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04.08.10 Fine Tuning Your PPC Campaign With Impressions Data  By
Justin Freid Head keywords, click through rates, ad testing and query mining, all of these are monitored or performed on a daily basis by paid search account managers. But often time is spent on areas of your account where this is not as much opportunity as others. So how do you judge where you should be spending your time improving quality score or performing ad testing? By examining your campaigns impression share you will be able to see a how often your ads are showing in relevance to how many times they have the opportunity to show. According to Adwords Help: Impression share is an AdWords metric that represents the percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search. As an example let's say you are you sell widgets. You have the paid search market cornered when it comes to small widgets. You have tightly set up ad groups and you are converting well and seeing a solid return on your investment. But you current impression share is upwards of 80%. When it comes to large widgets, you tend to neglect this campaign. Your ads don't convert well, click through rates are low and though the margin is high on this product you spend most of your time on the small widget campaign. When taking a look at your impression share you see that you only currently have an impression share of 25%. That provides opportunity for improvement on a high margin product. Impression share provides you with guidance on where you should spend your valuable time. By turning some attention to your large widget campaign you can take advantage of that opportunity and enhance the overall productivity of your account. By focusing your efforts on the large widget campaign you have the opportunity to increase your impression share by a higher amount then the small widget campaign. This opportunity could also lead to more conversions of a higher margin product equating to more profit for your business. Comments About the Author: Justin Freid is an internet marketing consultant specializing in SEM and SEO. You can find Justin's views on social media, SEO and PPC on his internet marketing blog. Justin also oversees an internet marketing forum to help other learn and implement SEO, PPC and Social Media. For more information about Justin check out JustinFreidMedia.com. |
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