Many potential clients come to us to improve their visibility on paid search. We provide them with a detailed analysis of their existing online campaign and work with them to understand which areas are yielding a strong ROI. Using this information, we can maximise visibility online on these areas that are already targeted, improving ROI while expanding onto new areas, gaining trust in delivering a profitable search marketing campaign.
In many PPC accounts, Search Impression Share is a metric commonly overlooked. What some account managers don’t realise is the importance of Search Impression Share and exactly how it can benefit an account.
In this article I’ll be covering common questions that are asked by clients and potential clients about Search Impression Share such as:
- What is it?
- What’s the benefit of improving it?
- How to find out what your Search Impression share is?
- How can it be improved?
What Is it?
To effectively describe Search Impression Share, we must first understand its scope within the market area that your ads are targeting.
The largest of the circles resembles the entire market traffic available, the next largest shows the traffic which you are able to target and the inner circle shows the Impression Share of traffic which your campaigns are targeting through keywords.
Search Impression Share is worked out by impressions your targeted keywords received divided by the estimated amount of impressions your keywords could receive if they’re targeted to appear in the ad auctions 100% of the time.
Though Search Impression Share seems difficult to understand and effectively improve, once you understand the fundamentals it’s actually relatively simple.
Search Impression Share is used to help determine the performance of your ads in the auctions they participate in within the Search Network.
- A high Search Impression Share is great as it means that your ads are competing in the auctions more frequently.
- A low Search Impression Share shows that your ads are appearing in the auctions less frequently.
This metric can help you understand which keywords are not performing well through constraints such as budget allocation or the amount you’re bidding for each keyword.
What’s the benefit of doing this?
How to find out your impression share?Search Impression Share can help us see how much more traffic we could be receiving and reach this audience by maximising visibility in the core target areas. This will allow us to reach the most relevant traffic and drive them to the site to convert!
In Adwords, this metric can be found by clicking on the Columns button and selecting Competitive Metrics then selecting Search Impression Share.
The tab will then be added to your view within AdWords and the data will be populated.
How can you improve your impression share?
The Search Impression Share metric can help you to understand areas for improvement in your campaigns and help you to identify the root problem such as budgetary constraints or even low quality scores.
- This will result in spending your budget to increase your visibility in Google search in the areas that are most valuable to you.
- This will result in bringing more traffic to your site, increasing conversions and brand awareness, whilst also giving your paid search campaigns further potential to increase ROI.