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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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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.

Getting ready

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...

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