Search Lost IS (Rank & Budget) – What They Mean and How to Optimize
July 12, 2023 | PPC ADVERTISING
Introduction
Managing multiple Google Ads campaigns can be a challenging task, but understanding key metrics like search lost IS (rank), search lost IS (budget), and search impression share can significantly improve the performance of your campaigns. In this blog, we will explore these metrics and discuss effective strategies to optimize your campaigns and achieve better results.
Understanding the Metrics
Search Lost IS (Rank)
Search lost IS (rank) indicates the percentage of times your ad was not shown because a competitor with a better ad rank outperformed you. This can be due to higher bids or better quality scores. To improve your search lost IS (rank), consider the following strategies:
- Improve your ad copy by making it more relevant, adding or removing headlines as necessary.
- Evaluate your bidding strategy and consider increasing your bids for manual CPC.
- Ensure your landing page is highly relevant to search queries, as it plays a crucial role in ad ranking.
- Regularly test and refine your targeted keywords, pausing those with low quality scores (<3).
Search Lost IS (Budget)
Search lost IS (budget) indicates the percentage of times your ad was not shown because your daily budget was exhausted. To optimize your search lost IS (budget), try the following approaches:
- Increase your budget to accommodate higher ad exposure throughout the day.
- Optimize your campaigns to be more cost-effective. Remove low-intent, broad keywords and focus on high-intent keywords instead. Consider testing different bidding strategies to identify the most efficient approach, leading to lower CPCs and higher conversions or conversion value.
Search Impression Share
Search impression share represents the percentage of impressions your ad received compared to the total number of impressions it was eligible to receive. Improving search impression share can be achieved through the following steps:
- Optimize your search lost IS (rank) to increase your ad’s visibility.
- Optimize your search lost IS (budget) to ensure your budget is sufficient to capture more impressions.
Conclusion
By effectively managing search lost IS (rank), search lost IS (budget), and search impression share, you can enhance the performance of your Google Ads campaigns. Optimizing these metrics will lead to higher click-through rates, lower CPCs, and more cost-effective campaigns, ultimately reducing your CPAs and driving new customers to your business. Implement the strategies mentioned in this blog, and watch your campaigns thrive!