Having a big client with a huge budget is a dream come true for every advertiser. However, just like every rose has its thorn a project this big has its obstacles. The more aggressive the advertising, the more limited are the impressions. Normally, the aim is to extract as much as possible from the limited budget you have. However, when the client you are dealing with has virtually no upper limit for the budget and you want to extract as much profit as you can by spending as much as you want, you run short of PPC impressions.
There are a few things you should keep in mind to get more impressions. First, for a single keyword only one ad per account can be shown. It is not relevant how much you have spent. There is no certainty that spending more than your budget will lead to better results and your ads will be shown every time. The final verdict hence changes from case to case. These pointers will help you maximize the PPC impressions you have.
The fact that spending more money doesn’t guarantee you all the impressions you need shows that things are not always as you think they are. Even if you have an unlimited budget you might get only 20% of the available impressions. It is not the money here which does the trick. You need to explain to the clients that spending large amounts of money cannot guarantee them anything. The reason is that there are innumerable advertisers on the internet and Google is trying to show everyone’s ads. It’s just a way of maximizing their earnings as well. This might have something to do with the CTR or the CPR or maybe some other cryptic algorithm Google uses.
There are various ways to maximize the PPC impression share; that is, increasing the percentage of the available impressions for the chosen keywords. These ways do not necessarily need an increment in the budget. These are just the small tricks or strategies that you can apply to get the most out of the available resources. Selecting the right keywords directly correlates to the CTR. The CTR correlates to the quality of the ad. It is essential that granular ad groups be created. This will only help in the process and maintaining the quality of the ads. The testing and writing of good ads also needs to be maximized. Negative keywords also add to the overall maximization. Keywords in ads in general help a lot.
There is an option of accelerated ad delivery in the Campaign Settings. This can be used to your advantage too. Normally, a standard delivery rate may or may not get all the required impressions. However, with accelerated ad delivery the chance that you get most of the impressions increases. This certainly requires you spending more money regularly. Thus in this case, increasing the budget can almost assure you faster ad delivery with maximized impressions.
One important factor which contributes greatly in your ad position is the bid. By increasing your bid you have a better chance of your ad getting more impressions. If you try to find out whether higher placed ads get more impressions or not, you will see that AdWords acts weirdly.
Another way to get more impressions is to adjust keyword match type. The more broad the keywords the more the number of impressions they generate. In fact, a broad keyword generates more impressions that a phrase. You can also use negative keywords as broad keywords. They do not pose any threat to the relevancy of the ad or the product. The advertiser might not mind the realities of expanded broad match because he is mainly looking for market dominance.
You might need to adjust the regional or placement targeting parameters as well. The number of impressions is limited when geotargeting comes into picture. If you want your ads to be available beyond geotargeting query parsing helps directly. You can hence create complimentary campaigns for different geotargets and optimize the amount you have to spend and eventually maximize the impressions.
