To see how the traffic volume really developed we looked up the keyword in Google Trends. In the end, the total impression metric was not reliable and seemed to be dependent on the CPC.īut How Big Is My Piece Of The Pie? Can I Determine The Market Volume? And that’s what happened: our total impression volume nearly recovered (there is still a seasonal decline due to Easter holidays): Thus, we assumed that the impression share and the CPC must be dependent, so increasing the CPC would recover our impression volume. So the total market volume dropped by 95.44% within one week? That seems inaccurate. Total market volume = (Impressions / Search Impression Share) x 100 %.Let’s do a small calculation to see what that would mean: We first concluded that the total market volume declined. Additionally, we continued to be ranked at position 1 and the competitive situation stayed constant.ĭevelopment of Impression Share and Position The following graph shows the number of impressions dropped significantly on March 31 st.īut looking at the impression share, we still nearly reached the entire audience (impression share 97.96%). As expected, the CPC decreased by 40% compared to the previous period, but the total numbers of impressions dropped dramatically (-95.46%). 98.01% total impression share (1.99% were lost due to rank)Īn astonishing thing happened.Thus, we gradually lowered the max CPC for an exact keyword which has the following attributes: Thereby we can reduce our price per click and our costs.Īs a secondary condition, we assumed that our market share remains constant. If we are the only bidders on a certain keyword and have a constant quality score of 10, we can set our max CPC to a minimum and are still ranked on position 1. Based on this model, we proposed the following hypothesis: Therefore, the keyword with the highest bid and quality score is ranked highest. The Case Study – And How We Were Fooled By The Impression Share MetricĪ keyword’s ad rank is determined by multiplying quality score and the max CPC: Moreover, we show that your bid influences the number of auctions you participate in. The metric is a better indication of your share in auctions. Be ready for the outcome! If you don’t feel comfortable with making changes yourself, especially right before the holiday season, contact us and we’ll take on the responsibility of increasing the quality of your impression share and in turn, your site’s visibility.Our case study reveals that total impression share can be a quite misleading metric for determining your share of total voice. Small modifications to your Google Ads campaign can have a great impact on impression share.
Small changes can have a big impact on your ad’s impression share Whether you choose to decrease your regional targets or increase them, your budget needs adjusted because of the potential increase or decrease, respectively, in impression share visibility. If you increase your bid, you are increasing the probability that your ad will show up in Google Ad auctions.īy re-adjusting your budget, it can cover the costs of adjusting your regional targets. So, by increasing your budget you are increasing the visibility of your ad. Your budget determines how often your ad is shown. Be mindful that when you decrease your regional target, it also decreases the potential number of impressions available.īy increasing your campaign’s budget, you are increasing your total impression percentage. If you decrease your regional targets, you could see an increase in impression share. People click on ads way more when they have good, descriptive content that would be informative and relative to what they’re searching for. Some tips to help you improve your ad’s impression share:īy improving your ads relevance, you are improving your ads quality.
Search impression share google ads how to#
How to Improve Your Google Ads Impression Share Google’s Impression Share is a great way to figure out whether your ads could reach more people if you were to increase your bids or your budget. Impression share data is available for your Google Ad campaigns, Google Ad groups, product groups in Google Shopping, and for your keywords. Impression share = impressions / total eligible impressionsĮligible impressions are estimated using different factors like your target settings, approval status, and the ad quality. Quick Review of Google’s Impression ShareĪccording to Google, Impression Share is the percentage of impressions your ads receive compared to the total number of impressions your ads could get. We are sharing a few tips on how to accomplish this.
In order to increase your impression share and visibility in search engine results, your Google Ads have to appear more often or in more places. This week’s blog is about how to improve your Google Ads Impression Share.
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