Bidding Strategies for Increasing Impression Share in Competitive Markets
Let’s talk about something that’s been on your mind – low impression share. It’s one of those digital marketing headaches that’s tough to shake. You throw your time and energy at ad campaigns, only to watch your efforts fall short as they reach a limited slice of your audience. You know your product or service deserves better. That’s where this post comes in. We’re diving into the world of Microsoft Ads to help you crack the code on boosting your impression share.
Microsoft Ads is a powerful platform, but only if you’re making the most of it. Understanding and tweaking your bidding strategy can be the secret sauce that gets your ads seen by more of the right people. And no, you don’t need to be a wizard to do it. We’re here to break it down so you can refine your approach and maximise your ROI starting today.
Understanding Impression Share
Before diving into tactics, let’s clarify what we’re dealing with here. Impression share is the percentage of impressions your ads receive compared to the total number of impressions they could get. A low impression share means your ads aren’t appearing as often as they could. This is a clear signal that it’s time to take a closer look at your strategy.
Reasons for Low Impression Share
There are a few culprits behind low impression share, ranging from budget issues to ad quality. You could be outbid by competitors, your ads might not be relevant enough, or perhaps you’ve set a budget that’s too tight. Knowing the root cause is crucial—it directs you to the right solution.
Bid Adjustments: Your First Stop
Don’t underestimate the power of bid adjustments. They let you modulate bids based on device, location, time, and more. If, for example, you’re seeing low impression share on mobile devices, it’s time to increase your mobile bids. Got a geographic area where your ads perform well? Boost your bids for that location.
Experimenting with Enhanced CPC
Enhanced Cost Per Click (CPC) is a smart bidding feature you shouldn’t overlook. It automatically adjusts your manual bids to increase the chances of landing a sale. Sounds nifty, right? It involves a bit of trust, letting the algorithm do some heavy lifting, but when done right, it often pays off.
Target CPA and Target ROAS Strategies
Microsoft Ads offers a slew of automated bidding strategies that can help. Target Cost Per Acquisition (CPA) and Target Return On Ad Spend (ROAS) are two key players. With Target CPA, aim to get as many conversions as possible at your preferred cost. Meanwhile, Target ROAS is perfect when you want to focus on return over volume. Evaluating past campaign performance gives insights on which strategy is more suited for your needs.
Segment Bids by Match Type
Match type segmentation is crucial. Not all match types deserve the same attention. You might find that exact matches deliver the best bang for your buck. By segmenting and adjusting bids accordingly, you can optimise your budget for the bid types that really matter.
Using Scripts and Automation
If you’re a tech enthusiast, you’re in luck. Scripts can automate some of the processes that keep your campaigns running optimally. Whether it’s pausing low-performance keywords or adjusting bids based on competition, automation helps you focus more on strategic planning than mundane tweaks.
A/B Testing Your Ad Copies
Having well-crafted ad copies plays a crucial role in capturing impressions. A/B testing allows you to scrutinise which copy gets more impressions. Tailor your approach based on the performance data, and you’ll start seeing the numbers move in your favour.
Leveraging Keyword Insights
If your keywords aren’t hitting the mark, neither will your bids. Use Microsoft Ads’ Keyword Planner to spot opportunities and optimise accordingly. It’s all about refining your targeting, making sure you’re speaking the language your audience uses.
Final Thoughts
Increasing your Microsoft Ads impression share isn’t an overnight fix. It takes a bit of tinkering and a willingness to experiment. By focusing on the tactics we’ve discussed, you’ll be in a much better position to improve your ad visibility. So don’t sweat it—just keep tweaking and analysing.
If all this feels overwhelming or you simply want expert eyes on your campaign, consider professional help. Check out Microsoft Ads management with us. We’re here to partner with you in getting the results you deserve. Your ads could be doing so much more—let’s make that happen.
