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.
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.
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:
There is more that goes into measuring just how good or bad your ad impressions are. When an auction begins, and you start bidding.
When you have the information, it becomes easier to make smart decisions to measure where you stand with 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.
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.
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