Make sure that you’re not missing out

Once you’ve created three ads with multiple assets, and set up optimised ad rotation, let your ads run for a week. Then check back to see how you’re doing. Are you capturing the moments that matter most to your business?

Understand missed moments

It’s critical that you pay attention to the moments where your ad was eligible to appear, but didn’t. Your Impression share tells you how many times your ad could have shown but didn’t (due to budget, bid or quality constraints). The higher your impression share, the better. High impression share means that your ads aren’t constrained by low budget or low Ad Rank.

How to check your impression share

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page that you’re searching for.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down to locate Campaigns, Ad groups or Product groups pages (for Shopping campaigns), or click the Audiences, keywords and content drop-down to locate Search keywords page.
3. Click the columns icon and click Modify columns.
4. Click Competitive metrics, and add impression share columns by ticking the boxes next to column names.
5. Click Apply. Impression share data will now appear in your statistics table.

CHECK YOUR PERFORMANCE

Capture missed moments

To get your ads shown more often, increase your budget, increase your bids or improve your ads and landing page experience.

Budget: When your budget is limited, your ad might not show as frequently as you’d like – or might not show at all. Use the lost impression share (budget) metric to understand how your ads can reach more people and more eligible customers can find you. Learn more about how to optimise your website for mobile

Ad Rank: Your ad’s number of impressions and position can also be limited by low Ad Rank. To show more ads or get more clicks from a higher ad position, improve the quality of your ads and website, or increase your your bids. Here’s what you can do:

• Create better ads. Learn how to improve your ad quality.
• Improve your landing page experience. Learn how to improve your website.
• Raise your bids or adjust your bid type. If you've set up conversion tracking, we recommend using the Maximise Conversions bid strategy to help increase conversions. Otherwise, you can try Maximise Clicks to help increase clicks to your website.

How to get more insights about bidding

Here’s how to get more insights about what you need to bid to stay competitive:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords and content drop-down in the section menu.
3. Click Search keywords.
4. Click the columns icon and click Modify columns.
5. Add the following Attributes columns:
   • Est. first page bid
   • Est. top of page bid
   • Est. first pos. bid
6. Click Apply. Now you'll now see these columns in the statistics table.

Learn more about customise tables and charts

Use the estimated bids you see in your table to inform your bidding strategy. If you want to get your ads on the first page of Google search results, for instance, set your bid at or above the estimated first page bid.

RAISE YOUR BIDS