How to Improve Lost Impression Share

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There are two main ways to improve your lost impression share rate (budget):

Increase your advertising budget
Eliminate wasteful advertising costs

We will explain each one in detail.


Increase your advertising budget
Ads may set a daily advertising budget limit, but once the advertising costs incurred reach the limit, ads will no longer be displayed.

Therefore, the more you increase your advertising budget, the less likely your ads will not be displayed due to insufficient advertising budget, and the more likely your impression share (budget) will improve.


Eliminate wasteful advertising costs
One of the reasons advertising costs can become owner partner shareholder email database wasteful is the occurrence of wasted clicks from users who are not the target demographic you are trying to reach.


There are often large differences in the user demographic and conversion rate that an ad can reach depending on factors such as the placement location and the time of day it is delivered. Therefore, by narrowing down the delivery range to those that are likely to lead to conversions under these conditions, you can reduce wasted clicks by users who are not your target demographic and wasted clicks that do not lead to conversions, thereby reducing the possibility of your ads no longer being displayed due to your advertising costs reaching the upper limit.

Also, if you are using a match type such as broad match, there is a high possibility that your ad will be displayed even for keywords for which you do not want your ad to be displayed. Therefore, if you are using broad match, you may be able to reduce wasted clicks by changing to another match type.


How to Improve Lost Impression Share (Ad Rank)
There are three main ways to improve your lost impression share (ad rank):

Increase your bid
Improved Quality Score
Stop advertising for keywords that are not showing due to Ad Rank
We will explain each one in detail.


Increase your bid
By increasing your bid, you can increase your ad rank, thereby increasing the chances of your ad being displayed.

However, if you raise your bid too much, your cost per click will increase, which may cause your advertising costs to reach the daily limit sooner. Therefore, even if you raise your bid too much without changing your advertising budget, in some cases it may not lead to an improvement in your impression share (ad rank), so be careful.


Improved Quality Score
Improving your ad's quality score increases the chances of your ad being displayed, which leads to an improvement in your impression share (ad rank).

Specifically, by improving your ad copy and landing page, your ad will be more likely to be rated as high quality, which will increase your ad rank and make it more likely that your ad will be displayed.

Check out the following article to learn how to write high-quality ad copy:


How to write listing ad copy [What kind of wording will increase click-through rate?]
The ad copy determines the click-through rate of listing ads. We provide a detailed explanation of how to write ad copy to maximize click-through rate, so please refer to it if you want to maximize your click-through rate.
» Read this article
Stop advertising for keywords that are not showing due to Ad Rank
Stopping submissions for keywords that are not showing your ads due to their ad rank can also lead to an improvement in your impression share (ad rank).

However, if the keyword is one that has the potential to lead to a conversion if an ad is displayed for that keyword, blocking traffic for that keyword will result in a loss of the opportunity to gain a conversion.

Therefore, when deciding whether or not to stop submitting ads for keywords for which your ads are not showing due to their Ad Rank, you should consider whether the keyword has the potential to lead to conversions and whether it meets the needs of the target audience you want to approach.If the keyword has the potential to bring in conversions, then unless there are budgetary issues, you should focus on improving your Ad Rank to get your ads to show.