AD Impression share: quantity or quality?

  • January 16, 2017
  • Polimentor
  • Advanced SEO Techniques
1 Star2 Stars3 Stars4 Stars5 Stars (2 votes, average: 5.00 out of 5)
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When it comes to SEO optimizing, one of the first questions that come to mind is what is more important: quantity or quality? Many would respond that quality tops quantity, but speaking from a PPC marketing agency’s point of view, saying that is not that simple. PPC stands for pay-per-click, a type of internet marketing that allows an advertiser to pay a fee every time his ad is being clicked. In other words, it is a way to “buy” visitors to your site, rather than waiting for them to reach you organically. The advertiser assesses that for a few dollars spent per click, he can win hundreds of dollars back if the customers will purchase something. So from this point of view, quantity seems to prevail. However, it is a big if that every customer will buy something making each click a profitable one.

At this point, it seems a risky strategy, but many companies are doing it and many ad campaign budgets are spent in vain. There is though a better way to assess your investment risks and to fund those ads or keywords that can actually give you turn into profit.

A tale of two fishermen vs. impression share

An impression share is a percentage of impressions that your ad receives in comparison to the total impressions it could receive, based on a marketing strategy. It is easier to understand this SEO concept mirrored in the story of the two fishermen. Two fishermen, living near a large Alaskan bay, wanted to catch as many fish as possible when the salmon run began. So, they bought rope and made nets. One of the fishermen decided to make many small nets and place them all over the bay. The other one,knowing the route of the salmon, made only three large nets and placed them at strategic points.

ad-and-search-impression-share-in-google

When the time came, both of them reviewed their catch. The first one caught some large salmon that could not escape through the holes in his small nets, many other kinds of fish and all sorts of things floating in the water. The second one had his nets full with as much salmon as they could carry. The difference in their fishing strategies was even more obvious when the second one sold all his merchandise in the marketplace and the second one was left to explain to the coast guard what he had done.

When the time came, both of them reviewed their catch. The first one caught some large salmon that could not escape through the holes in his small nets, many other kinds of fish and all sorts of things floating in the water. The second one had his nets full with as much salmon as they could carry. The difference in their fishing strategies was even more obvious when the second one sold all his merchandise in the marketplace and the second one was left to explain to the coast guard what he had done.

First moral of the tale

In terms of SEO, many companies try to catch as many “salmon” as possible. They “cast a wide net” of keywords, hoping it will be enough to turn into profit. But not knowing where the conversions actually come from, a large sum of this budget is wasted. After auditing over 2,000 AdWords at Disruptive Advertising, the results show that a company gets its conversions from only 6% of their keywords. This strategy is the same one that the first fisherman used. These companies spread their budgets in a large number of keywords hoping they will pan out. Unfortunately, it almost never does.

Second moral of the tale

Now, if a fisherman found a way to optimize his catch, so can an SEO. There is a way to know which ads and keywords will turn to profit for you the same way the fisherman knew the route of the salmon. You just need to track your conversions and be aware of what is beneficial to you. Tracking conversion is a free tool that helps you learn what happens after a customer clicks. It will show you if he purchased or downloaded something, if he submitted to your newsletter or if he called your business. It will also tell you which keywords or ads led to a customer activity. You need to create a conversion action in your AdWords account. You can also oversee the conversions directly from a PPC account. Set it to display data from the last 6 months, click the “keyword” tab, then “filter” and then “create filter”. Set up a conversion filter, at any rate you choose in order to see the lowest-performing keywords and the money hemorrhaged by them. You can take the same action in order to see which are the account’s top keywords. In this case, you can also find out what sort of impression share these top keywords are getting. Click Columns>Modify columns>Competitive metrics and add “Search Impression share”, “Search Exact match IS” and “Search Lost IS (rank). This way, you will have a full report on your “good” and “bad” keywords and the impression share the first ones are getting.

Improve your “catch”

In order to make your SEO strategy a successful one you need to learn how to better balance your budget with ads and keywords. Knowing that there is such a tool, as tracking conversion and using it will surely give you a fair image of what you have been doing what you need to change. Once you know what keywords are failing you, stop feeding money into them and redirect it to improve the impression share of the “good” ones. If you already have the tracking conversion tool installed you can calculate how many conversions you lost thanks to poor impression shares. There is even a formula you can use to find out how many impressions you are losing due to budget constraints:

# of missed conversions = ( ) x IS lost (budget) x CTR x CR

The numbers you need for this formula are available in your AdWords account for each campaign.

Conclusion

In conclusion, it is safe to say that quality brings with it quantity. If you invest your money wisely in your ad campaigns, you do not need to binge in order to have them pan out. You need to do a better research and to redirect your budget onto keywords that bring along more impression shares. And like the second fisherman with his three strategic nets you will be able to better “bait” your customers.

  • Polimentor
 


About us and this blog

We are a full service agency that deliver compelling digital marketing solution. Our winning solutions and experience helps to deliver great results across several key areas.

Request a free quote

We offers professional SEO services that help websites increase organic search drastically and compete for 1st page rankings of highly competitive keywords.

