Lesson #25: Look to Impression Share For Missed Opportunities
Use exact match impression share to uncover missed visibility and boost performance. Want help improving it? Contact Digital4Startups.
Search Network
Background: Networks: The Wide World of Facebook
Facebook ads rely on audience targeting, not search intent. Since users aren’t actively looking for your product, your ad must stand out, grab attention, and motivate them to take action.
Background: Search Networks: Google & MSN
The two largest search networks are Google and Microsoft Bing. After Yahoo and MSN merged in 2010, their networks combined — making Google, Bing, and Yahoo responsible for over 95% of U.S. searches, with Google leading at two-thirds of the total.
Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group
When managing Google Ads, use only one keyword match type per ad group. Separating match types into individual ad groups improves performance tracking, control, and optimization.
Lesson #6: Have More Than One Ad Running At A Time
One ad isn’t enough. Run multiple versions, monitor results, and pause low performers so your best ads get the spotlight (and better ROI).
Background: The Difference Between The Search & Display Networks
The Google Search Network and Display Network serve different purposes, audiences, and metrics. To optimize your PPC campaigns, it’s crucial to understand how each works — and the consumer mindset behind every click or impression.
Lesson #3: Optimize Your Google Ads with Smarter Geo-Targeting
Fine-tune your Google Ads location targeting to show ads only where your business operates. Limiting ads to specific regions prevents wasted spend and improves campaign performance.