Missed opportunities: Learning from lost rankings, traffic and conversions





Blog Date

May 27, 2024


UK, Manchester

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Missed opportunities: Learning from lost rankings, traffic and conversions

Dare to Dive Deep: Unraveling the Mysteries of Search Impression Share

Have you ever felt like your digital ads are just floating in the vast online ocean, struggling to make a splash? Well, my friend, you’re not alone. Many advertisers find themselves caught in the riptide of lost rankings, dwindling traffic, and plummeting conversions – a frustrating reality that can leave even the savviest marketers feeling adrift.

But fear not! Today, we’re going to dive deep into the murky waters of Search Impression Share (SIS) and uncover the hidden treasure troves of insights that could transform your digital marketing strategy.

Navigating the Tides of SIS

SIS is a metric that measures how often your ad appears on the search engine results page (SERP) compared to how often it could appear. It’s kind of like the popularity contest of the digital ad world – the more your ads show up, the more likely you are to capture the attention (and wallets) of your target audience.

Now, I know what you’re thinking – “But wait, I have a high max CPC, relevant ads, and a killer landing page. Why aren’t my ads making a splash?” Well, my friend, that’s where the concept of a “rising tide” comes into play.

As one Redditor eloquently put it, “A rising tide lifts all boats.” In the world of digital advertising, this means that when competition for coveted ad space is fierce, even the best-optimized campaigns can get left behind. It’s like trying to be the loudest voice in a crowded room – if you’re not shouting loud enough, you might as well be whispering.

Diving into the Data

To get a better understanding of where you might be losing out on valuable Search Impression Share, it’s time to put on your scuba gear and dive into the data.

According to the folks over at Two Trees PPC, there are two key metrics to keep an eye on: “SIS Lost (Budget)” and “SIS Lost (Rank).”

SIS Lost (Budget) means your ad isn’t showing up because your budget just isn’t big enough to outbid the competition. Think of it like trying to buy a luxury sports car with pocket change – it’s just not going to happen.

SIS Lost (Rank), on the other hand, is all about your ad’s position on the SERP. If your ad rank is too low, you’re going to get outshined by the big dogs, and your potential customers will never even know you exist.

By digging into these metrics at the campaign, ad group, and even keyword level, you can start to uncover the hidden obstacles that are keeping your ads from making waves.

Riding the Waves of Opportunity

Once you’ve identified the culprits behind your SIS woes, it’s time to start riding the waves of opportunity. One potential solution, as suggested by the Two Trees team, is to consider using “Target Search Impression Share” bidding.

Instead of focusing solely on website traffic or return on ad spend (ROAS), this strategy puts your SIS front and center, helping you appear more frequently for the keywords that matter most to your brand. While it may not necessarily increase your conversions, it’s a great way to boost your visibility and outshine the competition.

Of course, if you’re not ready to change your bidding strategy, there are other tactics you can try to give your SIS a much-needed boost. Start by increasing your budgets and bids, or work on improving your ad rank through better ad relevance and landing page experience. And don’t forget to keep a close eye on those “SIS Lost” metrics – they’ll be your guiding light in the quest to dominate the SERPs.

Riding the Tide to Success

Remember, the key to success in the digital advertising world is all about understanding the ebb and flow of Search Impression Share. By diving deep into the data, identifying your pain points, and taking strategic action, you can ride the waves of opportunity and leave your competition in the dust.

So, what are you waiting for? Grab your surfboard and get ready to catch the SIS of a lifetime! And don’t forget to check out MCRSEO for more expert insights and guidance on navigating the treacherous waters of digital marketing.

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