Maintaining High Performance When Impressions are Low
There is a logical correlation between impressions and Click Thru Rates. It is a common thought that if ad impressions drop, less people will be exposed to your brand/product on the SERP which will lead to less clicks. In some ways this is true as volume of impressions does lead to volume of clicks. But over the course of the past year, some brand marketers have noticed a new phenomenon: impressions declining and clicks rising. It seems completely backwards to think that brands are getting more clicks with less impressions, but thanks to more sophisticated targeting, it’s happening and marketers are realizing that quantity does not necessarily equate to quality.
How can you enhance campaign performance with less impressions? Here are a few tried and true strategies to ensure that you are getting the right impressions to drive clicks and, hopefully, conversions.
RLSA – Remarketing Lists for Search Ads is an AdWords feature that allows you to differentiate between brand new searchers and people who have previously visited your brand’s site. There is a significant difference between these two groups of prospective customers; often, a previous site visit indicates that a person is farther down the purchase funnel. Previous site visitors are already familiar with their brand, and likely searching with a more defined idea of the product they want. As such, the messaging you use in front of these customers should be different than the messaging used in front of brand new customers. RLSA helps you automatically distinguish these groups and tailor your campaigns.
Mobile Bid Modifiers – Since the advent of Enhanced Campaigns, brand marketers have had the ability to more effectively position their messaging and appropriate their campaigns to facilitate a variety of devices. Now, as mobile traffic growth continues to accelerate, it’s crucial to invest in a sound mobile bid strategy. To accurately distinguish the best modifier strategy for mobile versus desktop, it’s necessary to keep in mind both mobile traffic and average value of mobile traffic. Are your mobile users converting? If yes, then your bids should reflect this value to ensure that mobile users are exposed to the right impressions to continue to drive mobile clicks.
Negative Targeting – Marketers today crave relevancy and the right exposure, and want their ads to surface for qualified, related search queries. However, relevancy sometimes falls to the wayside and ads surface for queries that really have nothing to do with a brand product. Perhaps your company has recently rebranded, or eliminated an entire section of inventory—however, when users search for that eliminated category, a brand ad may still surface. In this case, that impression is not doing the brand much good and is actually negating the quality. To combat this, brand marketers can leverage AdWords’ Negative Keywords feature to prevent certain keywords or queries from triggering ads on the SERP. This feature is basically a quality control to ensure optimal campaign performance.