In the ever-evolving digital marketing landscape, it’s more important than ever to ensure your advertisements are reaching their intended audience. One way to understand your ad performance is by analyzing impression share and related metrics such as top impression rate and absolute top impression rate. This article explores the concept of impression share and discusses its importance in the world of advertising in 2023.
An impression occurs when your ad is shown to a user on Google’s search results or display network. Impression share, on the other hand, is the percentage of impressions your campaign receives in the Google Ads auction compared to the total number of eligible impressions. This valuable metric is available for standard search, Shopping, and display campaigns, helping you gauge your ad exposure against competitors.
Impression share is calculated using the formula: (Impressions / potential impressions) * 100. Potential impressions are influenced by factors such as competition and budget, making it essential to monitor these elements consistently for optimal performance.
Aside from Impression Share, there are other key metrics to consider:
There isn’t a universal ‘good’ impression share as it varies based on factors like industry, competition, and campaign objectives. It’s crucial to assess the relationship between impression share and other key performance indicators (KPIs), such as clicks and conversions, to determine overall campaign success.
Despite the rise in Google Ads costs and the availability of machine learning capabilities for campaign optimization, impression share remains a relevant metric in 2023. Understanding your account’s market share provides insights into your advertising strategy and can be tied directly to your business’s bottom line.
To increase your impression share, consider implementing the following strategies:
Understanding and tracking impression share continue to be crucial in 2023. By applying the tips above to improve your impression share, you can maximize your campaign’s effectiveness and bolster overall success in the competitive world of digital advertising. Staying informed and proactive will help you stay ahead in the game and ensure your ads reach their intended audience, driving maximum impact and results.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
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*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
