“有限的谷歌广告预算”可能有不同的含义, 取决于业务战略和目标. 一家当地的小公司, 几百美元可能是最大可能的投资, 他们正在寻找最有效的消费方式. 对于一个国家或全球的企业, 数百万美元的预算可能还是摊得太薄了, 基于他们巨大的市场.
无论业务规模或广告预算, the approach to identifying areas to optimize budget is shockingly similar.
Our digital marketing team has seen countless accounts where budget was not maximized to its fullest potential, which is why we are so passionate in sharing a few key areas to identify how to utilize your Google Ads budget most effectively.
We cannot dive into the other sections without first talking about 印象分享 (IS). 这是我们与客户通话时最常用的短语.
印象分享 is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get (Impression share = impressions / total eligible impressions), 每个广告拍卖.
In a nutshell: 印象分享 provides a view of how often your ads are showing.
If a campaign’s Search 印象分享 is only 20% – that indicates your ads are not appearing in approximately 80% of searches.
There are two metrics to help you analyze 印象分享: 印象分享 Loss Due to Budget and 印象分享 Loss Due to Rank.
- 预算造成的印象份额损失: This is the percentage of time your ad did not appear because your budget is too low.
- 如果是这样的话, the advertiser may choose to increase budget or identify areas to narrow targeting to decrease 印象分享 Loss Due to Budget. 下面几节包含了针对后者的建议.
- 排名导致的印象份额损失: This is the percentage of time your ad did not appear because of poor ad rank, 这通常归因于投标金额, 广告的相关性, 和登陆页相关性.
- 如果是这样的话, the advertiser can investigate improving ad and landing page copy to align more closely with keywords on the user’s intent. 唉，这本身可能就是一篇博客文章——请继续关注!
If an agency only suggests increasing spend without offering ideas to increase 印象分享 by offering targeting adjustment suggestions—that is a red flag.
There are numerous ways to increase impression share as well as increase your return on investment.
The key is to slice and dice all your targeting to identify where your strongest performers are—or most importantly, where your poor performers are (especially the ones spending a high percentage of budget and yielding lower results).
There are many areas to optimize targeting, but below are a few ideas:
Re-thinking your campaign structure may also be an area to improve 印象分享.
There are many varying factors that come into play when deciding campaign structure for each business.
With automated bidding strategies and 印象分享 there is a careful balance at play.
Automated bidding strategies work best when they are provided a significant amount of performance data—limiting your campaign targeting too much (or breaking campaigns out too granularly) may impact a bidding strategy’s ability to optimize at its maximum capacity.
然而, if you know X keywords have a much higher return than Y keywords (and both have high search demand), you may want to consider breaking out the X category keywords into their own campaign to ensure budget is fully funded for those terms, 然后分配给Y关键字.
整体, 当涉及到竞选结构时, one of the most common issues we see in accounts is a business trying to support too many services, 产品, 或者市场——以及其结果, 一点都不出色.
Our biggest piece of advice: focus on priority areas first, then build out from there.
在进行上述调整后, watch 印象分享 closely and note where the account has seen performance gains or performance decreases.
随着竞争格局的不断变化, it is crucial to keep an eye on monthly fluctuations to determine if strategy or targeting adjustments are needed.
在这一点上, you may be wondering why we are offering the inside scoop on how we approach analyzing campaigns with a limited Google Ads budget.
We want to share our overall approach so that businesses can be aware of the opportunities in Google Ads to leverage their budget most effectively.
We understand the actual analysis and strategy that goes into these recommendations can be daunting, 但Marathon的数字营销团队可以提供帮助!
给我们捎个信, and let’s connect to ensure your Google Ads budget is being spent as efficiently as possible.