If you are noticing a lower impression share, this might be from your budget. So how do you compete with the giants in your industry? In the marketing space where companies bid on ad placements, typically the highest bid wins. The second factor into your Google Hierarchy is your budget. Make sure to vet these to keep only relevant keywords active. If you have been running a campaign for a while go through your “Search Terms” to see the actual search queries that your ad appeared for. The first step in the Google Ad hierarchy is to select the most relevant keywords for your campaign. This would cause internal bidding, where your cost per click would rise because you have to outbid yourself.Įssentially, creating another competitor bidding on the same keywords. There is also a very important rule to not overlap keywords within different ad groups or campaigns if you are targeting the same audience.
Specifically for the B2B industry, I would recommend using only long-tail keywords for your SEM campaign. The idea is to find the perfect balance between these keywords, so you get enough traffic and qualified leads. To drive up traffic and conversions you can utilize single-word keywords or two-word keywords. Having a lot of “long-tail” keywords, or keywords with 3 or more words, will get you better results but most likely less results. The more specific your keywords are, the more qualified leads you will get. Obviously within a Search Engine Marketing platform, the actual keyword searches would play a part in your performance, right? Keywords > Budget > Ad Strength > Audience > Past Search History or Intent Keywords Here is the hierarchy I have discovered through campaign optimizations and speaking to representatives at Google directly:
IMPRESSION SHARE MEANING HOW TO
So how do you know how to increase your impression share? On top of that, the algorithm has to decide in a split second.Īlso, it decides who gets the top of page placement, this is the most valuable place to be. Google Ads decide which ad between you and your competitors will display for a specific search query. To be honest, I made this term up but it helps me visualize this optimization strategy better. Part of my weekly ad campaign checks includes looking at impression share and my client’s Ad Hierarchy. If your impression share is 100% (which is almost impossible on non-branded terms) that means your ad showed for every search query that was related to your keywords.Īs an SEM specialist, increasing impression share is an easy way to start getting more impressions, clicks, traffic, and conversions to your campaign for the same cost. Impression Share is the percentage of impressions your ad actually received compared to how many impressions it could have received. In 2022, the secret formula to your Google Ad campaign is to focus on your Impression Share. The CTR for a Search Campaign should average at 2% or higher, while a Display Network campaign should be 0.90% or higher.Impression Share: The Google Ad Hierarchy
Now that we know what Search Impression Share is, how do we use it? SIS is very closely tied to budget you can quickly impact it by increasing budget. An average campaign runs with an SIS of approximately 20%. Keep in mind, an SIS of 100% is rarely achieved, but not outside of the realm of possibility. Search Impression Share is percent based therefore, a 100% SIS means your advertisement showed every time it was eligible to be displayed, while a 5% SIS means that your ads did not show 95% of the time (this metric is also referred to search impression share loss). Search Impression Share is, arguably, a good metric to take a temperature gauge of your AdWords account’s health and all of the above mentioned metrics.
SIS is defined as “The Number of Impressions you have received, divided by the approximate number of impressions you were eligible to receive.” Eligibility is based on your current advertisements’ targeting, approval status, bids, budget and quality score. Search Impression Share is a standard metric within Google AdWords and is an underutilized, but highly important metric to look at.
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