Everything You Need to Know on Impression Share

Learning the basics of impression share can help you hone your PPC campaign’s effectiveness.

Impression share is a new web marketing term that is used to describe the effectiveness of a PPC ad campaign. It is written as a percentage of the views that visitors have of your ads divided by the potential views across all all eligible traffic given your keywords and keyword information.

This information is useful for a number of reasons. You can use it to track how well your campaign is doing and where you need to improve. Impression share is just a number, but if you are an injury attorney in Tampa, you can conduct some analysis to dig into your impression share data and understand where you’re losing market share.

How to measure and improve impression share

Lost impression share is divided into two types of IS — IS due to budget and IS due to rank. There are several options you have if your impression share number is not high enough. You can:

• Research new keywords and expand to find new markets
• Expand your firm’s networks through social media
• Provide information in different languages
• Expand your reach to nearby counties and municipalities
• Audit ad copy for full approval to run from your AdWords or other PPC account
• Improve your advertising budget

Some of these options are more easily achievable than others. For instance, if you simply need to top up your AdWords account, you can do that with a single click. If you need to do keyword research, you may need to spend a little more time. Many of the tactics you can use to improve your search ranking can also be used to improve your impression share.

By thinking about your impression share, you can achieve a greater measure of control and improve your understanding of your market.