Impression share comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Impression share. The technical definition of Impression share is best summed up by saying:
Impression share = impressions / total eligible impressions. Impression share is the actual number of impressions your ads receive vs the number of impressions they could have potentially received. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate, and it can mean different things depending on where it is being used and what your goals are. For example, Impression share may mean different things to an SEO (search engine optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions, please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Impression share” What is it? Why is it important, and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Impression share and use it in Digital Marketing?
Impression share is the metric used by advertisers to see how well paid ads in Google AdWords, Bing, or other ad networks are performing. Impression share shows you how the performance of your ads compares with the performance of others’ ads. Impression share is valuable because it allows your ad to be served consistently and often giving brand recognition for the search terms being used.
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