![]() Display & Remarketing Remarketing is an effective way to drive sales and stay top of mind with your prospective & current clients.Bing - Yahoo - AOL Bing, Yahoo, and AOL are important search engines that should be factored into any PPC strategy.Google Ads We have been working with Google Ads since 2003 and are Premier Google Partners.PPC As Premier Google Partners, our paid search strategies offer an immediate and effective method to drive qualified traffic to your website and a great way to get in front of people who may not have otherwise found you.Houston SEO Services Our Houston team would be happy to discuss your SEO strategy needs and business goals in order to determine what plan of action is right for you!.SEO for E-Commerce If you are selling products online, SEO is an important aspect of your e-commerce marketing strategy.Social Media Marketing We will work with you to decipher the right channels for your audience and develop a strategy for your business.Local SEO We work with SEO clients in Houston and around the country to drive local traffic and conversions with local strategies.Content Strategy We work with you to generate unique, quality content to help with customer retention and lead generation.SEO We develop unique SEO strategies to expand your reach in organic search engine results & improve website usability to drive leads for your business.I hope this helps you to understand what impression share is, why you’re losing it and how to evaluate yours. If you’re losing 90% IS and 85% of it is due to rank, it means even if you increased your budget to $1bn per day you’re not going to get that missing 85% IS until you fix your rank issues (bidding or quality score). Regardless of how much IS you’re losing, you generally want most of that ‘loss’ to be due to budget, not due to rank. This is why you can’t look at IS in isolation. This is why I liken impression share to market share. Equally, in a smaller market with less available traffic, you could have an IS of 65% which is not enough leads, sales or traffic for you. One could argue that if your IS is 5% in a HUGE market with millions of searches per day, then your 5% portion is significant and enables you to generate enough leads or sales to meet your business growth objectives. Whether your IS is good or bad is entirely dependent on the size of your addressable audience and its relativity to your objectives. In this case, it’s hard to say the IS is not ‘good’ – it’s very high with a minimal amount lost to rank especially. The above screenshot shows an IS of 89.42% with 3.00% lost to rank and 7.58% lost to budget. Note: it’s very unusual to achieve a 100% impression share. For example, if your current IS is 50% and your IS lost budget is 50%, it means you need to double your budget if you want to get the rest of the available traffic. Lost impression share to budget: If you increase your daily Google Ads budget you’ll be granted access to the withheld impressions. If your quality scores are good (a rating system out of ten in relation to your CTR, relevance and landing page), it likely means you need to bid more to increase your rank and therefore unlock the withheld impressions. In layman’s terms, it’s extortion, punishment, or both. Lost impression share to ad rank: Google is holding back potential traffic from you because it doesn’t like something about your quality score, your bidding, or both. Lost impression share (budget) estimates how often your ad didn’t show due to a low budget. Lost impression share (rank) estimates how often your ad didn’t show due to poor Ad Rank. The lost impression share (Lost IS) may be for entirely one of the reasons, or more commonly a mixture of both. If your impression share is 10% and you’re missing out on 90%, there are two reasons why this may be the case – (1) ad rank, (2) budget. There are slightly different variations of it for search, display and shopping campaigns on Google Ads, but for the purposes of this article, we’ll generalize it as one thing. If your impression share is 10%, your ad is showing one in every ten potential times. It’s a percentage indicator of your approximate market share for the traffic you’re targeting. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality. Impression share is the impressions you’ve received divided by the estimated number of impressions you were eligible to receive. ![]() In this short article, we’ll explore what impression share is, why you lose it, how you can gain it, and how to judge what’s good or bad. ![]() When reviewing the performance of a Google Ads account, a question I’m often asked is if the current impression share is good. Is your Google Ads impression share ‘good’? J| Written By Jack
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