What is impression share

Sometimes, the most rewarding dips are in the tiny hot tub, and not the ice-cold ocean. Your keywords contribute to how large or small your impression share pool is. The larger that pool, the more effort it will take to swim a full lap.

Revising your keyword list down to the core terms that mean the most to your business will help to maintain a high impression share. A higher impression share gives you positive historical data to vouge for you in future auctions so that you may continue to rank and show at a high rate.

That way when you do show, you have a higher chance of converting a searcher into a lead. Now, the length and width of your pool is only part of what you factor in when going for a swim, but what about the depth?

Think of your other targeting options layered on top of your keywords as determining how deep your pool of impressions will be. So, targeting a smaller area or refining other settings like devices , ad schedules , and demographics will help to boost your impression share further.

For example, while you may ship your product across the US, you tend to see the bulk of your orders coming from one specific city. Therefore, it may make sense to only set that area as your location target so that you can show as much as you can for that one city that brings you the highest return on ad spend.

Another way to increase your impression share is to run online advertising for products or services you know are already popular. You might promote your product or service as a keyword in your ad copy. Since these may have a bit more clout, they have a higher chance of being searched for. Not only is this a win-win for you and the searcher, but this practice is a quick, easy tweak you can apply across your priority campaigns.

Dialing in your ad copy to exactly what works will help your ad to rank better while avoiding impression share loss due to rank. This is because part of what can knock down your impression share metrics is impression loss due to rank. Part of that rank is your ad relevancy. Google has a job to do, and just like all of us, it wants to do the best it can at that job. Subscribe Get the latest insights, tips and tricks delivered to your inbox Subscribe.

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See the Big Picture. Combinations Calculator Do the Math. Insightful pay-per-click tips and tricks, delivered to your inbox weekly. CTR Survey. Yes No Cancel. What is your industry? Search Impression Share Search Impression Share is a standard metric within Google AdWords and is an underutilized, but highly important metric to look at. SocialSEO Team.

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