Adwords lost impression share due to rank explained

Jul 22 2010 Published by under Online advertising & PPC, SEO/SEM

A long tailAdwords impression share is very useful for demonstrating how much of your target audience you’re covering. As a rule of thumb, impression share (IS) above 80% is usually regarded as good.
Take the following figures from a real Adwords account:
Impression Share: 93%
Lost IS (Rank): 7%
Lost IS (Budget): 0%
Exact Match IS: 100%

There can be a couple of reasons for the Lost IS due to rank; one of which is that the ads are being displayed on a partner site that doesn’t display as many ads as Google’s homepage so effectively the ad drops off the bottom. This is logical.

However, in the above example the advertiser is only distributing their ads on the Google search results page, so it will never be displayed anywhere other than on the etc.

A second (and more relevant) reason for the Lost IS (Rank) is that the advertiser is missing opportunities to display ads against long tail terms. Let’s assume that the advertiser above is targeting the term “curly wigs” (phrase match type). They’ve set their CPC bid and daily budget high enough to display an ad to 100% of the people searching for “curly wigs”. But only 93% of the people searching for “curly wigs” plus a modifier e.g. “brown curly wigs” see an ad. This probably means that their website isn’t optimised for all the possible long tail terms (“curly wigs that make me look like Michael Knight just when he gets out of Kitt” anyone?).

The more content they add to their site, the more keywords they target and the more they bid the lower their Lost IS (Rank) will be. But at over 90% I reckon they’ve got the curly wig market pretty well covered!

Image: Glenn Pebley

3 must-have plugins for setting up your business blog with wordpress

If you’ve installed WordPress for your business’ website, blog or news section, you’ll need to install some extra plug-ins to really get the most from this excellent software. They’re all free (although a donation is welcome) so install them right now.

Greg’s High performance SEO

Out of the box, WordPress doesn’t insert some common meta tags in your pages. Although the importance of these (specifically keywords & description) has been reduced since the early days of SEO, they still hold some value and it is just general good practice. This plugin has a wealth of features (and documentation) to help make your site a bit more Google friendly and to get it set up properly took me about 15mins. If you only have time to install one plug in, this is the one – it really is superb.

Google XML sitemap generator

To make sure that Google (and Bing and Yahoo!…) knows where all your pages are, you can submit an XML sitemap. However, editing the file manually every time you create a new post is a major pain. This plug in does the editing and submits the new sitemap to all the search engines automagically!┬áMake sure that you take a couple of minutes to configure the plug in to get all the categories and tags that you want into your sitemap.


There are a whole host of ways to integrate your WordPress blog with Twitter but this plugin gives you a couple of powerful features that are really slick. Once installed, you can create your own url shortening structure (now, that looks pro doesn’t it!) and you can track clicks from Twitter in your Google Analytics account. You can also restrict the posts that are tweeted by including or excluding a specific tag/category.

The evolution of successful blogs

Oct 26 2008 Published by under Improving your site, Observations

The guys at website monitoring service Pingdom have done an interesting visual round up of how some of the more successful blogs have evolved over recent years. There are a few trends to note but for me the move to a very crowded masthead stood out. Most of the blogs featured have decided to place a large ‘leaderboard’ style banner ad at the top (or near the top) of the page. I read this as a sign that the attention ads get here is too difficult to ignore when compared to the revenue from other areas on the site. It really reminds me of the huge mastheads we now see on print newspapers.
If you’re planning a blog it might be worth learning from the big guys rather than find out through your own evolution. Although the specifics are clearly relevant for those looking monetize content, the layout lessons must be applicable to corporate, promotional blogs too.

Take a look now: A visual round-up of successful blog evolution

Improve site quality with free images

Aug 13 2008 Published by under Improving your site, Site design

If your site is looking a bit tired and perhaps rather dull, using a few images to break it up is a great idea. Typically, stock images can cost a lot to licence for online use, however a number of websites offer good quality stock images for free.

One of the most well known and a site I have used several times is Stock Exchange. The selection is good and the quality is certainly good enough for most projects especially if you spend a bit of time editing the images for your specific application. Make sure you check the licencing terms of any image you use as sometimes the photographer will require you to tell them where its being used (usually for interest sake more than anything else).

Another great source of images is searching through Creative Commons licenced shots. Flickr’s advanced search provides options towards the bottom of the form, for searching only those images which can be licensed (via Creative Commons) for use on your website.

Online image editing

Jul 04 2008 Published by under Online tools, Productivity

I’ve just been looking for a decent web based image editor for cropping and scaling images without having to buy desktop software. Well I found Picnik and what a beauty she is! It allows you to do all the basic features of Photoshop with some of the more advanced stuff like filters thrown in for good measure. If you need to scale some images for your website look no further than this excellent free app.

Use Blogger as a news article editor

Jul 03 2008 Published by under Improving your site, Online tools, Productivity

I had to find a solution for a client who wanted to be able to upload news articles to their otherwise static website. Having looked at options like Adobe Contribute and not really seen the benefit, I thought Blogger’s FTP publishing setting must be worth a look. Sure enough, you can customise the template to simply output a list of news articles without all the usual blogger stuff on the page. So you’re really just using Blogger’s interface and article management tools…which as you’d expect from Google are very user friendly. Once you’ve FTP’d the finished pages to your server, you can then either include these lightweight pages in a news page by using a server-side script language like php or asp. If you don’t have access to a scripting language on your server, you can simply use an iframe to embed the content. Slick, free and very quick to set up – winner!

Google helps you cook

Apr 12 2007 Published by under Productivity, Quick tips

We all know Google is the best search engine available. However, it is an awful lot more too – it even helped me make dinner!

I was cooking the other day (actually I was just preparing the ingredients for Liz to do the cooking!) and I had a recipe which was written in pounds & ounces. All my ingredients were in metric measurements so I did a quick search for a conversion tool…I didn’t need to look far!

Type this into Google: 1lb2oz to g

Amazingly, at the top of the screen you’ll get:
1 pound 2 oz = 510.291416 grams

Pretty amazing huh?!

You can also try it with all sorts of conversions (distances etc) but its also a really powerful calculator too. Just type this into Google:

Obviously firing up your PC to do some simple maths is pretty silly but if the PC’s on it could be pretty handy, esp if you need to concentrate on the cooking!

Adwords advice