{"id":3038,"date":"2024-06-01T13:00:02","date_gmt":"2024-06-01T16:00:02","guid":{"rendered":"https:\/\/balihoo.com\/?p=3038"},"modified":"2024-06-01T13:00:02","modified_gmt":"2024-06-01T16:00:02","slug":"search-impression-share-a-crucial-metric-in-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/cool.co\/franchise-and-multi-location\/search-impression-share-a-crucial-metric-in-ppc-campaigns\/","title":{"rendered":"Search Impression Share: A Crucial Metric In PPC Campaigns"},"content":{"rendered":"

Sometimes, it\u2019s better to get a bigger piece of a smaller pie.  In this blog post, we explain how to use Search Impression Share to turbocharge your PPC campaigns.<\/p>\n

When it comes to pay-per-click (PPC) advertising, everyone is looking for an edge. But in competitive markets, an \u201cedge\u201d often boils down to \u201coutspend your competitors.\u201d To paraphrase old infomercials, there has to be a better way<\/i>. Luckily, there are a lot of ways to work smarter-not-harder when it comes to PPC campaigns, one of which is known as Search Impression Share<\/b>.<\/p>\n

In this blog post, we talk about this less-discussed metric, and some of the ways you can make this KPI work for you. Read on:<\/p>\t\t\n\t\t\t

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Read This:<\/b> <\/em>5 Reasons Your Franchise Should Advertise On CTV In 2024<\/i><\/a><\/p>\n

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What Is Search Impression Share?<\/h2>\n

In a PPC campaign, advertisers bid on specific keywords that will prompt their ads to appear when a user is engaged in a search. If you do landscaping, for example, you may bid on phrases like \u201cgrass cutting services near me,\u201d or \u201clandscaping in Arlington, Virginia.\u201d The next time a user searches for those terms, your ads might show up.<\/p>\n

\u201cMight\u201d is the operative word there, however. Advertising space on Google results pages isn\u2019t infinite. With multiple advertisers bidding on the same words and phrases, one search may yield your PPC ads<\/a>, while a refresh may reveal ads from your competitors.<\/p>\n

How often? That\u2019s what Search Impression Share reveals. Represented as a percent, Impression Share shows how often a particular keyword returns with one of your ads versus someone else\u2019s.<\/p>\n

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Why Is Impression Share Important?<\/h2>\n

Let\u2019s start with the obvious: a higher impression share means more impressions. Though the emphasis in pay-per-click campaigns is on the clicks that will send customers further into your funnel, ads that are seen but not clicked on have value as well. You may only pay when someone clicks, but hundreds and thousands of impressions are still getting in front of your potential customers, reinforcing your brand messaging and potentially leading to more sales down the line.<\/p>\n

Based on what we\u2019ve been talking about, you might assume that all you have to do is find search terms where 100% of the ads returned are yours, and you\u2019ll be golden. Of course, it\u2019s not that simple.<\/p>\n

Your keywords have to be good<\/i>.<\/p>\n

Let\u2019s game this out a bit: on one end, you\u2019ve got highly competitive keywords that everyone in your industry is bidding on, and with good reason. These are relevant keywords that indicate a high degree of intent from the user, the sort of keywords that are likely to result in a sale or subscription or whatever the conversion of choice is for your industry. On the other hand, you\u2019ve got keywords that just don\u2019t work: keywords that aren\u2019t relevant enough or specific enough, but nobody is bidding on.
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You could corner the market on those useless keywords, but they\u2019re useless<\/i>.
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However, in-between those two extremes there is sometimes a sweet spot: less-competitive (or entirely uncompetitive) keywords that happen to be relevant and specific enough to convert well for your business. In those cases, you can scoop up a hefty share of impressions on the cheap, and reap a disproportionate number of conversions for your trouble.
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Calculating Impression Share<\/h2>\n

Impression Share is fairly easy to calculate. It\u2019s simply the number of impressions your ad received versus the number that were available given user searches for those terms.<\/p>\n

According to Google<\/a>:<\/p>\n

\u201cImpression share = impressions \/ total eligible impressions”<\/b><\/p>\n

\u201cEligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.\u201d<\/i>
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What\u2019s considered good for Impression Share varies from industry to industry, and from keyword to keyword. In some cases, an IS over 40% is considered good. In branded <\/i>keywords (and yes, you may want to consider<\/a> bidding on your own brand name) you should definitely be hitting a range of around 90-95%.
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As a general average, 60% can be a good marker<\/a> to shoot for in more-competitive areas. Bidding to get higher positioning on those kind of keywords would probably make for a bad ROI, as competitive keywords will eat up your budget<\/a>.
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So how do you find the \u201csweet spot\u201d keywords that nab conversions while not costing your marketing budget an arm and a leg?
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Improving Impression Share<\/h2>\n

The simplest way to take up more Impression Share is by spending more money. That\u2019s ultimately counterproductive, however. The real money is in finding good, relevant keywords that nobody else is bidding on and then claiming that Impression Share for yourself on the cheap. So how do you pull that off?<\/p>\n