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PPC Performance Metrics – Beyond the Conversions…

PPC Performance Metrics – Beyond the Conversions…

Every PPC advertiser has his or her favorite metrics, and of course they all enjoy seeing a lot of conversions while maintaining a low cost per conversion. Cost per conversion is ultimately, the most important metric to me and my current campaigns, but I have been paying more and more attention to other metrics lately. Google Adwords’ impression share metrics provide a ton of useful information pertaining to my campaigns and why they may or may not be doing well against their competition. It has quickly become one of my go-to PPC metrics.

Google pegs impression share as “a metric that represents the maximum percentage of impressions your ads received out of the estimated total impressions for which your ads were eligible to appear.” In other words, the number of times my ad showed up when it could have.

When your ad doesn’t receive an impression when it is eligible, it is because of two things: budget or rank. Lost impression share due to budget is exactly how it sounds; your budget isn’t high enough or you’ve reached your daily budget. Lost impression share due to rank represents the impression share you’ve lost because of a poor ad rank.

The fourth column in the graphic above is exact match impression share. Exact match impression share is basically the percentage of impressions your campaign got for search queries that matched your keyword exactly. Keyword match type plays a role in your impression share and the exact match impression share metric can help you figure out what your share is for only the specific searches you’re targeting without requiring you to make changes to your campaigns.

Google keeps rolling out more and more features for the Adwords platform, most of the time, the additions and changes are for the better.  Though not brand new, the impression share information serves as an important metric that I utilize on a daily basis for all of my campaigns. I like to think of the impression share metrics as a quick way to get an overview of the account and to see how I’m sticking it to my competition. (Or how they might be sticking it to me!)

Have questions about PPC performance metrics? Give the PPC advertising team at Forthea a shout!


Davis Baker
Davis is the PPC Team Lead at Forthea and a digital advertising veteran of six years. Outside of the office, you can find Davis running, riding his dirt bike, or searching for the perfect cup of coffee (freshly ground and brewed with a French press. Anything less just won't cut it).

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