Google announced four new tools that give you better measurement, transparency and value for your display advertising campaigns. All four of these tools and features — Relative CTR, Impression Share, Content Ads Diagnostic Tool, and Unseen Impression Filter — are available in all AdWords languages.
- Relative CTR User behavior on web pages varies depending on the type of page users are on. Clickthrough rate tells you how often users click on your ads, but CTR can’t tell you how your ads perform compared to other ads on the same page.
To view relctrative CTR within your AdWords account, go to “Ad groups” tab, select “Customize columns” from the “Columns” drop-down menu, and select “Relative CTR.” Relative CTR will appear at the campaign or ad group level.
The screenshot below shows how Relative CTR looks in AdWords:
- Impression Share (IS) represents the percentage of times that your ads were shown out of the total available impressions for which your ads were eligible to appear on the GDN. In other words, impression share provides you with your online share of voice.
Based on IS data, you can increase your share of voice by adjusting your budget or improving your Ad Rank. The Lost IS (budget) metric tells you how many impressions you’re losing due to your budget, while Lost IS (rank) tells you how many impressions you’re losing due to Ad Rank.
- Content Ads Diagnostic Tool (CADT) tells you why your ads aren’t showing on the Display Network. For e.g., you may see that your placement-targeted ad groups are not running because they lost the auction:
You can also see when your ad is running, and on what specific placements:
CADT will release to a small number of advertisers in mid-June and will launch a full release in early July.
- Better value for your online display dollars: Users often need to scroll to see your ads on a webpage. When a user doesn’t scroll far enough to view your ad, these unseen impressions hurt your advertising effectiveness and result in wasted spend,” explained Google. “Unseen Impression Filter ensures that CPM advertisers are not charged for impressions that users have a low probability of viewing.”
Note that this feature is automatically enabled and does not require any controls or set-up.
For more information, please visit Help Center.