Affecting Impressions

• Adding content to the campaign site in order to generate new seed keywords. This content may be in the form of new content, new products, archived content, custom content provided by the client, marketing / media packs etc…
• Using existing tail keywords as seed keywords to generate further tail keywords.
• Review existing content to generate new seed keywords
• Explore new keyword generating tools not previously used in the set-up process
• Use the Jellyfish Keyword Mining Tool to establish tail keywords from existing keywords on broad match
• Use the Jellyfish Generic Keyword Tool to ensure that all combinations of core generic terms have been submitted
• Liaise with the client to establish hot topics, industry terms, industry events, acronyms etc... which can be used as seed words
   

Adding Negative Keywords

Adding negative keywords will only decrease the number of impressions a campaign will generate; however, these negative keywords will reduce the likelihood that ads will be shown for irrelevant keywords, thus enhancing the quality of the traffic hitting the campaign site.

Raising /decreasing the Average Cost per Click

The number of impressions a keyword or campaign achieves is dependent on which page the Ads are displayed when queried. An appearance on the first page for all keywords will achieve the most number of impressions. Therefore; increasing or decreasing the bid cap, thus increasing or decreasing the average CPC, will have a direct affect on the position the ad will appear and consequently which page the ad will appear.

We also regularly identify keywords that have become ‘inactive for search’ on the Google network. Increasing the max bid slightly will often ensure that these keywords become active once more, thus generating impressions.

Adding Networks

In most cases a campaign will be taken through a Proof of Concept (POC) using the main networks relevant to the international scope of the campaign; Google, Yahoo, Bing, Yandex or Baidu. Once a campaign has proven that it can convert at a level which will achieve the desired CPA we then look to invest in other areas such as Social Media platforms Facebook, Twitter, YouTube as well as creating custom campaigns to capitalize on new and innovative features on the core networks such as remarketing, mobile and tablet device campaigns on Google.

Instigate, Remove, Extend or Reduce Content Match

One sure and quick way that we affect the number of impressions is by altering the content match settings. Content match complements a sponsored search campaign by displaying PPC ads alongside relevant content on a partner’s site, thereby providing an additional channel of exposure.

The Content Match listings are determined by:

• The relevancy of a keyword, or ad group, to the content of the page.
• The bid cap set for that keyword or ad group
   

Instigate, Remove, Extend or Reduce Site Match

In exactly the same way as content match, a quick and easy way we affect impressions is to alter the site match settings on Google. Site Match allows you to choose specific sites, from the Google partner network, to display chosen ads. Impressions are charged on a CPM (Cost per Thousand) basis.

Add or Remove Broad Match

Broad Match ensures that your ads will appear for all keywords queried in the search engines which contain your keywords, no matter what order the individual words are in, or whether there are additional words in the keyword. Your ads will also automatically show for expanded matches, including plurals, relevant variations and synonyms.

Increase/decrease Daily Campaign Budget

The daily budget can be altered to either suppress or increase the number of impressions. The networks forecast the level of daily spend by taking into account the impression history, average CTR and average CPC.  If the forecasted spend is more than the allocated daily budget, the ads will not be served 100% of the time and will show intermittently as to ensure that the spend stays within the parameters of the daily budget.

Delete Poor Performing Ad Copies

The facility in Google, which allows you to test the performance of a variety of ad copies within an ad group, can often lead to lost impressions if not managed correctly.

As the ad copy is directly related to the CTR, the quality score for a keyword can be considerably affected by varying ad copies. It is therefore possible that one of the ad copy variations could achieve a much lower CTR and subsequently drop down the rankings on the Google landscape. In some cases, where we are using the same domain name as an affiliate or the client, it may even mean the ad does not show at all.

We therefore analyse the performance of multiple ad copies within an ad group and delete the poor performing ones, once a sufficient test period has been adopted.