My neighbor had a very demanding parrot.
Like many parrots, he was quite vocal and loved to entertain guests with his singing and chatter.
He also loved apples.
One day, during a visit at this neighbor’s house, we were invited to dine on apples from the tree in the backyard. As we reentered the living room where we had been sitting, the parrot began squawking for an apple. The neighbor gave us permission to share our apples with the bird but to “only give him the core.”
The parrot’s feathers ruffled at this announcement and he looked pointedly at her and bellowed “I don’t want the core. I want the WHOLE apple!”
This statement was followed by laughter and the neighbor proceeded to place the core of her apple in the parrot’s cage. After seeing the look in his eyes, I was impressed that my neighbor had managed to maintain ownership of all 10 of her fingers.
That parrot is no longer with us but the memory of his tenacity will always stick with me.
So here’s a question for you: When it comes to your PPC campaign, are you satisfied with the core or do you want the whole apple?
The number of people who actually see your ad is largely determined by how often it shows up for the terms that you are targeting.
Ads that have low coverage only receive a fraction of the impressions that are available for specific keywords because, more often than not, they fail to show up on the search results page.
This means that your ads are suffering from poor exposure, which translates to less visibility, traffic and conversions.
Low Coverage is awful.
This brings us to our next question.
Even if you increase your bids your coverage won’t necessarily increase. In fact, it can even make it go down.
Your Quality Score, relative to your competitors’, is what influences the amount of impressions your ads receive.
There are various third-party tools that make it possible to monitor your coverage percentage and you can also evaluate your impression share to get an idea of how visible your ads are.
The Impression Share metric takes into account the total search volume for a keyword and displays an estimate of the percentage of the time that your ad shows up for the term you are targeting.
If there are more than a couple keywords in your account that are receiving a low percentage of the available impressions, then it’s time to diagnose and address the issues that are causing your low coverage.
Your coverage provides you with a means to estimate how well your quality score compares to your competitors. It can also alert you to problems with:
– Bad Ad Copy
– Poor Keyword Choices
– Low Quality Landing Pages
– Using the Wrong Keyword Match Type
Improving the above elements of your ad campaign can increase both your Quality Score and your coverage.
If your ad is only showing up 10, 20 or 30 percent of the time then you are losing the chance to connect with a HUGE amount of prospects.
An ideal scenario would involve your ads showing up every time a searcher typed in your targeted terms. But even if you improved your coverage to 80 or 90 percent that would still equal a massive increase in impressions and potential traffic, customers and revenue.
Don’t settle for the core.
Snatch the entire apple right out of your competitor’s hands.