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When it comes to digital marketing, there are a plethora of terms and metrics to keep track of. One such metric that is often talked about is impression share. If you’re new to the world of online advertising, then it can be confusing to understand what it means and why it matters. In this blog, we’ll provide you with a comprehensive guide to understanding impression share. We’ll define what it is, discuss why it’s important, and explain how it works. So let’s dive in! Definition:Impression share is defined as the percentage of times your ad is displayed to potential customers, compared to the total number of times it could have been displayed. It’s a metric that measures your ad campaign’s effectiveness by showing you how often your ads are appearing in relevant search results. The higher the impression share, the more frequently your ads are appearing for the targeted keywords or phrases. Why use Impression Share?Impression share can give advertisers a great idea about the effectiveness of their ad campaigns. It helps businesses understand how their ads are performing in the market compared to competitors. It can highlight areas for optimization and strategies for improvement. Knowing impression share can help businesses understand how their ads are performing in the market, and drive decision-making for future campaigns. Why is it important Impression Share?Impression share is crucial because it provides insight into the performance of your ads in the market compared to the competition. It allows you to see the percentage of the market you’re reaching, thus allowing you to adjust your campaigns accordingly. If you have a low impression share, it could mean that your ad campaign needs optimization, or you might be losing potential clients to competition. How does it work?For most online advertising platforms, impression share is based on the number of impressions that an ad receives divided by the estimated number of impressions that the ad was eligible to receive. The estimated number of impressions is calculated based on a variety of factors such as budget, targeting, ad quality, performance history, and bidding strategy. Examples:Let’s say you’re running an online ad campaign, and your ad was eligible to be shown 100 times. However, your ad was only displayed 75 times; this means your impression share is 75%. Some online advertising platforms have rolled out different metrics under the umbrella of impression share such as “Search lost impression share” and “Display lost impression share,” which indicates the percentage of impressions your ads are losing to competition. Common Questions and answers:Why is my impression share lower when using search partners? Different search partners might have different criteria for selecting ads to show. Even if your impression share is lower on search partners, it doesn’t necessarily mean that your ad campaign’s performance got worse. How can I improve my impression share? You can optimize your ad campaigns by increasing your bids, improving ad relevance, and targeting explicitly. However, it’s important to remember that impression share isn’t the only metric for measuring ad campaign performance. Impression share is an essential metric for businesses looking to understand the effectiveness of their ad campaigns. It will enable you to understand how your ads are performing in the market compared to your competitor’s ads. Optimization of your ad campaign leads to better performance, and impression share is one of the metrics that can show you the way to optimization. By understanding impression share, you can make informed decisions for your ad campaigns and ensure that you are reaching the right audience. |
