By cfontanella@hubspot.com (Clint Fontanella)

Online advertising is booming.

But, when you’re launching digital campaigns, you want to be sure you’re maximizing your efforts — and your profits — by boosting your ad’s impression share. Your impression share tells you how well your ad is performing compared to its total potential audience, and boosting it can help increase engagement as well as profit.

If you’re only engaging a small portion of your target audience, then analyzing your impression share is usually a good place to start. Increasing this value will help you propel ads to the top of the Search Engine Results Page (SERP) — and ultimately generate more engagement for your campaigns.

In this post, we’ll explain what impression share is as well as the different types that your marketing team can track during your online ad campaigns.

Each time your ad is displayed on a webpage, that’s counted as an impression. Ads have the potential for more impressions for different reasons, especially when they’re keyword-savvy, attractive, and relevant.

When you track impression share, you have a clear representation of how well your ad is performing and how you can improve it over time — particularly through keywords. While there are plenty of metrics that can track how well your ads are doing, impression share helps you identify the shortcomings of your ad so you can fix it and make it more engaging to your audience.

Read on to learn about the different types of impression share that your business can track to generate more engagement for its ad campaigns.

Types of Impression Share

Search Impression Share

Search impression share is your ad’s impression share on a search network. According to Google, a search network is “a group of search-related websites where your ads can appear,” including Google search results, Google apps such as Maps and Shopping, and on Google search partners’ websites. This metric divides the impressions that your ad receives by the number of impressions it could receive on the search network.

This metric is greatly impacted by budget. If you have a low daily budget on Google, your ad will no longer be shown once you hit your budget. This means your ad might be getting impressions, but it’s still missing out on more engagement because of this daily limit.

If you’re not looking to spend more on your campaign, another way to improve search impression share is to focus on the quality score, target, bid, and conversion rate of your ads. These metrics gauge the effectiveness of your ad and improving them will lead to more engagement.

Display Impression Share

Google defines its Display Network as a group of over two million websites, videos, and apps where ads can appear. Display Network sites reach up to 90% of internet users and can show your ads in a particular context, or to a specific audience.

With display campaigns, you can increase your ad placements to improve impression share, but you’ll need to adjust your …read more

Source:: HubSpot Blog

Author: Aaron