How to improve the Search Lost IS (rank) & Search Impr. share ?

[EdmondHong87]

Hi guys,

I have PPC campaign that gets more or less good results

I noticed that i have high percentage of: Search Lost IS (rank) & Search Impr. share, although
that my quality score is high (6-8) and the average position also very high (1.5-2.5).

What can i do to decrees these numbers ?

Ohh and also the bids are more than the top page number...

Any help are welcome!

[LoganRay]

Hi,

You might want to try the Google Adwords community: https://www.en.advertisercommunity.com/t5/Google-AdWords/ct-p/Google_AdWords

We tend to lean a little more towards SEO here on Moz

[EricaMcGillivray]

Hi Logan,

We actually encourage people to ask any question related to digital marketing, including PPC, in these forums. If our community cannot provide an answer, we have a great lineup of Moz Associates who are ready to tackle a ton of topics all over digital marketing, including PPC.

Thanks!

[LoganRay]

Good to know! Thanks!

[troy.evans]

Hi Edmond, thanks for the question!

This metric can be a bit frustrating as it is based on ad rank, not quality score. While quality score is one of the factors that contributes towards your ad rank, you should also take into consideration the use of ad extensions and bid amount as they also factor into ad rank calculations. I know you've mentioned that your bids are above the top page bid estimate but it could be possible that competitors are outbidding you with potentially higher quality scores and more ad extensions which could explain why your avg position is lower than you'd like and impressions are being lost due to rank.

My suggestion would be to make sure you are using as many ad extensions as possible that are relevant to your business. In addition you can raise your bids. Your quality scores are decent but see if there is any potential to create ad copy/landing pages that receive the 'above average' grade, if there is not much room to improve upon those then maybe consider testing ad copy with the goal of improving your CTR.

Lastly I would recommend diving into your auction insights reports, at various levels (campaign, ad group, keywords) to see how competitors are performing. Once you have an understanding of who is outperforming you can analyze their ad copy and landing pages, SEMrush is a great tool for pulling competitor ad copy!

I hope this is helpful, please let us know how things go!

[EdmondHong87]

Thanks for your respond...We do have all the ads extension that available such as, sites links, call ext and callout...

I will try to use the rest of your tips and i will update you soon!

Thank a lot!