What "Impression share" implies is a relative measurement of how frequently the ads are appearing in a given search engine results page after a user has entered a relevant query. As a part of PPC Management, every PPC advertising campaign will give you rewards and lessons. Every PPC marketer of an online business marketing company is aware of the fact there are a few keywords and advertisements to earn exceptional value for the brand, while another set should never be used for A/B testing.
Hence, the PPC management experts move towards the best-performing resources to get the most value from the money spent by maximizing the impression share for the most valuable target keywords.
PPC management experts know the best ways to implement to maximize impression share in PPC. The overall motive is improving the ROI and gaining conversions.
Maximizing impression share is even a competitive advantage in online business marketing strategies. Running PPC advertisements in a highly competitive environment proves it to receive the highest impression share for the contested keyword. This is the way to minimize the impression share for advertisements of competitors.
The PPC management specialists take these steps to maximize impression share for improving the overall return on investment for the PPC campaign.
a. Studying the Objective Data
Making solid strategic decisions is possible with objective data.
b. Reducing budget on Under-Performing Keywords
Money will never be unlimited to spend on PPC advertisements. So, the ideal option is freeing up some extra cash by reducing the budget on under-performing keywords. Target metrics look different for every brand, still, the under-performing keyword can be identified if its conversion rate is less than 2%.
c. Raising Budget For Top Performing Keywords
After reducing the budget to the under-performing keyword, then increase the budget for the best-performing keywords of the PPC campaign. Sorting by conversion rate, then the budget is split among the top few keywords in the report.
d. Optimizing For A Higher Quality Score
Available at the keyword level, the Quality Score is an indication of how ads should be performing, according to Google Ads. With the Quality Score being higher, the ad is more likely to appear, henceforth contributing to Google Ads impression share. Higher Quality Score can be optimized by being focused on the three prime factors used for determining; namely the CTR (Click-Through Rate), Perceived Relevance to Users, and overall landing page experience. Often, by doing a few simple tweaks to the wording and design of the ad and landing page, fosters a great difference and impact.
e. Revisiting Conversion Optimization Strategy
Revisiting the existing conversion optimization is a worthy step since maximizing impression share is a goal having the ultimate goal of securing more conversions. Closely examining the prevailing landing pages and tweaking them helps in achieving a higher conversion rate, which helps to boost the value of specific keywords particularly important to the campaign. Next, increasing the spending on the keywords makes sense.
To state how valuable the impression share metrics are, it should be stated that the higher the impression share is, the more customers will see the advertisements more frequently. When PPC strategy is concerned, then maximizing impression share is more than increasing these metrics, because in Google, impression share is generally a byproduct of Add Quality Score, budget, and competitors' nature. Now there is no control over how many competitors are competing, so it can be assumed Ad Quality Score can be optimized as much as possible.
