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by Anna George on 11th July 2011
The Display Network has changed a fair bit over the past year and with further investment from Google to make it better for advertisers, new reporting metrics have been announced to better measure performance and value to the advertiser.
For those who don’t use the Display Network yet I would recommend really having a go – but remember statistics for Display Network will be very different from your Search Network stats. To find out more about setting up a Display Network campaign visit the AdWords Help Centre.
User behaviour can be very different depending on the web page they are using, and for this reason Relative CTR has been introduced to identify how your ad performs relative to the other ads running in the same place.
By clicking ‘Columns’ under your Ad Groups tab, you can now choose to add the column ‘Relative CTR’ to your table. This is only relevant to Display Network campaigns.
How is Relative CTR calculated?
Google calculate this figure based on your actual CTR and the average CTR of other ads in the same place. Shown as a number multiplied (x) by the average. For example, your CTR is 0.04% and other ads in the same places have a CTR of 0.02%, your relative CTR would be ’2x’.
What does Relative CTR mean to advertisers?
When reviewing performance of a Display Network campaign, CTRs are normally lower than search network campaigns yes but being able to now compare to what Google call ‘the average’ means you can better benchmark performance.
A low relative CTR could mean that the networks you are showing on are not relevant to your ads or that your ad copy needs work to compete. There will be instances however where you have chosen to advertise in a slightly more obscure arena to target niche opportunities.
Unseen Impression Filter
For those advertisers choosing to pay by CPM on their Display Network accounts it is sometimes very frustrating when adverts appear so far down the page that visitors may not even see your ad.
Google have now introduced an Unseen Impression Filter which means if your ad is served below the fold and Google predicts the user does not scroll down then you will not be charged.
Diagnostics for Content Ads
From early July there will be diagnostic capabilities for Content Ads, just like you have already for Search Network keywords. Here you will be able to establish if your ads are running and if they are not the reasons behind that (i.e. lost out in the auction).
Impression Share (IS)
This new statistic enables reviewing how you are dominating the ad space dependant on the total amount of available impressions, as a percentage. This demonstrates your online ‘share of voice’ as Google puts it.
Impression Share statistics are available for all campaigns, not just display network but for search network campaigns as well – an interesting little figure!