The more aggressive your bids are, the more impression share you own, the more conversions you get. Simple, right? Well, not quite… Let’s start by breaking down what the famous share metrics actually mean! Metric Definitions Here is how Google define these terms: Search Impression Share: Impressions you’ve received on the Search Network divided by the estimated number … [Read more...] about Click Share Vs Impression Share – Which One Should You Care About?
Search Results for: impression share
Look Me in the AI: A Glimpse Into Target Impression Share Bidding
I like automated bidding, but I can’t help but side-eye many methods with a healthy dose of distrust. When I feel this way, it’s typically because I don’t have all of the information I want. As a deeply curious person, I don’t like the black box nature of automated bidding. I want to tear down the fourth wall and peer into automation and see what the heck the bots are doing … [Read more...] about Look Me in the AI: A Glimpse Into Target Impression Share Bidding
Searching for Lost Impression Share
There are two ways that we lose impression share in our campaigns: because of rank and because of budget. (Check out the PPC Hero Article about Maximizing Impression Share: How to Use Adwords Competitive Metrics if you want a better understanding of impression share). Losing impression share due to budget is somewhat easy to mitigate by either throwing more money into the daily … [Read more...] about Searching for Lost Impression Share
Ad Impression Share: Quantity Or Quality?
If I were to ask, “Which is more important: quantity or quality?”, most of you would probably respond with a resounding “Quality!” But then, I’m the CEO of a PPC marketing agency—a field that is intimately tied to quantity. So I might follow up with, “Great! Can you tell me what a ‘high quality’ ad impression share is?” When it comes to marketing metrics like ad … [Read more...] about Ad Impression Share: Quantity Or Quality?
How Dynamic Keyword Insertion Helped Increase Impression Share By 36%
Ad creative is the talk of the PPC town. Especially with the release of Expanded Text Ads in AdWords and Bing, it just goes to show you that ads are one of, if not “the”, most important areas to make an impact on your PPC performance. One oldie but goodie type of ad creative that has stood the test of time for improving ad to keyword relevancy is Dynamic Keyword Insertion … [Read more...] about How Dynamic Keyword Insertion Helped Increase Impression Share By 36%
Maximizing Impression Share: How To Use AdWords Competitive Metrics
Competitive metrics in the AdWords interface can give you insight into the impression potential that your Search and Display campaigns have. Not only will you get a high-level measurement of the impression share you are capturing, but you’ll also see metrics describing how much of that impression share you are losing due to low bids or low budgets. In today's post, we'll define … [Read more...] about Maximizing Impression Share: How To Use AdWords Competitive Metrics
Are You Maximizing Your Revenue? Impression Share Reporting in Excel
Lost Impression Share Due to Rank - The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor ad rank. This seems to be a very important metric. Especially when talking about the top performing keywords in your account. So, why is it so underutilized? A lot of the paid search community has appeared to put all their eggs in the … [Read more...] about Are You Maximizing Your Revenue? Impression Share Reporting in Excel
Is Your Account Leaving Money On the Table From Lost Impression Share?
Two questions that we get asked frequently are: How much more should I spend for our PPC account? How many more conversions can I expect to get from the increase in spend? When asked these questions the first thing I look at is what campaigns are performing well and how much impression share is being lost. However, analyzing impression share can be a bit cumbersome and … [Read more...] about Is Your Account Leaving Money On the Table From Lost Impression Share?
What PPC Impression Share Really Tells You
Impression share metrics are often used as the key indicator of one’s market share. A 100% impression share would indicate that you are reaching the entire traffic volume. But this metric would be misleading. Our case study reveals that total impression share can be a quite misleading metric for determining your share of total voice. The metric is a better indication of your … [Read more...] about What PPC Impression Share Really Tells You
New Keyword-Level Impression Share Data: Hot Tips For Boosting Performance
Google has just announced the release of Search Impression Share data at the keyword level! Our search for tools that allow for the most detailed analysis has reached another mile marker. This will allow us to change our approach to impression share metrics (and the leveraging thereof) Quick glance at what this means, exactly: We are looking at our individual keyword … [Read more...] about New Keyword-Level Impression Share Data: Hot Tips For Boosting Performance
Measuring & Improving Lost Impression Share
With impression share reporting changing a bit this week, there’s no better time than now to revisit the ins and outs of the metric and how it works! Odds are pretty good that your PPC accounts are not reaching their entire potential audience, but how do you know how much you’re missing? More important than that, how do you increase the pool you’re reaching? The key here is … [Read more...] about Measuring & Improving Lost Impression Share
Update: Google Impression Share Reporting Changes Live
It's finally here! As mentioned in a previous news update, Google has been hard at work updating AdWords Impression Share reporting. As of November 7th, that work has finally come to the PPC general public as detailed on the AdWords Blog here. If this particular change caught you unawares, then you'll need to be updated on the new features, and more importantly - the biggest … [Read more...] about Update: Google Impression Share Reporting Changes Live
