In today’s market, a growing number of marketing professionals are adopting digital advertising as their preferred way to reach out to potential target audiences. But as a digital marketer, you must understand that ad campaign success due to competition isn’t always guaranteed. When this happens, one of the essential metrics you can examine and look to improve is the impression share which plays a role in pay-per-click advertising.
A low impression share reduces the number of clicks, which may reduce your brand’s exposure, thus losing potential clients. To avoid this, you should consider implementing tactics that can better boost your impression share.
What Is Impression Share?
Impression share relates to the number of impressions your ads received compared to the total attainable number of impressions your ad should get. The total number of impressions that your ad can attain depends on numerous factors such as campaign quality, approval statuses, and targeting settings.
Impression share is usually reported as a percentage, and the two main types you need to know are the following:
- Display impression share: This is used strictly if your impression share is used for impressions generated via the Display Network.
- Search impression share: It’s used for impressions strictly generated through a Search Network.
Understanding impression share is crucial to your marketing strategy, and you need to search marketing services when in need of any assistance. This way, you’ll be able to determine the reason for a low impression share and underperformance of keywords used.
What Are The Effective Tactics To Improve Your Impression Share?
You shouldn’t only look to learn your impression share but also how to use this data to boost your attainable impressions. To start, here are some ideas on ways you can achieve this goal.
Increase Your Campaign’s Budget
One of the main reasons for low impression share could be a low budget. It’d be good to note that your allocated budget can help significantly increase your ad’s total impression share. This is because your fund determines how often your ad is shown in search engines. An insufficient fund can hinder the potential visibility, and therefore, the success of your ads.
If this is an issue that’s hindering the success of your advertising campaign, a simple but effective way of improving your impression share is by allotting more budget to your marketing strategies and ad campaigns, depending on the desired performance you’re hoping to attain.
However, this tactic can be costly. With that said, if your digital marketing and campaign budget are tight, consider maximizing your current funds by working on other aspects of your ads smartly and efficiently.
Improve The Quality Of Your Ads
Another strategy that can help boost your impression share is to improve the quality of your ads. This is because low-quality ads typically appear less and often tend to get less engagement from digital audiences compared to high-quality ads.
One of the effective ways to refine the quality of your ads is by reviewing their quality score. This tool gives you an insight into how to further improve your ad campaigns and the keywords used in them. In other words, the quality score of your ads can help pinpoint components of your campaign that needs improvement and review.
For instance, you might need to improve the relevance of your ad. This can be critical in the success of your marketing campaign since digital users and audiences are more likely to click on an ad that is relevant to their query. More so, they’ll prefer clicking ads with descriptive content and ones that offer related and valuable information about what they’re looking for.
Review Your Keyword List
When it comes to digital marketing campaigns and strategies, one cannot stress enough how critical keywords are to achieve success. Having positive and negative keywords lists can certainly contribute to the relevance of your ads and therefore boosts its chances to generate revenue for your company.
With this in mind, you must regularly review and carefully assess your current keyword and search term list to ensure it doesn’t have generic and irrelevant words.
Reduce Your Target Locations
It’s easy to be tempted into targeting a greater area, thinking this would help improve your impression share. It could be because of the idea that with a broader scope and coverage, you’d have higher chances of attracting potential customers, which may help boost the number of your impressions your ads will receive.
On the other hand, reducing your target location also reduces the number of potential impressions available, but you conversely get to have greater control. This move can be effective because it allows you to shift your focus to a specific geographical region where your goods or services could potentially be in high demand.
Geo-targeting combined with solid research on your audience can certainly help your ads gain more impressions. This tactic allows you to concentrate on directing your ads to a smaller location but towards the right people and market.
Increase Your Bids
Increasing your bids is one way to improve your ad’s impression share. This tactic can be very effective in digital advertising and entails using the benchmark Cost-Per-Click (CPC), which is a measure used by most advertisers to determine what others are paying for a particular keyword and product.
Keywords with the highest ad rank typically show up on the top spot on the search engine results page, while the others will follow depending on their rank. Therefore, you should increase your bid to realize an increase in your ad ranking. As a result, you’ll often appear higher than your competitors, which helps boost your impression share.
There are different strategies you can use to increase your bids. This includes manual bidding, which can give you a greater ability to push keywords and have more control over your ads. Another option would be to use third-party software when bidding.
Final Thoughts
Impression share is a useful metric in digital advertising that helps you know whether your online advertising and marketing strategy is performing as expected. If your brand’s performance is below par, this guide has outlined solutions you can implement to help bolster it.
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