How to glean insights from impression share to boost PPC performance
Impression share is an important metric to consider when measuring the performance of your PPC campaigns. Impression share helps marketers understand how visible their ads are in search engine results, and how much of the available traffic they are capturing, while also serving as an important indicator for understanding advertisers’ competitiveness in auctions. It can be used to help marketers diagnose and identify opportunities for improvement, from optimizing bids to adding targeting audience segments and refining ad creative and messaging for greater visibility. The metric is calculated by dividing the impressions an ad receives for a given Keyword or Ad Group by the estimated number of impressions that it could have received, based on current criteria, such as budget, ad rank, and targeting settings. This calculation determines both absolute impression share—the actual number of impressions received—as well as eligible impression share. One of the best ways to glean insights from impression share is to analyze the differences between absolute and eligible impression share. High absolute impression share—reaching close to 100 percent—means that your campaign is reaching as much of the target audience as possible and is performing well.
On the other hand, a low absolute impression share indicates that your campaign is not receiving enough impressions, which can signify that you need to adjust your bids, budget, audience segments, or other targeting settings. By analyzing the differences between absolute and eligible impression share, you can quickly identify any areas of your campaign that need adjustment. For instance, if you have a low absolute impression share, but a high eligible impression share, this means your ads are eligible to appear in more searches than they are currently, and you may need to increase your max CPC bids or budget to drive more traffic. On the other hand, a high absolute impression share and a low eligible impression share indicate that your targeting parameters are too narrow and you should consider broadening targeting criteria (i.e. expanding your audience segment or including more relevant keywords) to increase reach and visibility. By monitoring impression share on a regular basis, marketers can gain insights into their campaign’s visibility and better understand what changes need to be made to their bids, budget, audience, and targeting. This in turn can help marketers maximize budget and improve performance.
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