• http://www.calculatemarketing.com alanmitchell

    Hi Brad,

    You’re right that when you’re losing impression share due to budget, reducing CPCs will generally increase visitor numbers for the same clicks budget. It’s something I illustrated with various examples in an article I wrote on PPC budgeting techniques:


    Regarding lost impression share by rank, I’m not convinced it is entirely down to Quality Scores and CPC bids. I created a campaign which only included keywords with a Quality Scores of 10, and set extremely high CPC bids. Yet I still had some lost impression share by rank. I imagine even with ‘perfect’ Quality Scores and extremely high CPC, Google with naturally choose to rotate different advertisers and won’t necessarily show you for all possible searches.