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Display lost impression share
Justin Sarti: What’s up, everybody? Justin Sarti here. I just want to talk a little bit about some competitive metrics. I’ve touched briefly on impression share, like display impression share. But recently I had a student asking, “Why is my ad not spending?” And I’ve seen a couple people promoting affiliate offers and things like that that are going to very basic landing pages and things like that. And I just want to explain a little bit about this display lost impression share rank and budget, right?
There’s a couple things when it comes to video ads that you don’t really see. They don’t have a quality score, but a quality score is basically how Google interprets ad being… or what Google thinks your ad is quality-wise, right? Is it a good user experience? Is your landing page interactive? Is it good? Is it not spammy? All that kind of stuff. What’s your bounce rate? They look at all of this kind of stuff and they give you a rank, right? Well, that’s not a thing when it’s not search ads. You can see search ads, that’s a separate thing than display. Display network. Display network includes YouTube.
So you can turn on display lost impression share. So display impression share is going to, let’s say there’s a video that you’re targeting as a placement or something like that, or a specific audience you’re targeting. Let’s say over the course of a week, there were 1,000 possible times for anybody’s ad to show, right? So there’s a thousand eligible times for people to have their ads shown. What the impression share is, is what share of those eligible impressions that you were targeting your ad was actually shown. Now, they take a lot of things into account there. Display impression share is like what percentage you got. So let’s say you get like 35%, right? So you might get 35% of the display impression share.
What do these two metrics mean?
Display lost impression share rank is basically how much of that impression share you lost or you didn’t get due to a shitty ad, to poor ad rank. Now ad rank, as you can see here, determines your ad position, whether your ad’s able to show at all. It’s calculated based on your bid, quality, expected impact of all ad formats, blah, blah, blah. So this is basically how good your ad in landing page is and how good of a user experience that is for people.
Then there’s display lost impression share with budget. This is, are you bidding high enough? Did you bid high enough, right? Basically, if you look at these two things, you can figure out why your ad is not showing. It could be that you have a spammy ad and the spammy landing page and Google doesn’t like it and they’re just not giving you any impression share because your ad and landing page suck and they’re like, “Hey, this isn’t good.” It could be that your budget’s not high enough. So if you look at these two things, you can really start to figure out why you are not getting traffic if you’re not getting traffic, and then you can also look at them and figure out how to get more traffic.
Now obviously a budget, that’s an easy fix. You up your budget. Display loss impression share based on rank is going to be a little bit harder. You’re going to have to add some more content to your landing page, check your load speeds, look at what your ad’s saying, all that good stuff, and you can really figure out what you need to tweak to increase that. But that’s going to require some playing around and relaunching of campaigns. So I just wanted to share that with you. You’re going to look at this display, lost impression share rank and display lost impression share budget, and that’s going to show you why your ad has not been showing as well. So those are just some things you can look at when it comes to analytics. And yeah, I think that’s something that really would be helpful to a lot of people, so I wanted to shoot a quick video. So that’s it for me on this one. Bye for now.
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