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Transcript: Impression Share Explained. How to Optimise Impressions in Google Ads
Hey, do you guys use impression share when you optimize your campaigns? If you don’t, you might be missing an opportunity. Impression share is a metric that allows you to see how frequently your ads are showing against the number of times they could show. For all of the keywords in your accounts, how often are your ads showing for those when they’re triggered versus how many searches are they missing. It’s an important metric in Google ads and can give you an opportunity to get more traffic.
In this video, it’s all about impression share. We’re going to understand exactly what it is, what the two different types of impression share you need to be aware of are, and how you can optimize and maximize your campaigns using this really important metric. You’re going to learn all of that and more coming up.
Hey guys, Darren Taylor of thebigmarketer.com here. My job is to make you a PPC expert. Now, if you’re new to the channel, I’m a trainer and consultant specializing in PPC training, all things, Google ads and Bing ads. If that sounds of interest to you, you should consider subscribing to the channel. In this video, it’s all about impression share, a little known metric many people don’t really pay attention to, but you should, because it’s a great opportunity for your campaigns.
As I mentioned, impression share is a really important metric because it allows you to see how frequently your ads are serving against people looking for your services. When your keywords could trigger how often are your ads showing, because of course you don’t show for every single search even if your keywords and you’re targeting match up with what the person is looking for, which is where impression share comes in.
So say for argument’s sake, you had an impression share of 70%. It means 70% of the time people are looking for terms that should or could trigger your ads you show for 70% of them. Why the missing 30? We’re going to explore that and understand why your campaign might not get a 100% impression share.
Firstly, though, to see impression share in your accounts, you need to navigate over to columns. You can see impression share at keyword ad group and campaign level. No matter what view you’re in, if you head over to columns and then go under Competitive metrics, you will see impression share as a metric. You can add to your reporting. Be sure to add that to understand what your impression share is across keywords, campaigns, and ad groups in your account.
Of course, once you’ve done that, you need to choose a time range. For example, I usually look at the last week of performance. If you haven’t made any major changes to your budget, or your bids or your bidding strategy, the seven-day period look-back window is a good opportunity to analyze your impression share. You’ve taken a look, you understand your impression share, what’s next?
I’m going to guess you’ve taken a look and you understand that your impression share is not 100%. It’s going to be lower. Are you asking yourself whether or not you should target a 100% impression share. A 100% impression share sounds fantastic like a great idea, and something you should be targeting, but if you think that you are wrong, and there’s a reason for that.
Technically, there are two. The two reasons are; there are actually two types of impression share that you can miss out on. You can miss out an impression share based on your budget, and you can miss out on impression share based on your ad rank. In Google ads, missing out on these types of impressions are called Search Lost IS (Rank) and Search Lost IS (budget). Of course, looking at your budget and your rank as to the reason as to why you’re not getting a 100% of impressions.
Before I go on to explain to you why you don’t necessarily want a 100% impression share, hit the like button if you like what you’re hearing so far, and let me know the question of the day, what is your impression share and what kind of impression share should you be targeting in your campaigns by the end of this video if you have a clear idea of what that is.
As I mentioned, two kinds of impression share. One is called Search Lost IS (Rank), and another one is Search Lost IS (budget). Let’s start with budget. Let’s see why you are missing out on searches due to your budget. Of course, it’s might be self expanded, but if your budget is too restricted in your campaigns, of course your ads aren’t going to serve at all times.
Impressions lost by budget is a really easy way to optimize your campaigns because if you’re restricted by budget, it means you could miss out on potential future searches. When your budget is reached and Google stop your ads from running, everyone looking for your services after the fact are not going to see your ads. Of course, you’re going to miss out on traffic, but the great thing about optimizing your budget lost impression share is that generally speaking, when you increase your budget, your campaign leads and sales will increase indirect proportion because, of course, by restricting your campaigns budget, you’re showing less often. You’re showing more often across the same portfolio of keywords with the same bids. The idea is that you will increase your leads just by exposing your campaign to more people.
