Digital marketing is a common business activity these days with SEO and PPC as the prime strategies of many entrepreneurs. SEO or Search Engine Optimization is a free of cost strategy, done by using relevant keywords and quality content to drive massive traffic to the website. Whereas, PPC or Pay-Per-Click is a paid advertising tactic that involves bidding on the keywords that the target audience uses to reach a certain product or brand, and pay only when the Ad is clicked on to land on the information page. There are several metrics to track the performance of each type of campaign and two of them are, click share and impression share.
So, where should the PPC reseller program focus the most? Although aggressive bidding leads to more impression share and conversions, the phenomenon isn’t that easy. To understand that, let’s break down the terms and dive in.
Search Impression Share: It’s the number obtained by dividing the received impressions on the search network by the estimated impression.
Top Impression Share: From all the outcomes in the aforementioned definition, these are the ones that are pushed anywhere above the organic search results.
Click Share: Again, it is the ratio between the received clicks and the estimated clicks.
To conclude which of these metrics should be cared about the most, it’s imperative to understand if it’s really all about getting on top of the search results.
When an Ad has the highest ranking, allowing it to appear first in the SERPs whenever someone comes looking for it, it boasts incredibly highly-qualified and action-ready customers. Because bidding on the high-valued keywords helps achieve that, advertisers indulge in aggressive bidding. But many times, stuck in the vicious circle of this bidding war, they forget it’s the process of reaching the right audience, not reaching the maximum audience.
This brings us to impression and clicks share, where the former shows how often an Ad appears and the latter depicts the frequency of clicks. But in the end, the goal remains to target quality website traffic. Here’s how you can understand that. Follow this philosophy and plan out a campaign based on demographics, meaning, give each age group and gender its own campaign. Your results will be evident as your advertising cost will plunge and clicks will burgeon. How is that possible? Actually, what happens here is the opposite of the fact that the higher bidding leads to maximum impression share and eventually, more clicks.
At first, like any other business, Google too seeks to maximize its revenue by providing the users with a useful and relevant query. When they’ll have a question in their head, they will browse deeper in the SERPs and click more links. The more links they will click on, the more revenue it will generate for Google. So, advertisers are pushed hard to bid highly for the target keywords and stale the search thirst of their target users. However, this is not the only tool they use to evaluate their intent behind users’ queries as Google provides advertisers with the countless information to do that job in precision.
Having that information with them, the experts will publish relevant advertisements and get a better click-through rate and click share, signaling the tech giant to give the top spot. So, the bottom line is showing the ad to the right audience as often as possible is important. Be kind, we say. Stop trying to appear on the top for your own benefit and engage in practices that will help you serve the right audience. When Google will recognize your effort, it will push your Ad up in the SERPs that can be seen through top impression share because serving the right audience will automatically skyrocket your click share. Now, you know when which of these metrics is necessary to be cared about.