Google Ads

Why Google Ads Impressions Matter and What They Reveal

Google Ads impressions... what are they really? And why should you care? 🤔

Join me as I explore the impact of Google impressions and what they reveal about your ads. I'll also walk you through how to interpret and improve them, so sit back, log in to your Google Ads account, and brew some tea.

What are Google Ads Impressions?

Whether you're using the Google Search Network (GSN) or the Google Display Network (GDN), Google Ads impressions (Impr.) are defined the same way. Simply put, an impression is each time your ad appears in response to a search query on Google or other sites in the Google network or on Google partners. In some cases, only a portion of your ad may be displayed, such as on Google Maps.

In short, impressions indicate how many times your ad has been shown. They're also the basis for calculating other metrics, such as conversion rate and click-through rate. Without impressions, these metrics can't be calculated.

Why Are Google Ads Impressions Important?

Google Ads impressions show how many times your ad appears in search results (via GSN and GDN) for the terms or phrases you enter. Simply put, they represent your total revenue potential, as they show the maximum number of conversions your ads could generate. This is quite significant.

Furthermore, impressions indicate how relevant your ad is to what people are searching for in relation to what you're advertising. They allow you to see the demand for your product or service and the potential market you can tap into.

Analyze Google Ads Impressions

The best way to analyze impressions is to compare them to another metric or benchmark in your reports. Impressions alone don't tell much, but when compared to clicks, for example, they begin to paint a more complete picture. By comparing the number of times your ad is shown to the number of times someone clicks on it, you can calculate your click-through rate (CTR).

Understanding your CTR on Google is important because it indicates how many people who see your ads actually click on them. This is a crucial Google metric, which relies on impressions to calculate it.

What Are Eligible Impressions?

Eligible impressions are an estimate calculated by Google to determine the potential number of impressions you could receive on a given day. Google calculates this value by considering criteria such as targeting and location settings, campaign or ad group approval status, and ad quality.

It's important to monitor eligible impressions because if you notice a potential increase in impressions, you can simply adjust your bid or budget to reach more people.

Understanding Impression Share (IS)

Is your ad showing as often as it could? Impression share gives you an indication. It's the percentage of impressions your ads receive compared to the total impressions they could receive (eligible impressions).

You can see impression share for search campaigns, ad groups, keywords, and product groups for Shopping campaigns.

Formula to calculate impression share:

% Impression Share = (Impressions / Total Eligible Impressions) x 100

How to Improve Google Ads Impressions?

Now that you know more about Google impressions and what they mean for your business, let's see how you can improve them:

1. Adjust your bidding strategy: If your impression numbers are declining, make sure you're not being outbid by competitors for your keywords. By increasing your bid, you increase the likelihood of your ad being shown.

2. Optimize Keyword Match Types: Use closer matches to increase relevance or add negative keywords to avoid irrelevant matches.

3. Targeted Geographic Targeting: Strategically target each region, treating each region separately to better monitor competition and adjust keyword costs.

4. Diversify your campaign types: Take advantage of the different campaign variants offered by Google, from the Search Network to the Display Network, up to Shopping, Video, App and Performance Max campaigns.

Impressions or Clicks: Which Is More Important?

You can have impressions without clicks, but you can't have clicks without impressions. Both are essential to achieving your marketing goals. Impressions are the foundation upon which other metrics are built, while clicks represent the direct results of impressions and help evaluate actions taken.

Conclusion

Whether you have a high or low number of impressions, remember that they always showcase your potential, helping you stay on top of your clearly defined goals. Don't let your Google Ads impressions go unnoticed. Impressions are essential: they are the foundation of your online visibility and help you monitor and optimize your advertising campaigns for the best possible results.