Optimizing your ads and making them as effective as possible is a seemingly never-ending job. There are so many different features in Adwords to keep track of; but keeping your ads up-to-date as possible is essential if you want to generate quality leads. In today’s blog, 10 Ways To Save On Google Pay-Per-Click Advertising, we will be discussing one of the more important metrics being monitored by Adwords, and that is impression share. Impression share measures the number of impressions your ads have received against the number of total impressions Google estimates you were eligible for. Google makes this distinction by looking at a number of factors, but the one we are going to focus on is daily budget.
Budget is important for obvious reasons; the frequency with which your ads are shown varies directly with the amount of money you spend on those ads on a daily basis. To view your impression shares, login to your Adwords account, and click on the “Campaigns” tab. Next, click the “Columns” button and select “Customize Columns”. From there you can select “Competitive Metrics”, and a list of different options will appear. Simply enable the Impression Share option. From there on out, you will be able to see all of your impression share data. You can follow this same process on both the ad group and keyword levels as well. It is also important to remember that this statistic is an estimate, not an exact science, so small fluctuations should not set off any alarm bells.
So, if you are a business owner and you notice that you are getting low impression shares from your ads on the campaign, ad group, or keyword level, simply login and set your daily budget for those ads to reach a reasonable target share of impressions. Following this practice will get you more exposure and ensure your ads are more competitive, ultimately meaning you should see more sales leads and profit generated from your ad campaigns.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.