To increase impression share in Google Ads, budget, bids, and targeting should be optimally set to make your ads appear in more relevant searches. A better ad rank and quality score will help in capturing an increased share of available impressions, thus giving an opportunity to enhance visibility.
Individuals who run Google Ads campaigns must have encountered the term “impression share.” This singular metric evaluates how visible your ads are compared to the competition. Increasing your impression share is vital in order to reach more potential customers and generate campaign results. In this blog post, we will discuss strategies and their best practices about how to increase impression share?
What is Impression Share?
Impression share is calculated from the number of impressions received by your ad divided by the impressions it was eligible for. It reflects the average number of times your ads will show, taking into consideration the total chances in which it was able to show. The higher the impression share, the higher the visibility. This will give you an idea regarding the performance of your ads against competing advertisements.
Why is Impression Share Important?
Impression share plays a crucial role in your Google Ads campaigns for several reasons:
Increased Visibility: The more your ad is displayed, the more chances for click and conversion there will be. A high impression share favors higher exposure and visibility for your brand.
Improved Click-Through Rates (CTR): Enhanced Attention-Time-on-User (ATU) translates into CTR gain, especially if one makes an attempt at optimizing the ads.
Increased Revenue: It could be the rise in revenue. It all boils down to your campaign goals, especially when visitors show an inclination to be motivated in a number of ways.
Our Business Strategies: Through this animation, we aim to promote our business to a vast audience of potential clients.
7 Proven Strategies to Increase Your Impression Share
Earning an impression share requires a cocktail of campaign optimization, bidding strategy, and adjusting anything else that can pull a lever on visibility. The following are some tried and tested strategies to help you earn the impression share in Google Ads.
1. Increase Your Budget
To boost your impression share, increasing your daily or monthly budget is a simple yet effective strategy. A low budget may cause your ads to exhaust and become invisible. Raising your budget means your ads will run longer and get more chances for impressions. Just make sure the increased budget aligns with your performance objective, or else you’re wasting money.
2. Optimize Your Bids
An important element of your ad rank is the amount of your bid. If the bid is too low, ads will show very infrequently or not at all. You could increase visibility by bidding more for the higher priority keywords. Also, there are automated bidding strategies like Target CPA or Target ROAS, which change the bid automatically depending on the performance and thus increase the impression share without requiring manual adjustments.
3. Improve Your Quality Score
The Quality Score can influence ad rank and impression share directly. It should be kept in mind that three things should be focused on: ad copy relevant to the keywords being targeted; a landing page that is user-friendly and fast; and ads that encourage a greater CTR. A higher Quality Score means lower CPC, a higher ad rank, and consequently, more impressions with an increase in overall impression share.
4. Expand Your Targeting Options
Increasing targeting parameters may allow you to capture a higher impression share due to being more accessible to prospective customers. This will help capture more impressions across varying mediums, thus ensuring visibility to a greater audience.
5. Use Ad Extensions
Ad extensions add information and make your ads more visible as well as enable click-through. This extension includes site link extensions that add links to other parts of the site. Callout or structured snippet extensions which underscore critical features. Free of cost, these extensions require an informative advertisement to attract clicks and ultimately increase the share of impressions.
6. Optimize for Ad Scheduling
Ads scheduling gives you an option to control which your ads will be running. During specific hours, your ads will run, but there will be a restriction on the access you may get during that time. If possible, the advert schedule is full 24/7 never to have unavailable times. Such ads would be available to potential customers at any time of the day. You increased your impression share by getting more impressions from your ad throughout that day.
7. Monitor and Adjust Campaign Performance
You should review your campaign performance and make adjustments regularly to maintain a high impression share. Regular Google Ads reports will tell you if you are losing impression share due to budget constraints or low ad rank. If your budget is gone or your rank is low, then take some action to adjust the budget, improve your Quality Score, or increase your bids to ensure that your ads are still being shown frequently.
Key Factors Affecting Impression Share
Several factors can influence your impression. Identifying and addressing these factors is essential for improving your overall performance.
Budget Constraints:
If your daily budget is too low, your ads may stop showing once the budget is exhausted, limiting your impression share.
Bid Strategy:
If your bids aren’t high enough compared to competitors, your ad rank may be lower, reducing your impression share.
Ad Rank:
Your ad rank, which is determined by your bid amount and quality score, plays a significant role in whether your ad shows up at all. A lower ad rank often results in fewer impressions.
Competition:
The level of competition for your chosen keywords affects your impression share. If there are many advertisers bidding on the same keywords, your share will be lower unless you take action.
Targeting Settings:
If your targeting is too narrow (location, device, etc.), you may not be reaching as many people as you could.
Conclusion
Google Ads needs impression share to boost visibility, CTR, and conversions. Simply by optimizing your budget, bids, targeting, ad relevance, etc., you can increase your impression share and your entire Google Ads campaign success a lot. Keep applying those strategies and check how your campaign performs so as to leave no stone unturned in getting the most out of your Google Ads budget. This way, you will always be a step ahead of competitors and get more significant returns on your ad spend.