Increase Ad Impression Share by Expanding Keywords to New Ad Types

This playbook provides examples and suggestions on how to use the Analytic Index data to find the best keyword opportunities and ad types to optimize for increasing ad impression share.

Ad Type Opportunities

Find the top searched Keywords that are not being aggressively bid on with specific ad types by you or your competitors.

Start with finding the most actively sponsored keywords that you and your competitors are having success with and then identify the ad types that do not have a lot of sponsorship activity for each of the keywords. These keywords and ad types could be good opportunities to add to your ad campaigns to get more impression share with a better cost per click.

Step 1: Identify and Download your Brand’s Most Sponsored Keywords by Ad Type.

Step 2: Identify and Download your Competitors’ Most Sponsored Keywords by Ad Type.

Step 3: (Optional) Add the keywords or raise the bids on the keywords for the ad types that you do not currently have much sponsorship activity on or that your competitors don’t have much sponsorship activity on.

STEP 1: Identify and Download your Brand’s Most Sponsored Keywords by Ad Type.

Setting up the Sponsorship Activity Tracker Report

1. Navigate to the Sponsorship Activity Tracker report
   (Paid Search Optimization > Sponsorship Activity Tracker)
2. Enter the Department and Category you would like to get keyword and ad type opportunity data for.
3. Click on the “More” filter and Enter the desired brand name into the “Brand” filter
4. Make sure the brand filter setting is set to “Is”
5. Click the Load button on the report to load the data
6. Scroll Down to the Sponsorship Activity by Keyword table 
7. (Optional Pro Tip) Hover over the top right corner of the table and click on the 3 dots that appear to download the keyword data for additional analysis.

STEP 2: Identify and Download your Competitors’ Most Sponsored Keywords by Ad Type.

Setting up the Sponsorship Activity Tracker Report

1. Navigate to the Sponsorship Activity Tracker report
   (Paid Search Optimization > Sponsorship Activity Tracker)
2. Enter the Department and Category you would like to get keyword and ad type opportunity data for.
3. Click on the “More” filter and Enter the desired brand name into the “Brand” Filter
4. Change the “Brand” filter setting to “Is Not”
5. Click the Load button on the report to load the data
6. Scroll Down to the Sponsorship Activity by Keyword table.
7. (Optional Pro Tip) Hover over the top right corner of the table and click on the 3 dots that appear to download the keyword data for additional analysis.

Step 3 (Optional Pro Step): Analyze the data in Excel and add the opportunity ad types and keywords to your ad campaigns.

1. Review the downloaded list of keywords and Add the keywords or raise the bids on the keywords for the ad types that you do not currently have much sponsorship activity on or that your competitors don’t have much sponsorship activity on.

How to use the data

These downloaded reports will show a list of opportunity keywords that you or your competitors are bidding aggressively on with some ad types but not taking advantage of with other ad types. The Search Volume Percentile helps you sort the keywords by highest search volume.  The Sponsorship Activity Score is based on the number of days and items are getting impressions for an ad type on a keyword search. (The higher the Sponsorship Activity Score for a keyword and ad type, the more aggressive you or your competitors are advertising for the keyword with the ad type.). The keywords and ad types that have low or no sponsorship activity should be considered for adding to your ad campaigns or raising the bids on if the keyword and ad type already exist in your campaigns. 

You can also take a deeper look into any of the keywords in the table by clicking on them to use the drill-in function to track the full Sponsorship Activity  or run a Keyword Snapshot report or even use the Keyword Expander to find additional related keywords.