Posted by Sanket Patel
June 05, 2012
Each month, Yahoo search and Bing is accessed by over 158 million unique searchers. By this, one can identify that combined marketplace has almost 30% of search market share. It is estimated that below 30% of the total search advertising budgets are sending their reports on adCenter. As compare to average searcher, more than 26 % searchers are spent their time in the adCenter marketplace. There is a problem that advertisers are not always able to access all the impression volume, which is available.
Recently, many different types of feature enhancements have launched in order to offer more insight into these lost impression opportunities that helps adCenter advertisers to access more volume and also make it easy to get succeed. Here, one can find advertisers to succeed and some effective tips that increase volume:
Recognize Missed Impressions
In latest months, a major priority of increasing exposure is to lost advertising opportunities that can be achieved through enhancements like:
Ad Delivery Status:
This tool is available in adCenter’s user interface by which one can easily identify issues like depleted budgets, editorial issues, etc. at the campaign, ad group and keyword levels.
Enhancements to Negative Keywords:
Conflicts between keywords and negative keywords are one of the commonest reasons for lost impressions that can be resulted into block an ad from being served. Some of the best ways to identify, and remove these conflicts is through the user interface, reporting and Desktop. With this new insights support, one can easily make this negative keywords more efficient such as changes to the way the negative keyword hierarchy works, introduction of exact match negative keywords, etc.
Impression Share Reporting:
User can find new reporting options in the Campaign, Account and Ad Group Performance reports that makes efficiently prioritize optimization efforts to offset impression share lost to budget, bid, rank and relevance.
Maximize Impression Share
Advertisers have to gather knowledge about what to do next as new insight into lost volume is only advantageous only that. Following points are helpful for regaining those lost opportunities:
Landing Page and Keyword Relevance:
If you have identified the reason behind losing traffic then you can easily pinpoint less relevant ads and landing pages that includes Quality Score in your performance reports. These reports come with Historical and Aggregate Quality Score data that is helpful for gauging the affects of optimizations and maintaining high quality scores across your campaigns.
One can easily leverage the Opportunities tab for budget recommendations, if he/she has learned that ads are being throttled because of monthly campaign budgets or low daily.
Add More Keywords:
For increasing volume, it is best to adopt Keyword expansion, which is considered as a true method. For expanding your campaigns, Microsoft Advertising’s Ad Intelligence tool is also best to adopt as it is also best to use search query report for new keywords.
Maximize Traffic with Broad Match:
One of the easiest ways to maximize your volume on adCenter is through the increased number of search queries that your ads are being matched. For accomplish this, it is best to choose keywords into Broad Match.
With the help of increase in bids, one can easily increase impression and click traffic for ads that are serving on the mainline. In the user interface, one can find bid suggestions in the Desktop and the Opportunities tab for existing keywords.
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