Ep. 112 What Affects Impression Share Google Paid

Introduction to the Marketing Lyfe Podcast Ep. 112

Episode one 12 of the marketing life podcast. This is Taylor, Timothy, your host. And recently guys, I was chatting with my buddy, I’m consulting him right now on some paid ads. And this question came up what affects impression share inside that account? So that’s where he asked me. That’s when we ended up talking about on our phone call. And so that’s why I decided to talk today about this episode. So what effects impression share, Google paid ads. Let’s not waste any more time and dive right in.

What is Impression Share?

So guys, first let’s talk about impression share. What is that? It’s basically the percentage of traffic that you’re actually buying up. So there’s different things that are going to affect that. So for example, let’s say we’re going after a specific keyword that’s not search very much. So maybe it’s like an exact match keyword. And we’re going after plumber near me and we’re in a really small town. We have a tight radius of 10 miles and we have maybe 10,000 people in that particular area. Now if we had our bids at like a hundred dollars, I’m just throwing numbers right now, but more than likely we would be buying up a hundred percent of that impression share for that specific key word. So that kind of gives you guys an understanding.

Now let’s say we were going after a really broad term such as plumber, just plumber itself, and we were targeting the United States. We might have to spend, I don’t even know, but a lot of freaking money, a hundred dollars a day will not buy up a hundred percent of that keyword. So that kind of gives you guys an idea of how impression share works.

What Affects Impression Share?

So what totally affects impression share and how much in trash am impression share you actually buy up.

How Much You Spend

So first thing is basically how much you spent. So if you have massive budgets you’re spending, let’s say you’re spending a million dollars a day on a specific keyword, more than likely you’re probably going to be spending a lot of freaking money. And then on top of that, you’re going to be buying up a lot of traffic. And your impression share will probably be through the roof.

Targeting

So the next thing is basically your targeting. So if your targeting is targeting the United States, you’re gonna have to spend a ton of money to have a ton of impression share. And then on top of that if you have are targeting specific locations that can affect your impression share as well.

So another example, let’s say you’re targeting just a state and you have a really big budget, you’ll Bible a hundred percent if you’re only spending $10 a day and you’re targeting a state, your impression share will be really, really low. So hopefully this helps you guys understand. Impression share.

Keywords

Basically how you guys have to look at it is the two things that are going to be affecting it is obviously what you’re targeting, the keywords you’re targeting and the occasions you’re targeting. So you could have, you know, 20 different keywords that you’re targeting and your impression share for one keyword might be higher than another one because your bids are higher for that keyword. So there’s a big variable in there that obviously what affects it, but mainly it’s keywords.

Locations

And then your locations on your targeting and then how much you’re actually spending. One of the questions that he asked is, does click through rate affect impression share? And it actually doesn’t. So what I, the reason why I say it doesn’t is because that’s the percentage that your ad is actually getting clicked on. Now the thing is it will click through rate will actually affect how much you’re spending on your clicks, but it won’t directly affect your impression share. So that’s, that’s one of those things that again, you’re just going to have to look at.

Does Click Through Rate Affect Impression Share?

So obviously if your click through rates higher than your cost per is going to be lower than your impression share could go up for the best bang for your buck. So just got really complicated there for you guys. But hopefully this guys helps you guys kind of understand a little bit more about, um, impression share and Google paid ads.

So like I said, I’m helping my buddy, I’m consulting him right now. So if you guys even need a little bit of consulting help, I’m more than happy to help you guys walk through your Google paid ads and get them set up so you can start running and getting the leads and sells you’re looking for.

Conclusion to the Marketing Lyfe Podcast Ep. 112

So if you guys need help with that, feel free to reach out. If you guys have any other questions that you’d like to see on this podcast or here on this podcast, feel free to reach out. I’m here to help. So thanks guys.