What Is Impression Share And How Does It Work In Digital Marketing?

What Is Impression Share?

If you’re running an online advertising campaign, one of the metrics you’re probably monitoring closely is the impression share. But what exactly is impression share, and how does it work? In this post, we’ll break down everything you need to know about impression share, including its meaning, how it works, and why we think it’s worth investing in. By the end of this post, you’ll have a deeper understanding of this important metric and how to leverage it to improve your advertising campaigns.

Meaning of Impression Share

In simple terms, impression share is the percentage of times that your ad is shown out of the total number of times it could have been shown. It’s an important metric because it indicates how much of the market you’re actually reaching with your advertising efforts. For example, if your impression share is 50%, it means that your ad is only being shown half of the time it could be shown. The goal is to achieve as high of an impression share as possible in order to maximize exposure and drive conversions.

How Impression Share Works

Impression share is calculated by dividing the number of impressions your ad received by the estimated number of times it could have been shown. The estimated number of impressions is based on factors like your bid, budget, audience targeting, and ad quality. For example, if your ad received 1,000 impressions and the estimated impressions were 2,000, your impression share would be 50%. Keep in mind that impression share is only calculated for the times when your ad was eligible to be shown – if your bid was too low, your ad may not have been shown at all.

The Three Pillars of Impression Share

To improve your impression share, you’ll need to focus on three key areas: ad relevance, bid strategy, and budget allocation. Ad relevance refers to how closely your ad matches the search terms or topics that trigger it. If your ad is highly relevant, it’s more likely to be shown and will improve your impression share. Bid strategy involves setting your maximum bid for an ad placement in order to compete with other advertisers. A higher bid can increase your chances of winning the placement and being shown more often. Finally, budget allocation refers to how you allocate your advertising funds across your campaigns. By strategically allocating your budget to your highest-performing campaigns and ad groups, you can increase your overall impression share.

Why You Should Invest in Impression Share

Investing in impression share is a smart move for any online advertiser. By improving your impression share, you can increase your exposure to potential customers and drive more conversions. For example, if your ad is only being shown 50% of the time, you’re potentially missing out on 50% of your potential audience. By focusing on improving your impression share through ad relevance, bid strategy, and budget allocation, you can ensure that your advertising efforts are reaching the right people at the right time.

In Brief

Impression share is an important metric that measures the percentage of times your ad is shown out of the total number of times it could have been shown. To improve your impression share, focus on ad relevance, bid strategy, and budget allocation. By investing in impression share, you can increase your exposure to potential customers and drive more conversions.

Most Frequently Asked Questions

Q. : How is impression share calculated?
A. : Impression share is calculated by dividing the number of impressions your ad received by the estimated number of times it could have been shown.

Q. : What factors affect impression share?
A. : Impression share is affected by factors like ad relevance, bid strategy, budget allocation, ad quality, and audience targeting.

Q. : What’s a good impression share?
A. : A good impression share varies by industry and campaign type, but generally speaking, a share of 80% or higher is considered excellent.