If your AdWords campaigns are profitable, make sure you are not losing impression share and missing out on sales. Review your competitive metrics on a regular basis to identify if you are losing traffic due to budgets and bids and to prioritize your optimization efforts.
You'll need to customize columns to see competitive metrics, currently available in campaign and ad group tabs.
Once you customize your data columns to include competitive metrics, your campaign and ad group tabs will include extra impression share (IS) columns for the metrics you have chosen.
Search Lost IS (budget) and Display Lost IS (budget):
The Search Lost IS (budget) and Display Lost IS (budget) columns help you identify if you need to increase your campaign budgets. If the number is greater than 0 percent, this means that your ads did not show on the Search or on the Display network because your budget was low. For example, if your Search...