PPC marketing is about understanding numbers and having the means to analyze them. Those who have accumulated experience over time have it easier than those who are still starting.
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When things start to make sense, you can look to move on to more complicated aspects. When carried out right, these small details will allow you to get even more out of PPC campaigns.
There are pay-per-click metrics that are underutilized by some advertisers. One of those is the Adwords impression share.
Impression share can be defined as the percentage of impressions that you received divided by the count of estimated impressions you could have received.
For example, if you end with 25 percent of impression share, it means that you were only able to get about one-fourth. Missing out on 75 percent is not something any advertiser wants to see.
The Importance of Impression Share
When you are operating at a high level, impression share becomes an important metric. It reveals areas that require improvements. And these areas still have a lot of potential in terms of reaching more individuals.
Impression Share Levels
You can look at impression share as a whole on three different levels:
- Keyword:- Each keyword can be measured in terms of its performance, and if you want to get into the smallest details, starting with keywords is the way to go.
- Ad groups:- Not as narrow as keywords as it focuses on ad copies and keywords contained in a particular ad.
- Campaign:- Take note of how you are performing overall.
Display and Search Metrics
Display metrics can be viewed only via display campaigns. Meanwhile, search metrics can be viewed only via search campaigns. The metrics also provide advertisers with a better idea of how their campaign is going on. Here are some important numbers you need to pay attention to:
- Lost IS (budget) – the percentage of how many times the ad did not appear on the network due to lack of budget.
- Lost IS (rank) – the percentage of many times the ad did not appear on the network due to poor ranking.
- Relative CTR – how your ad is doing compared to ads on other websites.
Reading and Measuring Adwords Impression Share
There is more that goes into measuring just how good or bad your ad impressions are. When an auction begins, and you start bidding.
The following factors start playing a significant role:
- Overall quality score.
- Bids and targeting.
- Ad status.
When you have the information, it becomes easier to make smart decisions to measure where you stand with impression share.
Key performance indicators that you should start with to optimize the impression share are:
- Targeting:- Every ad on PPC is meant to target a specific demographic. Is your ad matches your targeted audience? Analyze how your ads are performing and determine which are there for no reason and only wasting money. Shut them down and focus on those that are performing.
- Quality score:- A good quality score shows that your ad copy and landing page are relevant and doing great. Meanwhile, the lower quality score indicates that you are in need of improvements.
- An average position:- If you have a high average position, there is a chance to move higher in the search engine results page. Being higher means more ad views. At the same time, if your average position is low, moving up may not be a possibility.
Maximizing Impression Share
In order to achieve better impression share results, you will want to focus on a couple of things. And remember that it will take time and steady work to reach this goal.
- Adjust geo-targeting settings. Decreasing or restricting certain location settings may bring in a sudden rise in impression share. Targeting a specific area gives you an opportunity to focus resources on and be in control of the said area.
- Improving ad quality. Copy, information, even inclusion of ad extensions can make your ad look more solid. Individuals will not bother clicking on an ad that is not attractive.
- Trying out different ads. Just like with a lot of business aspects, testing is one of the ways to get results. Ad rotation allows gaining insights into information behind what kind of ads are great for driving sales. The same rotation will showcase which of your ads are performing better in the impression share department.
To sum it all up, impression share is a valuable metric that helps brands get more out of their PPC marketing campaigns. Knowing the numbers show where you are doing great and which areas need improvements. And given how competitive some niches can become, every little bit of advantage helps in the competition of making more sales.