If you’re losing impressions due to budget, it’s an easy fix. If Google ads is profitable, then there’s no reason for you to be losing any impressions based on budget. Unless you’re restricting of course your business due to opening hours or scheduling your ads or something like that, you should be maximizing your impression share on budget. A more complex matter is when you lose impression share because of your ad ranks. Remember, the column search lost is rank. That is where it shows you how many impressions in terms of a percentage you’re losing because your ad rank is too low. Now, if you don’t know what your ad rank is, it’s the basis of the whole Google ads auction.
It’s your max CPC bid times your quality score. Once you get that in place and understand that formula, you’ll understand why quality score is so important. My next video is about quality score. So if you don’t know what that is or how to optimize it, stay tuned for that one coming soon. With that formula in mind, with your max CPC bid times your quality score gives you your ad rank, you can understand why quality score is important and why losing impressions based on your rank is more difficult to resolve because, of course, what Google are doing is they’re deciding your ad rank is too low to show on the search results because the quality of that is not high enough. Either your bids are too low or your quality score is too low, and it could be a combination of both. It’s a lot more difficult to fix.
Let’s put quality score aside for now, because as I mentioned, we’re going to look at that in my next video. Let’s look at bids. If you want to show more often on the search results page and your ad rank is low, and you want to show more often in terms of that impression share, increasing your bids could be a way to do that, but is it justified? It depends. By increasing your bids, your, of course, increasing the cost of your traffic. If you increase the cost of your traffic and no other variables change, then your conversion rate will remain the same. What you’ll find is your cost per acquisition will increase, which sounds very negative of course, because nobody wants to really see their cost per acquisition increase.
When you think about it, if your business can handle a higher cost per acquisition and a trade off for getting more volume of leads into your business, and it positively affects your ROI, then it’s something you can test and experiment with. By pushing your bids up, you’ll get more visibility.
That’s something that can help you grow your business in the long term, but you’ve got to make it work for you. If you know your max cost per acquisition, then there’s no point in increasing bids because what it’s going to do is increase your cost per acquisition. If you’re comfortable with your cost per acquisition, but you think you can get more volume and you’re willing to pay a bit more. Say for example, your campaign currently generates a cost per acquisition of $20 and you generate 70 leads per month, would you be willing to pay, say for example, $30 to generate a hundred leads per month? It’s a curve graph really. You’ve got to think about, and it depends on your business. Once you’ve asked yourself that question, you will know exactly whether or not you could increase your bids to increase your visibility and get more leads, but it will come at a cost. Please remember that.
Should you target a 100% impression share? The answer to that question is a resounding no, because of course the whole idea of Google ads is maximizing keywords that work and minimizing keywords that aren’t working so well. Of course, why would you raise the bids on keywords that aren’t performing or performing as well as you’d hope just because he wants to increase your impression share. It doesn’t make any sense. When you layer that with smart bidding, when it does exactly that in terms of raising or lowering bids based on the likelihood that the person will convert, then again, it doesn’t make sense to target that 100% mark for your impression share. The key takeaway is maximize your impression share in terms of your budget. If your budget is restricting your impressions, then you can easily increase your budget, and generally speaking, you will get more leads as a result.
Rank is a bit more difficult. If you want to get more leads and you want to push things further, you can make some tests and increase your bids in small increments and see how that impacts your overall conversion volume. Ultimately speaking, you’re never going to get a 100% impression share, but you should be able to maximize your campaigns with this metric.
Thank you guys so much for watching. If you like this video, please leave a like below. Question of the day again, let me know if you’re aware of your impression share and whether or not you’re trying to optimize it. I reply to pretty much every single comment I get. Hit me up down below. More important than that, check out the other videos across my channel. Don’t forget to subscribe and I’ll see you guys on my very next video.