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.
What Is Impression Share?
Impression share is an ad metric that compares the performance of your ads against the performance of other ads in its category. This is calculated by comparing its total number of impressions to the number of impressions that it has the potential to receive.
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…