 
 
 
 

AD Impression share: quantity or quality?

  • January 16, 2017
  • Polimentor
  • Advanced SEO Techniques
1 Star2 Stars3 Stars4 Stars5 Stars (2 votes, average: 5.00 out of 5)
Loading...

When it comes to SEO optimizing, one of the first questions that come to mind is what is more important: quantity or quality? Many would respond that quality tops quantity, but speaking from a PPC marketing agency’s point of view, saying that is not that simple. PPC stands for pay-per-click, a type of internet marketing that allows an advertiser to pay a fee every time his ad is being clicked. In other words, it is a way to “buy” visitors to your site, rather than waiting for them to reach you organically. The advertiser assesses that for a few dollars spent per click, he can win hundreds of dollars back if the customers will purchase something. So from this point of view, quantity seems to prevail. However, it is a big if that every customer will buy something making each click a profitable one.

At this point, it seems a risky strategy, but many companies are doing it and many ad campaign budgets are spent in vain. There is though a better way to assess your investment risks and to fund those ads or keywords that can actually give you turn into profit.

A tale of two fishermen vs. impression share

An impression share is a percentage of impressions that your ad receives in comparison to the total impressions it could receive, based on a marketing strategy. It is easier to understand this SEO concept mirrored in the story of the two fishermen. Two fishermen, living near a large Alaskan bay, wanted to catch as many fish as possible when the salmon run began. So, they bought rope and made nets. One of the fishermen decided to make many small nets and place them all over the bay. The other one,knowing the route of the salmon, made only three large nets and placed them at strategic points.

ad-and-search-impression-share-in-google

When the time came, both of them reviewed their catch. The first one caught some large salmon that could not escape through the holes in his small nets, many other kinds of fish and all sorts of things floating in the water. The second one had his nets full with as much salmon as they could carry. The difference in their fishing strategies was even more obvious when the second one sold all his merchandise in the marketplace and the second one was left to explain to the coast guard what he had done.

When the time came, both of them reviewed their catch. The first one caught some large salmon that could not escape through the holes in his small nets, many other kinds of fish and all sorts of things floating in the water. The second one had his nets full with as much salmon as they could carry. The difference in their fishing strategies was even more obvious when the second one sold all his merchandise in the marketplace and the second one was left to explain to the coast guard what he had done.

First moral of the tale

In terms of SEO, many companies try to catch as many “salmon” as possible. They “cast a wide net” of keywords, hoping it will be enough to turn into profit. But not knowing where the conversions actually come from, a large sum of this budget is wasted. After auditing over 2,000 AdWords at Disruptive Advertising, the results show that a company gets its conversions from only 6% of their keywords. This strategy is the same one that the first fisherman used. These companies spread their budgets in a large number of keywords hoping they will pan out. Unfortunately, it almost never does.

Second moral of the tale

Now, if a fisherman found a way to optimize his catch, so can an SEO. There is a way to know which ads and keywords will turn to profit for you the same way the fisherman knew the route of the salmon. You just need to track your conversions and be aware of what is beneficial to you. Tracking conversion is a free tool that helps you learn what happens after a customer clicks. It will show you if he purchased or downloaded something, if he submitted to your newsletter or if he called your business. It will also tell you which keywords or ads led to a customer activity. You need to create a conversion action in your AdWords account. You can also oversee the conversions directly from a PPC account. Set it to display data from the last 6 months, click the “keyword” tab, then “filter” and then “create filter”. Set up a conversion filter, at any rate you choose in order to see the lowest-performing keywords and the money hemorrhaged by them. You can take the same action in order to see which are the account’s top keywords. In this case, you can also find out what sort of impression share these top keywords are getting. Click Columns>Modify columns>Competitive metrics and add “Search Impression share”, “Search Exact match IS” and “Search Lost IS (rank). This way, you will have a full report on your “good” and “bad” keywords and the impression share the first ones are getting.

Improve your “catch”

In order to make your SEO strategy a successful one you need to learn how to better balance your budget with ads and keywords. Knowing that there is such a tool, as tracking conversion and using it will surely give you a fair image of what you have been doing what you need to change. Once you know what keywords are failing you, stop feeding money into them and redirect it to improve the impression share of the “good” ones. If you already have the tracking conversion tool installed you can calculate how many conversions you lost thanks to poor impression shares. There is even a formula you can use to find out how many impressions you are losing due to budget constraints:

# of missed conversions = ( ) x IS lost (budget) x CTR x CR

The numbers you need for this formula are available in your AdWords account for each campaign.

Conclusion

In conclusion, it is safe to say that quality brings with it quantity. If you invest your money wisely in your ad campaigns, you do not need to binge in order to have them pan out. You need to do a better research and to redirect your budget onto keywords that bring along more impression shares. And like the second fisherman with his three strategic nets you will be able to better “bait” your customers.

  • Polimentor
 


About us and this blog

We are a full service agency that deliver compelling digital marketing solution. Our winning solutions and experience helps to deliver great results across several key areas.

Request a free quote

We offers professional SEO services that help websites increase organic search drastically and compete for 1st page rankings of highly competitive keywords.

 
 
 
 

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