Understanding Competitive Metrics: 4 Components of the Impression Share

Google AdWords measures your impression share (Instagram Share, IS) by dividing the number of impressions you've received by the estimated number of impressions you've received. IS can be viewed at the campaign, ad group, and keyword level of any AdWords account on the Competitive Metric tab.

There are many different network-specific IS metrics available, each with its own usage. For example, the share of campaign-level search impressions can be used as a quick reference to check your share of votes for active campaigns in your account. Impression share is based on your geographic targeting, your bids, and your Quality Score, but it can also be influenced by match type and keyword competition based on your current focus. For example, keywords with broad match keywords may appear in multiple auctions, which may result in less relevant search queries being matched. Broad match terms can also reduce the overall impression share for limited-budget campaigns. Begin campaigns with medium to long duration keywords and exact keywords before using broad or wide match keywords.

The total impression share is a great tool to measure the success of your accounts. Below is a brief explanation of the impression share metrics available in AdWords:

Search impressions share: For the SI share, you record the impressions you received on the search network and divide them by the number of impressions you're allowed to receive.

Think of this as your share of the voice compared to the competitors in your digital PPC market.

Lost IS (Budget): Take the percentage of time that your ads did not appear on the Search Network due to insufficient budgets. Note that this data is only available at the campaign level.

When the campaign budgets are exhausted, you'll miss the impressions in your marketplace. Try to streamline targeting and search results reports to add negative keywords.

Evaluate overall keyword structure / performance before recommending additional budgets. Also, use controls such as ad scheduling and bid adjustment by location to reach the most relevant audience at the right time.

Search Lost IS: This is the percentage of time your ads did not appear on the Search Network due to poor Ad Rank. Note: If the budget has been exceeded during the observed period, Lost IS (Rank) will not appear on the Ad Groups tab.

Improve keyword quality ratings by grouping and matching them with relevant ads and testing landing pages before bidding to improve ad ranking.

It's important to understand your client's goals before bidding to improve ad ranking for multiple campaigns.

Search Exact Match IS: This is the impressions received divided by the predicted number of impressions you could get on the Search Network for search terms that exactly matched the keywords (or that roughly listed your keyword variations).

Search for Search Exact Match IS. My search term reports are added and several variations of current keywords are added to help find end-users with exact matches.

Matching mid and long-range keywords to help you become more efficient when the volume of traffic is available, as high click rates result in efficient clicks.

You can use the impression share tracking metrics to determine the overall effectiveness of keywords, ad groups, and campaigns. Digital marketing companies are using these improved competitive metrics to not only gain insights into the competition in the digital market, but also to actively manage their campaigns. However, impression sharing reporting is only part of the overall puzzle used to optimize performance and provides recommendations to get the best results from your paid search dollar.

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