Understanding Ad Impressions in Digital Marketing



Ad impressions can be confusing and tricky for a beginner digital marketer. It can  be tough to understand unlike Click through rate (CTR) and cost per click (CPC) which are pretty much self explanatory. Some people think of them as number of people who saw your content  while others believe it is the number of screens your content appeared on at any one time


Don't worry we have got you covered. In this article we will be looking at ad impressions in detail and what do they have to offer today's marketing professionals?


Ad Impression explained in detailed 

Ad impression is generated every time a page is viewed and loaded. However Keep in mind that just because the ad was displayed on the website doesn't indicate the visitor read it or even saw it; the term "impression" only refers to the fact that the ad was visible on the page.

It's the same as driving past a giant billboard on the side of the highway; the ad is flashing on the billboard all the time, but it doesn't mean you read it or even noticed it. Every automobile that passes by, in a way, represents an "impression," because the ad has the potential to be seen, but there is no guarantee that every driver who passes by will read the billboard ad.


How to track Ad Impressions


Impression tracking can be done in three ways: individually for each advertising channel, via an integration and reporting tool, or via cross-channel trackers. 

Advertising channel for Individuals

Advertising channels such as Google and Facebook use their ad management platforms to report on the performance of their advertising campaigns. One of the most common metrics given is ad impression. The impression statistics can be found in the relevant reports. However, gathering all of the data from each channel is a tedious and time-consuming procedure if you advertise across numerous channel

Tool for reporting and integration

Rather than manually obtaining data from each advertising channel, you can connect to each channel and download the data you require using a third-party integration and reporting service. Once connected, you'll be able to access impressions and other statistics from all of your channels in one place on a single dashboard.


What Type of Content boosts Ad impressions 

If you are using highly popular keywords and still not getting enough ad impressions chances are that you are not using the right form of content.


You could not obtain many ad impressions for a PPC campaign if you try to construct one around a keyword like "ice cream stores near me." Why? Because individuals searching for that keyword are more likely to be directed to Google Maps results. If you're aiming to attract customers to your social media pages, a keyword with a different type of intent, such as "unique ice cream flavours," would be a better choice.

Advertising impressions includes 

  • Pop up advertising 

  • Side banners 

  • Youtube advertising clicks

  • Opened marketing emails 


Note: ad impressions include all the above Given metrics but are not limited to that.


In many circumstances, an impression is a person's first encounter with a company's brand. They may or may not decide to continue on the company's customer journey based on that impression. They may require a second push to change their opinions. While it used to be nearly difficult to track impressions, today's digital marketing technologies allow businesses of all sizes and industries to understand how many times their campaign has been seen. Unfortunately, this leads to a widespread misunderstanding of what these figures actually imply and how best to use them to get tangible results.

How do Ad Impressions affect your Ad Campaign?

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 Ad impressions are an important KPI for pay-per-click campaigns. Your impressions count for each campaign indicates how relevant your adverts were to users. If you log into your Google Ad Manager dashboard and observe poor impression numbers, it's possible that your campaign didn't use the proper keywords.

Here is how you can boost your Ad Impressions 


The quantity of ad impressions your campaigns obtain is frequently a function of their budget. When you run PPC advertising, keep in mind that you're vying for your audience's attention. You may find it difficult to stay up if a competitor routinely outspends you on keywords.


You may increase your ad impressions by boosting your campaign budget or upping your bids, according to Google. If you don't want to increase your budget, consider reducing your regional objectives – that is, diverting your budget away from one region to boost your chances of reaching members of your audience in another. Finally, you can improve the quality of your adverts to increase impressions. To convince your viewers to click, utilize relevant, intent-driven keywords and powerful calls to action.


Conclusion 

By now you should have a good understanding of Ad impressions and how you can boost them. The best way to do it is to have a sound understanding of the concept and tweak your ad campaigns accordingly.

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