McCord Web Services is a Google Partner and a Certified Google Ads Professional
To help you fuller understand the new terminology in your Dashboard report and the changes that Google has made to drop the Average Position metric, here are the definitions of these two new important terms that appear in your reports.
Explanation of Search Top IS (Impression Share)
Search top impression share (IS) is the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Use this metric to bid on the top page location.
The top location is anywhere ads appear above the organic search results. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality.
Explanation of Search Abs. (Absolute) Top IS (Impression Share)
“Search absolute top impression share” is the percentage of your Search ad impressions that are shown in the most prominent Search position.
Absolute top impression share = absolute top impressions / total eligible top impressions
What this means for you:
By using two new metrics, Google more clearly details where your ads fall in the competitive auction for first page placement. Google no longer shows when your ads appear underneath the organic search results in position 6-10 or on the second page of search results.
By reviewing these new metrics, you can identify if your bids, budget, and quality score which are used to determine ad rank are high enough to support ads appearing in the positions above the search results either in any position or the very top position.
We get a chance to check our current Google Ads strategy against your needs.
We get feedback from you on what is trending in your business and in sales so as to rearrange our program if needed.
We get an opportunity to review your budget to keep on track with your marketing plan and revise budgets up or down.
I personally find that when we have regular feedback from the client in regards to how Google Ads is working for them, that performance is better and customer satisfaction with Google pay per click is higher.
My firm manages over $3 million in ad spend for clients in Google Ads yearly. As a result, we see opportunities for improvement in regards to conversion tracking across multiple accounts in diverse industries.
My Tips on Conversion Tracking
Always track website contact forms.
Try to track website phone calls.
Do not change key conversion actions.
Use Position-Based attribution.
Set your cookie for 30 to 60 days.
Add additional conversion actions for promotions.
Nancy C. McCord, Owner of McCord Web Services LLC
One of the most important aspects to conversion tracking is to select key conversion actions and to NOT change them in the Google Ads conversion control panel or Google Analytics.
We have recently had several situations where well-meaning marketing staff deleted conversion actions thinking that there would be no harm in doing so, but as a result the smart bidding algorithms in Google Ads were negatively impacted and performance dropped quickly in the account.
I have found that when a customer is changing the conversion actions for promotions and they do not have key conversion actions that are always in the account, bidding algorithms are easily confused and cost per click and cost per conversions will increase, sometimes dramatically.
Assure that if you track website phone calls and email form completions that you always keep these running as conversion actions. Do not move in and out of conversion actions unless you use manual bidding.
Let Smart Bidding Algorithms Do the Heavy Lifting for You
Once you have your conversion action strategy in place, wait to accrue 15 conversions in a 30 day period and then test the use of smart bidding options like maximize conversion or Target CPA bidding for your account.
Make sure to do routine checks at 2 weeks, 30 days, and 60 days to assure that these algorithms are actually delivering results with a cost per conversion that works for your business. Most accounts will benefit from the use of smart bidding based on Google’s machine learning and AI, but not all.
In early 2019 Google did away with the ability for a Google Ads account manager to not serve ads on AdSense for Mobile Apps. In May and June this year, across diverse business sectors we have seen a striking trend of strong ad serving to mobile apps in the Display and Remarketing space that is killing account performance.
Here’s what we see in a nutshell.
Clicks to mobile apps are up strongly.
2. Cost per click is $.01 to $.08 to mobile apps.
3. Impressions are up very strongly.
4. Conversions are non-existent.
5. Ad serving budgets are mostly served in mobile apps.
6. The quality of the automatic app placement are game and kid-related.
See the Proof
To put this in perspective, we have attached a few screen shots that illustrate this huge change in ad serving that is killing the value of Display and Remarketing for client use.
Client One – Display 1/1/19 to 7/19/19 – shows a Display program note in May the strong increase in clicks (blue line) and strong drop in conversions (red line).
Display Graph
Client One – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note in May the strong increase in clicks (blue line) and strong drop in conversions (red line).
Remarketing Graph
A Trend Across Diverse Business Sectors
Both performance graphs above are for one client. But, that is just an illustration of this important trend. For further illustration are results from other clients. Multiple this by all clients we manage and we know that this is not an isolated incidence or one of a setting update.
Client Two – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note as early as February the performance drop and strong clicks (blue line) in April, May, and June with no conversions (red line).
Remarketing Graph
Client Three – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note the click spike in April and May. The earlier drop is due to our moving out of the space due to quality due to no conversions and inability to stop the proliferation of poor quality Mobile App placements.
Remarketing Graph
The key takeaway on all this, is that Google has clearly made a first quarter change in automatic placements, of which you have no control, in all bidding algorithms for Remarketing and Display programs.
How to You Fix This Problem to Return Display and Remarketing to Performance?
Right now, we am testing some options. One includes weekly rules that run on Sunday to pause Mobile App placements that have high clicks and no conversions. We are not sure that this will work to stem the drop in activity as Google may simply replace the pause placements with other poor placements. Google may not even pause the placement as it is an automatic placement not a account selected placement.
For other clients, we have either dropped budget significantly in Display and Remarketing, moved totally out of mobile using a -100% device bid, culled out high dollar mobile sites as exclusions, or even stopped programs entirely.
We are hopeful over time that Google will see the drop in client investment in these spaces as a red flag and adjust their ad serving algorithm to allow account managers greater control over where their ads appear in the Display network.
