Question

Noticed Impression share is dropping but budgets are available to spend with solid ranking too (financial vertical) Should I increase some tCPAs and see if that helps? CPCs are declining right now too which suggests less competition though, so I'm really unsure how to best manage this! Any ideas or questions helps - thank you, be well! (have seen market decline amidst covid so I know that's a factor)

Answer 1

Have checked your "search lost impression share (rank)"? Maybe you must up your ads and landingpages game. That might help:  - by the way, we had to adjust/soften the conversion goals in different verticals, due to corona. And: have you set a cap on the CPC, if yes, try to remove it. If nothing else helps, increase your tCPA. My Google contacts say: not more than 10-15% and then wait 7 days at least. Always question your bid strategy, too. Attachment maybe useful (leadgen & search only).  
http://bit.ly/39boxKY

Comments

@rosebud fantastic resources and points. Search lost rank is healthy and CPC caps aren't being met. I do think it may come down to softening goals given the market performance. It's unfortunate but this may simply be the norm for the time being. Appreciate you taking the time to provide these insights. Love the ad guide too. Handing this off to my jr for some inspiration as well. Solid author too ;). Thanks man

---

@ichang27361 Good luck and pls. keep us updated, if any insights.  

Answer 2

Check in Auction Insights to see if any new competitors have entered the auction. It is possible for CPC to go down while additional competitors enter the auction, which would result in lower impression share. Also. What is the bid strategy? Has it changed recently? And finally . ad schedule? Has that changed recently.  

Comments

@jarmon competition is dropping or pulling out completely but definitely a good angle to check. I track this pretty consitently as I always love dominating our main competitor (perks of a healthy budget)? One month . even managed to overtake their branded space impression share by 4pts ahaha. But thank for pointing this out!