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Wednesday, October 22, 2008

Increase traffic with the Impression Share report

The AdWords Help Forum started posting weekly tips to help advertisers improve their campaigns. This got us thinking... why not share the love with our blog readers? In this spirit, we'll periodically share some of these tips and tricks with you, covering everything from new tools to optimization strategies.

Today, we'll start with unlocking the mystery behind why certain campaigns have low search traffic. First, it's helpful to understand the impression share of your ads. Impression share is a metric that represents the percentage of impressions your ad received out of the total available impressions in the market you're targeting. The Impression Share report, available through the Report Center, gives you insight into how you stack up against others in your industry, helping you make more effective changes to your campaigns and boost traffic. 

With insight into potential traffic, you can make more informed decisions and get answers to question like:
  • Do I have room to expand in my targeted market?
  • Am I losing impressions due to low ad rank?
  • Am I losing impressions due to a low budget?
  • What's my impression share for the specific keywords I'm using?
Once you have an understanding of where you're missing out on potential traffic, the next step is improving your ads' impression share. So, before you start restructuring your whole account to increase traffic, get clued in by running an Impression Share report. 

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