This article serves two purposes. First, it answers the question, “What is wrong with focusing on impression share?” That, in of itself, makes it worth the read. But secondly, this is our first trial run with using the new ChatGPT technology to write an entire blog on a subject. That’s right! A human did not write the following blog. It was generated by simply asking the AI to “write me a 500 word blog about how impression share is a poor metric to track for a search engine marketing campaign.” Check it out below. We must say, it’s pretty spot on! Buckle up, and enjoy the ChatGPT ride.
What is Impression Share?
Impression share (IS) is a metric that measures the percentage of times your ad was shown in relation to the total number of opportunities it could have been shown. It is often used to track the performance of a search engine marketing (SEM) campaign, but it is important to understand that it is not a reliable indicator of campaign success.
One of the main issues with using IS as a metric is that it does not take into account the quality of the impressions. Just because an ad was shown, it does not mean that it was seen by a potential customer or that it had any impact on their behavior. Additionally, IS does not take into account the relevance of the search query to the ad, meaning that an ad could be shown to someone who is not looking for the product or service being advertised.
Another issue with IS is that it does not take into account the competition for ad space. In a highly competitive market, even a high IS may not be enough to drive significant conversions or revenue. Additionally, a high IS may be the result of a low budget or a lack of targeting options, which can limit the potential for a campaign to be successful.
What Metrics Should You Be Focusing On With SEM?
A more effective metric to track for a SEM campaign would be conversion rate (CR). CR measures the number of conversions (such as a sale or sign-up) in relation to the number of clicks on an ad. This metric takes into account not only the number of impressions, but also the effectiveness of the ad in driving desired actions from potential customers.
Another useful metric is cost per acquisition (CPA). CPA measures the cost of acquiring a new customer or sale and is calculated by dividing the total cost of the campaign by the number of conversions. This metric can help advertisers to understand the true ROI of their campaign and make data-driven decisions about ad spend and targeting options.
It is also important to remember that metrics such as IS, CR and CPA are not standalone and should be used in conjunction with other metrics, such as click-through rate (CTR) and bounce rate, to gain a holistic understanding of the performance of a SEM campaign.
In conclusion, while impression share may seem like an important metric to track for a SEM campaign, it is actually a poor indicator of campaign success. It does not take into account the quality of the impressions, the relevance of the search query, the competition or the effectiveness of the ad in driving desired actions. Advertisers should focus on metrics such as conversion rate and cost per acquisition to gain a better understanding of the true performance of their campaign and make data-driven decisions.
So, what did you think? Pretty good information, right? We still think our article “Is Impression Share a Valuable Metric” is more useful and succinct, so be sure to check that out as well. And if you’re looking for help to make your SEM campaign more effective, be sure to reach out to us. We can help!
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