AdWords Impression Share Reporting Improvements; AdSense Account Application Process Updates; Affiliate Network Adds New Reports

Impression share reporting changes announced back in October, now Today, rolling out along with several improvements to AdWords. "Impression share (IS) is the number of impressions you received in a campaign or ad group divided by the estimated number of impressions you were eligible to receive."Check out this post, to see what's new in impressions […]

Impression share reporting changes announced back in October, now Today, rolling out along with several improvements to AdWords. "Impression share (IS) is the number of impressions you received in a campaign or ad group divided by the estimated number of impressions you were eligible to receive."

Check out this post, to see what's new in impressions share metrics.

Google says, that with the new IS columns now available, they'll phase out the old IS columns in February 2013. "Any saved reports using old IS metrics columns will need to be updated to use the new columns. When you try to access a report in the AdWords interface that's using the old IS columns, you'll be guided through the necessary steps to replace them with the new IS columns," google informs.

To use impression share metrics, Google explains;

Many optimization experts advise a regular review of impression share metrics in well-performing campaigns and ad groups where you want more volume. Use the "Search Impression Share" (or "Display Impression Share" for display campaigns) and look for values below 100%. A lower IS metric means more opportunity for incremental impressions, clicks and conversions.

"Once you've identified well-performing campaigns or ad groups with good growth potential, you'll want to determine which changes to make to increase your results. Start by looking at the "Lost IS (budget)" (for either Search or Display). This column tells you what percent of the time your ads didn't appear because your daily budget was insufficient. To reduce lost impressions due to budget, simply raise your daily budget. In general, you'll end up acquiring more customers at a similar ROI."

"When you're satisfied with the results you're seeing by reducing your "Lost IS (budget)," you can then look at your "Lost IS (rank)." This tells you what percent of impressions you missed out on due to an ad rank that was too low." To address this, you can optimize to improve your Quality Score or increase your bids. "If you decide to increase your bids to increase ad impressions, closely watch how your other key performance metrics like cost per acquisition, profit, and return on ad spend are affected," explained Google.

Google also announced today of updates to the AdSense application process for host partner sites like Blogger or Hubpages.

New publishers approved for AdSense accounts via a host partner site will be able to place ads on and earn from policy-compliant content they've created on any host partner site. "If they then decide to show ads on their own domain, from today onwards they'll need to complete an extra approval step similar to the application process at www.google.com/adsense," informs Google. "Publishers who were approved for AdSense accounts before today won't be affected by these changes."

Explaining the changes, Google says, if a publisher of a host partner site decide to purchase her own domain, and wants to earn from the content there -- "going forward they need to complete a form in their AdSense account to request a site review." Adding, "After submitting the form, user will generate a ad code and implement it on a live page of the new domain that receives traffic. The implemented ad unit will remain blank until the domain has been reviewed by the AdSense team. If the request is approved, the publisher can proceed with placing additional ad units on the site. However, if the request is denied, publisher won't be allowed to show ads on the new domain," google said. But, there'll be "no impact on the publishers blog(s) on host partner site."

Google also made a few updates to reports which include features useful for both advertisers and publishers in its Affiliate Network. To get started, select your desired metrics and time frame above the world map. All metrics will populate in the table below.

These new reports include the following:

Order-level payment reports let publishers see which conversions their accounts have received payment for. The report pulls this information based on the timeframe you specify, so you can access order-level payments from the past.

"Order-level payment reports contain a comprehensive listing of conversions that show the month in which conversions were paid out. When you view the report, you'll first see order-level payment information for your advertiser relationships from the month when you received payment," explains Google.

Multi-metric graph reports "allow you to quickly see performance across two separate axes. Set the graphs to review metrics based on the previous week or previous year's performance for a specified time frame to identify changes in performance," Google writes. You can also review against specific metrics, such as Publisher fees, clicks, conversions, and more.

Geography reports let you gain insights into where user performance originates from, in most cases down to the state or province level. "See performance volume by geographic region so you can optimize and refine your affiliate program."

You can review geographic locations associated with clicks, actions, transactions, sales, and more.

Google Affiliate Network Order-level payment reports

Google Affiliate Network Multi-metric graph reports

Google Affiliate Network Geography reports