Aug 13, 2014

PPC Minute: Impressions

What Are Impressions?

The number of times your ad was shown during a specified time frame.

How Are They Calculated?

Every time your ad is shown, your Impression count is increased by one.

Why Are They Important?

Impressions get your ad in front of your audience. They build brand awareness and get searchers one step closer to completing an action on your website that you want them to complete such as buying a product, requesting more information or downloading a white paper.

What’s a Good Number of Impressions?

This can only be determined on a case by case basis and depends upon your PPC goals, budget, location targeting and other factors.

If you are looking to build brand awareness, a large number of impressions each month will help you meet this goal.

If you want to get more traffic to your website or get a visitor to take a particular action once they’re on your website, then Impressions may not be as important to you as Click-through Rate or Conversions, but the more times your ads are shown the more chances a potential customer has to click on your ad or convert on your site, so Impressions are still important in these cases as well.

How to Increase Impressions

Increasing ad Impressions can be accomplished in a few

different ways:

  • Increase your PPC budget
  • Target a larger geographic area
  • Expand the keywords you are bidding on

The Bottom Line

What kind of “impression” you leave with searchers will greatly depend upon the number of times they see you in the search results. Increase your Impressions today by making the appropriate changes to your PPC campaigns!

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