Google Ads: The importance of Impression Share and ways to increase it
Jul 22, 2023 3 min read
Today, we're cracking the code on Google Ads and revealing why Impression Share is your secret weapon to dominating the digital advertising battlefield, along with some top-tier strategies to amp it up.
Why should you care about Impression Share? Well, let’s think of it this way. You’re throwing a party (your ad campaign) and want as many people (potential customers) as possible. Impression Share essentially tells you how many people received your party invitation compared to how many could have received it. A low Impression Share means many potential guests didn’t get your invite. In terms of your ad campaign, a low Impression Share could imply you’re missing out on significant visibility and potential conversions.
The effect of Impression Share on your campaign is monumental. It provides insights into market share, competitiveness, and budget adequacy. High Impression Share means your ad frequently appears for your targeted keywords, making it more likely for potential customers to click and convert. On the flip side, a low Impression Share could be a red flag that your ads aren’t optimized or your budget is too low. Therefore, tracking and improving your Impression Share is crucial in maximizing the ROI of your Google Ads campaigns.
So, What’s Google Ads Anyway?
Imagine you’re driving down the digital highway that is Google search. Google Ads are those flashy billboards that catch your eye, compelling you to check out the latest product, service, or deal. In more technical terms, Google Ads is an online advertising platform where businesses pay to promote their products and services on Google’s network.
The magic of Google Ads is in its ‘Pay-Per-Click’ (PPC) system. You, as the advertiser, only pay when someone clicks on your ad. Sounds fair, right? Your ads can appear on Google Search, YouTube, and other partner sites, which means a broad audience is at your fingertips!
All About That Impression Share But what good is a billboard if no one sees it? Enter ‘Impression Share.’ This metric shows the percentage of impressions (times your ads were shown) compared to the total impressions your ads could have received. So, if your Impression Share is low, it means your ads aren’t being shown as often as they could be. Not ideal, right?
Pump Up Your Impression Share
So, how can you improve your Impression Share? Here are a few top-notch strategies.
Up Your Budget
Remember, Google Ads is a bidding game. The more you’re willing to spend, the more often your ads will show up. So, if you’re not reaching enough people, consider increasing your budget.
Refine Your Keyword Strategy
Use specific, relevant keywords that your audience is likely to use. Also, consider using ‘broad match’ keywords to cast a wider net. However, be careful not to go too broad, or you might end up reaching people who aren’t interested in what you’re offering.
Boost Your Quality Score
Google likes quality. So, the better your ads, the more often they’ll show up. Your Quality Score is based on factors like your ad’s relevance, landing page quality, and click-through rate (CTR). Improving these aspects can help boost your Impression Share.
Optimize Your Ad Schedule
Are your ads running when your audience is most likely to see them? If not, it’s time to tweak your ad schedule. Pay attention to when you get the most engagement and align your ad schedule accordingly.
There you have it! A brief rundown of Google Ads and how to increase your Impression Share. Remember, it’s not just about having the flashiest billboard, but also making sure it’s seen by the right people at the right time. Now, get out there and make a killer impression!
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