Are you running Ad Campaign on Google Display Network (GDN)? If yes, then there is good news- Google has announced some innovative tools which are helpful in achieving superior performance with greater transparency & better measurement. These tools are: Relative CTR, Impression Share (IS), Content Ads Diagnostic Tool & Unseen Impression Filter.
Relative CTR is a competitive metric which will show how your ads are performing on Google Display Network compared to other advertisers ads on the same page/place. The Relative CTR value is obtained by dividing your CTR by the average CTR of all advertisers on the placements where your ads are shown.
Relative CTR is a measure of quality score as well. If an advertiser has low Relative CTR then it will lead to lower Quality Score than competitors, which leads to lower rank in the auction and higher CPCs.
So, even if you have good CTR but lower relative CTR than again it gives an opportunity to further optimize the ads with different creative, keywords etc. to position your ad on top & to further reduce the CPC.
A good relative CTR shows that ad is working fine & people are more interested in advertiser’s products/ services than the other advertisers.
Impression Share (IS) is a factor that represents the percentage of times that your ads were shown out of the total available impressions for which your ads were eligible to appear. Eligibility is based on your current ads’ targeting settings, approval statuses, and bids. You can also view a breakdown of the percentage of time that your ads weren’t shown in the “Lost IS (budget)” and “Lost IS (rank)” columns. Impression share data is available at the account and campaign levels for Google Search and Display Networks.
You can increase IS by increasing the budget, bid, improving ad rank & with adjustment in targeting placements as these changes will help your ads to appear more often & in more places.
Content Ads Diagnostic Tool (CADT) will help you to know the reasons of why your ads are not running on Display Network.
Google will launch the full release of CADT in early July this year.
Unseen Impression Filter makes sure that CPM advertisers are not charged for impressions that users have a low probability of viewing. For example, if your ad is appearing below the fold & user does not scroll enough to view the ad then you will not charge for that impression. This feature is automatically enabled and does not require any controls or set-up.
These tools are really helping me to analyze & optimize campaigns in better way. Try these tools; I am sure you will also love them.