p.m. then the search impression share report will only report on available search impressions during that one-hour time period.

To create this report for search campaigns, navigate to the Campaigns tab and

customize your columns.  Then, in the Competitive Metrics category, select

these fields:

  • Search Impr. Share
  • Search Exact Match IS
  • Search Lost IS (Rank)
  • Search Lost IS (Budget)


Once you select these columns and click Save, you will see your ad impression share data and reason why your ads may not be showing 100 percent of the time. If you find your ads are not exposed daily, you can increase the daily budget or reduce the CPC to increase the clicks or improve the CTR to generate more traffic.

This article is written by Abilash from AdsOnSearches.  He can be reached at abilash@adsonsearchs.com