L2T Blog

Ask The Experts: Impression Share

on March 7, 2016

Our team of digital marketing experts has implemented a weekly series, Ask the Experts, dedicated to answering client questions regarding L2TMedia’s available products and best practices. The success of our dealerships is our number one priority, but we know that many of our clients have questions when it comes to what we do. As these questions arise, let us know what we can help you understand.

How Do I Increase My Impression Share?

In order to increase impression share, your ad must appear in the most amount of auctions available and attempt to squeeze out your competition. Our PPC Specialists help our dealers to achieve this using multiple strategies we believe are most effective. Firstly, by increasing your budget to help fund auctions and gain a higher ranking. Increasing your spend allows our specialists to raise bids on keywords that are most effective for your campaign. Secondly, by decreasing the position or amount of keywords they go after in order to stretch your budget further. Pausing the poorer quality score words allows our specialists to focus efforts on keywords that have a positive effect on the overall score of your account. Additionally, our specialists know that taking advantage of all ad extensions will help to increase the amount of impressions your ad receives, as well as to distinguish your ad from your competitors.
As with anything, there are drawbacks to each of these approaches. Increasing your budget is costly and can drive up cost per leads, while dropping your position may result in a decrease in click through rate and impact the quality score of the campaign. Adding extensions takes up more real estate on a search engine results page, which helps distinguish your ad from the rest, but can also be easily implemented by your competition.
While these are the approaches our PPC Specialists believe to be most effective, we know there are other ways to go about increasing impression share. Our specialists caution against changing an existing radius, as you may see a corresponding decrease in conversions. Additionally, our team shies away from pausing keywords with positive quality scores, as it can have a negative effect on the quality score of the overall account.
Our PPC Specialists are continually working to configure the right combination of budget, geo-targeting, ad extensions and keywords for each of our accounts, and work towards growing monthly results and exceeding our dealers’ goals.
Have a question for our experts? Ask here!

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Ask The Experts: Impression Share