Paid Search High-Level Talking Points Flashcards
This deck can assist paid search SME's on talking points with clients and questions to ask yourself when evaluating performance.
What are some targeting issues that could be causing challenges?
Incorrect Keyword Selection: Using overly broad or irrelevant keywords may drain your budget without generating quality leads. Alternatively, focusing too narrowly might limit traffic.
**Solution: **Conduct keyword research using tools like Google Keyword Planner or SEMrush. Focus on a mix of broad, phrase, and exact match types and regularly review search term reports.
Geotargeting Errors: Campaigns might be targeting irrelevant locations or excluding profitable regions.
Solution: Double-check your geotargeting settings and ensure they align with your audience.
What are some budget contraints that could be causing trouble?
Insufficient Budget: Your daily budget may be too low to compete in high-cost-per-click (CPC) industries, limiting impressions.
- **Solution: **Allocate budgets based on campaign priority and average CPC. Consider reallocating funds to higher-performing campaigns.
Overspending on Low-Performing Campaigns: Some campaigns might consume your budget without delivering results.
- Solution: Pause or reduce the budget for underperforming campaigns and reallocate to higher-converting ones.
How can the landing page experience be a factor contributing to the campaign’s unsuccess?
Irrelevant Landing Pages: Sending users to a generic homepage instead of a specific landing page can lead to low conversions.
- **Solution: **Align landing page content with ad messaging. Ensure it’s optimized for speed and mobile devices.
Poor User Experience: Slow load times or confusing layouts can cause users to bounce.
- **Solution: **Improve page speed and simplify the user journey.
Why could low ad rank be a factor into poor campaign success?
**Poor Quality Score: **A low Quality Score can limit impressions and increase CPCs.
* Solution: Focus on improving ad relevance, CTR, and landing page quality.
How can seasonality or market changes affect campaign performance?
Fluctuations in Demand: Certain industries experience shifts in demand, affecting performance.
* Solution: Adjust campaigns seasonally and keep an eye on trends.
Increased Competition: A surge in competitors can raise CPCs or lower impression share.
* Solution: Analyze competitors and adjust bids, targeting, or messaging to stand out.
Shared budget potential challenge
With shared budgets, you’re essentially going “first come first served”. I’ve had clients who, at different times, will ask to emphasize certain product lines, and other times they say they have no preference and to simply go for as many total conversions as possible. I’ll give you an example.
Hypothetical business sells 2 different products. At any point, based on their own supply availability or the cost of goods, etc, one product might have better profit margins for them or vice versa. So at different times, they might want to push one product over the other. That’s where those products having their own campaign budgets makes sense. However, if they have a slow month and a lower budget, they might want to go after all available potential buyers regardless of what they’re looking for, so a shared budget makes sense, because they don’t care if one product dominates the budget.
Think of a car dealership - they might have a certain model they want to push, but if they’re having a slow month and someone walks in saying they want to test drive something that isn’t their product of focus, the salesperson isn’t gonna say “nah, that’s not the one we want to sell the most this month, have a nice day”, they’ll still take that opportunity.
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What does Search Impression Share (SIS) measure in Google Ads?
Search Impression Share measures the percentage of impressions your ads receive compared to the total number of impressions they were eligible to receive.
True or False: A higher Search Impression Share indicates better ad visibility.
True
Fill in the blank: Search Impression Share is calculated as _______.
Impressions received / Total eligible impressions
What are the two main reasons for a low Search Impression Share?
Low budget and low ad rank.
How can increasing your budget affect your Search Impression Share?
Increasing your budget can help improve your Search Impression Share by allowing your ads to be shown more frequently.
What is the formula to calculate the Impression Share percentage?
Impression Share (%) = (Impressions / Eligible Impressions) x 100
True or False: Search Impression Share can only be improved by increasing bids.
False
What is a common metric used alongside Search Impression Share to assess ad performance?
Click-Through Rate (CTR)
Multiple Choice: Which factor does NOT affect Search Impression Share? A) Ad Quality B) Keyword Relevance C) Landing Page Speed D) Competitor’s Budget
C) Landing Page Speed
What is the impact of ad rank on Search Impression Share?
Ad rank influences whether your ad is shown and its position, directly affecting your Search Impression Share.
Fill in the blank: A Search Impression Share of 80% means your ads were shown _______.
80% of the time they were eligible to be shown.
How can improving ad relevance affect Search Impression Share?
Improving ad relevance can increase your ad rank, which may lead to a higher Search Impression Share.
True or False: Search Impression Share is a key performance indicator for Google Ads campaigns.
True
What does a Search Impression Share of 100% indicate?
It indicates that your ads were shown every time they were eligible to be shown.
Multiple Choice: Which of the following is a strategy to improve Search Impression Share? A) Lowering bids B) Increasing budget C) Reducing ad quality D) Ignoring keyword performance
B) Increasing budget
What role do negative keywords play in Search Impression Share?
Negative keywords can help improve Search Impression Share by ensuring ads are shown for more relevant searches.
Fill in the blank: Search Impression Share can help identify _______.
Opportunities for budget adjustments and ad improvements.
What does it mean if your Search Impression Share is significantly lower than your competitors?
It may indicate that you need to adjust your budget, bids, or ad quality to improve visibility.
True or False: Search Impression Share is only relevant for search campaigns.
True
What is the relationship between Quality Score and Search Impression Share?
A higher Quality Score can lead to a higher ad rank, which can improve Search Impression Share.
Multiple Choice: Which of the following metrics is NOT directly related to Search Impression Share? A) Average Position B) Cost Per Click C) Conversion Rate D) Impressions
C) Conversion Rate
How often should advertisers monitor their Search Impression Share?
Advertisers should monitor their Search Impression Share regularly to optimize their campaigns effectively.
What can a sudden drop in Search Impression Share indicate?
It may indicate increased competition, budget constraints, or a decline in ad quality.
Fill in the blank: Monitoring Search Impression Share helps advertisers _______.
Make data-driven decisions for their ad campaigns.
