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Elizabeth DiPasquale

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Make a good first impression- Impression share


So you have a great digital program? Your vendor is telling you they are getting you 20,000 impressions a month...




You should be asking yourself... Compared to what?  


If my competitor is getting 40,000 impressions for the same keywords, your store is not doing so hot. 




What you really need to know is...


What is your impression share?



Impression Share:  is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores.


Example: If you have a key word, let's use..."2015 Truck" and your competitor is also using that keyword. You need to know how many times does my ad show up compared to my competitors. What is my SHARE of that keyword.

This is an important metric to know because it tells you a few things...


1. Do I need to add more budget to my Pay Per Click Advertising? If you don't have enough funds to compete in your market, then you are drowning in a sea of competitors that are swallowing you up. You might need to find more budget to spend. If your digital vendor has not had this conversation with you, they may be trying to hide this metric. Ask them, "what is my impression share for my keywords?"


2. It tells you if your vendor is creating quality ads for you. Are your ads quality ads? Is the fact that your vendor is writing bad ads costing you more money. See quality score definition. Your vendor could be costing you money by telling you they are getting you great results with all these "impressions" but your impression share is only 45% of the market.


What is a good metric for impression share? 




Anywhere over 75%. If you have 75% of the market on Keywords, you are doing well and your vendor is doing you justice. 


If not, it is time to have a serious conversation about what your budget is and are you throwing money out the window?

 Is your digital vendor doing a good job? Look into other metrics like, quality score, click thru rate, and conversion rate to get a full picture of what your digital vendor is doing for you. 


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