Summary

In this episode, Sarah Stemen discusses the concept of impression share in Google Ads, explaining its significance and how it can be misinterpreted by business owners. She emphasizes that while a high impression share may seem desirable, it is not always the best indicator of campaign success. Instead, she advocates for focusing on conversions and return on ad spend as primary metrics. The episode also covers scenarios where a low impression share can be acceptable and how to use impression share as a diagnostic tool rather than a goal.

Takeaways

Impression share indicates the percentage of impressions your ads receive.

A high impression share is not always beneficial for your business.

Focus on conversions and return on ad spend, not just visibility.

Chasing 100% impression share can lead to higher costs.

Low impression share can mean effective filtering of quality traffic.

Ad ranking and quality score are crucial for maximizing performance.

Top impression share may be more important than overall impression share.

Brand keywords should have a high impression share for effectiveness.

Impression share should be used as a diagnostic tool, not a KPI.

Monitor impression share as a data point rather than a target.

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com