Question

So I have a local business whom is advertising on Google. His KPIs are to be #1 for certain keywords and drive more revenue. Since couple of months ago he didn't have conversion tracking on website. We installed it, now tracking enquiries form, however still very early phase. We were on maximise conversions for a while, which was giving good results in conversions (counting also local actions) however not showing #1 anymore for those certain keywords. Due to client request, we've now changed to impression share at 90% absolute top with max CPC set according to campaign data. Am I going the right direction here.? I appreciate in advance any help. Many thanks.  

Answer 1

Possibly. It depends on your purpose. The Maximize Conversions strategy puts the foundational metrics (CTR, CPC, IS, Top Pos Is) in a subordinate position to conversions so if it is conversions that you seek, you have to live with those other metrics not always being perfect. You also need to ensure the conversions you are getting are what the client wants because that becomes the dominant signal. Garbage in garbage out. I don't see any value to top IS strategy other than to please a client or to intentionally promote merely the exposure of a brand name.  

Comments

Thank you for this @michey. Client is concerned about brand name too

---

@moyers4 Then a separate campaign for branded terms using the IS strategy and a separate one for non-branded terms pursuing conversions may be the best route.  

---

@michey the problem is that he's not after brand keywords. he's after targeted keywords. for example [keyword+location] [keyword variant + location] [keyword + location variant]. I do run "brand" keywords in a separate ad set

---

@moyers4Then you can stay on manual bid strategy and set an automated rule to increase daily campaign budget if IS < 100% which will only achieve your desired results if your Lost IS rank is near 0.