We’ve written about the AdWords impression share metrics often in the past on this blog.
So rather than re-hashing or re-writing, we’ll suggest you go read our Impression Share Series to extend and amplify the comments made in the fifth Secret Truth.
There isn’t much more to add. The one point worth clarifying or reiterating, is that Impression Share is worth reorganizing for. We talked about several rationals for creating focused campaign organization in the Secret Truth #4 post, and hinted at the Impression Share relationship.
Because Impression Share is reported only at the campaign level, it is always an average. Looking at the number for campaigns that contain keywords and ad groups with highly disparate performance, clarity of target, match type distribution, and other characteristics makes it a worthless and probably misleading number. In order to trust Impression Share, your campaign organization must be focused and internally consistent.
Maybe one day Google will share with us Impression Share at the ad group or even the keyword level. Wouldn’t that be grand?
Until then, to get the most out of impression share it the first trick is to monitor it closely, and the second is to make sure your campaigns are well organized. Actually all of the ideas presented in Secret Truths 2-8 and 14 can help you get the most from this great metric.
What Do You Think?
This blog post is part of a series extending and amplifying the ideas in our free ebook ’21 Secret Truths of High-Resolution PPC’.
What they’re saying on twitter: “Very, Very, Very nice e-book from @clickequations called ‘21 secrets to PPC’. Easy to read, and full of good and funny stuff! – @Eloi_Casali”