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Our digital marketing agency in the USA helps several brands with their branding and marketing strategy. We recently worked with a big brand to strategize their Google Ads campaign. A unique aspect of working with this brand was that they did not care about the number of conversions. Instead, their goal was to achieve a certain number of impression shares for each of their keywords. It was an out-of-the-box goal since most brands focus on conversions, but this brand wanted to leverage search advertisements for branding purposes.<br>
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What Is The Impression Share Metric & Why is it significant? Our digital marketing agency in the USA helps several brands with their branding and marketing strategy. We recently worked with a big brand to strategize their Google Ads campaign. A unique aspect of working with this brand was that they did not care about the number of conversions. Instead, their goal was to achieve a certain number of impression shares for each of their keywords. It was an out-of-the-box goal since most brands focus on conversions, but this brand wanted to leverage search advertisements for branding purposes. What does impression share metric mean? The formula for calculating impression share is to divide the total number of impressions by the total number of eligible impressions. According to the match type of each term, different search items might activate your keywords. Google firstly estimates how many search queries are related to your keywords. It then divides that number by the number of searches that displayed your ad campaign. The platform will study your account's poor keywords to perform this calculation. How you assemble your search keywords and account will affect your impression share significantly. If you leverage several wide-match keywords you will be qualified for more searches. Your brand website's impression share will probably be lower. However, you can easily create a decent keyword list focused on a negative keyword list and/or the exact match keywords using Google Ads. It will increase your search impression share, and you can influence the time of display of your ad. Some other factors you need to keep in mind to boost your impression shares: ✔ Your campaign should be based on location-based targeting. The narrower area you focus on, the fewer searches you will be eligible for. ✔ You can target a different device. For instance, you can restrict the number of qualified searches by turning off mobile searches. ✔ If you have a strict budget for impression share, improve the quality of your ranking. It will allow you to participate in more auctions by lowering your cost-per-click. ✔ Don't focus on getting the top rank for each keyword. Instead, reduce your bids. You will be able to compete in more ad auctions by cutting your requests. ✔ You can turn off your advertisements at particular instances (for instance, outside office hours) using an ad scheduler. It will help simplify the ads you need to display at particular instants.
Should you be concerned with this metric? In my opinion, Google Adwords is not the best marketing campaign to focus on impression shares. It is a performance marketing tool more suited to creating great conversion rates. To establish a brand presence the more effective tools are Google Display Advertising and YouTube ads. However, there are other intriguing metrics as well that you can track, such as Search Lost IS (Budget) and Search Lost IS (rank). Search Lost IS (Budget) will help you track how many impressions you couldn't gain due to a limited budget. If you think the numbers are high enough, increase your marketing budget. Search Lost IS (rank) will help you track how many impressions you missed due to the poor ranking of your website. It indicates that you are losing a lot of ad bids because your bids are not high enough. How to read search impression share? Let's say you have launched a search campaign promoting your brand products. Towards the end of the campaign, you discover that you haven't hit your conversion goal. Next you examine the reason behind this.You find out your search impression share is 80 percent which is a pretty good number. It means your brand website is attracting quite a lot of traffic. Then what went wrong? Next, you move to the next level of metric. You discover that IS Lost To Rank is showing 50 percent that means you are losing out on 50 percent of your traffic due to poor ranking, and it is a lot. You can also evaluate your "Top of page rate" which will help you track how many times your ad banner was displayed at the top of the search engine results page.You might discover that the reason you are not hitting your conversion goals despite attracting a high level of traffic is that your ad is not placed at the top position of the search engine. So now you know exactly what to fix to achieve your conversion goal. There are so many forms of search IS metrics that it can get a bit overwhelming and intimidating at the beginning to track. But with time, you will eventually get a hang of it. The key is to zero in on a few standard metrics and focus your attention solely on them rather than getting confused by so much data. It can get as complicated as you want it to be and as simple as you keep it. The easiest approach is to follow a flow chart where you begin with the broadest information (i.e. search IS) and then gradually get more specific as you go down the flowchart.
Conclusion To summarize, when you strategize your ads, Search Impression Share is a significant KPI to consider. You cannot overlook the significance of brand impressions in marketing. Branding your business is a necessity in today's highly competitive market. Our digital marketing company in the USA can help your brand with its marketing and branding campaigns. However your primary marketing goal should not be focused on this. Sales and conversions are equally important, if not more.
