![]() In this case Google assessed your ad as little relevant with. The number of terms required for #2 to make much difference makes me think #1 is the likely answer. To bring your ad to the first page, you have to increase your bid on keyword. I can think of two possible reasons for it: 1) google is doing experiments by testing you on some new keywords or 2) a bunch of people are suddenly searching on a bunch of novel terms where you happen to rank. Top impression rate: Percentage of how frequently your ad is above organic results (search campaigns only). Impression share: Percentage of potential impressions your ad campaign wins the Google Ads auction for. Whenever you see position and clickthrough going in the opposite direction, something like this must be happening. Impression: When at least 50 of your ad is seen for at least one second. ![]()
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