In the Customns from Google Ads section, the key figures for the Share metrics have recently added. The Share Metric impression can now be used in custom columns thanks to this update. It enables PPC advertisers to create a variety of new custom column combinations.
In this blog we define user -defined columns, show you how to make it and offer ten ideas for how PPC advertisers can use the metric for the Share metric impression to create custom columns that improve the performance of your Google ad account.
We used to use an average position to get an idea of aggression levels
Before that, advertisers who use Google ads could use the average metric metric to determine how aggressively their PPC advertising was. A low average position showed, for example, that there was more space to increase traffic by increasing the average position.
While the impression share does not match the average position, Google Ads advertisers were forced to use the metrics for the Share impression in 2019, when the average position metric was awarded, to determine how aggressively they could be with their PPC advertising.
The top impression shape and the absolute top indicator for impression shares as well as the standard metric for the standard -impression shares were taken into account.
After the ads can be used in the “Custom Columns” section section, advertisers can now create more insightful metrics with which the reporting and the PPC strategy can be improved.
What are custom columns in Google ads?
In the Google Ads platform, advertisers have access to a variety of data points. There are far too many to list them, but some of the most common are impressions, clicks, costs, conversions, average CPC, CTR and conversion value.
Go to split and change the columns.
From here you can access all Google-defined metrics available in Google displays. The metrics are divided into relevant categories.
At the top there is also a search option with which you can search for the metric you are looking for and find it quickly.
How to create a custom column
With Google metrics that defined Google, Google Ads advertisers also enable new metrics by combining existing metrics. Advertisers can do this by going to the “Custom Columns” section.
To add a custom column, expand the user -defined columns submenu in the “Change columns” section and click on the Blue Plus icon.
Here you can create your custom column. Enter your user -defined column a name, enter the formula and select a data format. You can also specify a description that you can use to remember how the custom column is displayed and how you want to use.
This is optional, but can help to update your memory if you have problems finding out what the formula does.
User -defined column formulas that use the Share impression
Now that you know how to create a custom column, you will find ten ideas here to get your creative juices to flow, and you use the Share metric impression to set up some of your own custom columns.
Maximum impressions
You can see how many impressions you have received, but what about the impressions you have not received because you have no advertising chances or a budget?
The metric of the Impression Share calculates a percentage that is based on the number of impressions compared to the number of impressions that could be taken.
You can use the metric of the Share impression in conjunction with the impression metric to calculate the maximum number of impressions you have received if your budget and your AD -rank were sufficiently high.
Add the following formula to the “User -defined columns” section:
Maximum estimated impressions = Impressions / Impression
The maximum number of impressions can be identified, since you have an idea of the total search volume for a certain key word and not just the search volume that you receive based on your budget and ad.
If you know the total search volume for every keyword, you can help identify areas with a high volume for which you should optimize.
An estimated offer for 100% impression share
Using the data for the release of printing Share, you can estimate how much you have to offer for a 100% impression share for a certain keyword.
You can do this by sharing your average CPC through your impression. This formula assumes that an increase in CPC will lead to an increase in impression share by 1% by 1%.
This is not always the case, so the formula is not perfect. However, there is an idea of how much you should expect to achieve a 100% impression share.
An estimated offer for 100% impression share = Average CPC / Impression
Estimated maximum clicks, costs and conversions
As soon as you know how many impressions you could have received, you can estimate how many clicks you could have received if your advertising rank and your budget were high enough.
We can achieve this by first determining the maximum number of impressions and multiply it with your CTR. The following formula assumes that increasing your offers to achieve a 100% impression share does not increase your CTR. This is not always the case, since the increase in your bid can lead to your ad appears higher.
This could increase your CTR. However, the formula can continue to be used as a rough guide for how many clicks you can expect if your impression is 100%.
Maximum esteemed clicks = ((Impressions / Impression) * CTR
Take a look at the performance of the account with 100% impression share
Once you have understood the basic formula, you can use it to see what your other metrics would look like if you were given a 100% impression.
You can combine the CTR to calculate the clicks you would receive. You can then use the average figures for CPC and impression shares to calculate how much higher your CPC would be.
By multiplying your new CPC with your new clicks, you can find out how much you cost by having a 100% impression share in the task
Maximum estimated costs = (((Impressions / Impression) * CTR) * (Average CPC / Impression)))
You can find out how many other conversions you would get by first calculating the number of clicks you would receive and then multiply them with your current conversion rate.
Maximum estimated conversions = (((Impressions / Impression) * CTR) * Conc. rate
As soon as you have worked out your maximum number of conversions, you only have to multiply it with your average order value (AOV) in order to obtain your conversion value.
Fortunately, Google ads have already referred to a predefined metric for its AOV. Value / Conv. This means that you don’t have to calculate your AOV manually.
Maximum estimated conversions = (((((Impressions / Impression) * CTR) * Conc. rate) * Value / convention
Estimated CPA or Roas in 100% impression share
So you have calculated the number of conversions that you would receive if you address a 100 percent impression. How does this affect the profitability of your account?
This is how you calculate the estimated CPA and roas of your account when you have tried to achieve a 100 percent impression.
Maximum estimated CPA = (((((Impressions / Impression) * CTR) * (Average CPC / Impression) / ((((((Impressions / Impression) * CTR) * Conc. rate)))
Maximum estimated roas = ((Conc. Value / Conversions) / (((((Impressions / Impression) * CTR) * (Average CPC / Impression)))
Estimated failed traffic
Instead of looking at the estimated total number of impressions that you could have received, you can also examine the estimated total number of impressions that you have not received high enough due to your ad or budget.
You can do this by slightly changing the overall formula of the estimated impressions.
Total impressions lost = ((Impressions / Impression) – Impressions
The above formula can be changed to calculate all other metrics that have been discussed in this blog. This includes:
- Clicks
- Cost
- Conversions
- Conversion value
- CPA
- rose
Estimated impressions of a certain proportion of prints
If you have to achieve a certain proportion of prints for one of your campaigns, simply change the formulas mentioned above to record the required printing amount.
The following formula calculates how many impressions you would receive with a printing share of 65 percent. It calculates the number of impressions you would expect if you had a 100% impression. Then multiplies the number of impressions with the percentage of the impression that you want to achieve.
Estimated impressions of 65% impression share = ((Impressions / Impression) * 0.65
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The same basic idea can be used to calculate other metrics that you would expect in the event of a certain proportion of prints, e.g. B. your clicks, costs and conversions, to name just a few.
Pack up
For a long time I was hoping to get access to the metric for the Share impression in the “Custom Columns” section. Impression content can be used to generate a variety of metrics. It can help with optimization decisions and predict how changes to keyword offers affect the account.
The formulas mentioned in this blog are a good starting point to develop formulas that use the Share Metric imprint. Start using Google Ads’ custom -made column section and the Share Metric print to create new columns with which you can better manage your Google Ads account.
