印象综合指南分享

Online advertising is booming.

但是，当您启动数字广告系列时，您希望通过提高广告的印象份额来确保最大限度地利用自己的努力和利润。您的印象份额告诉您与广告的总体潜在受众相比，广告的性能如何，并提高其可以帮助增加参与度和利润。

If you're only engaging a small portion of your target audience, then analyzing your impression share is usually a good place to start. Increasing this value will help you propel ads to the top of the Search Engine Results Page (SERP)-and ultimately generate more engagement for your campaigns.

In this post, we'll explain what impression share is as well as the different types that your marketing team can track during your online ad campaigns.

每次在网页上显示您的广告时，都将其视为印象。出于不同的原因，广告具有更多印象的潜力，尤其是当它们精通关键字，有吸引力和相关性时。

当您跟踪印象共享时，您可以清楚地表明您的广告的性能以及如何随着时间的推移改进-特别是通过关键字。尽管有很多指标可以跟踪广告的表现方式，但印象分享可以帮助您确定广告的缺点，因此您可以修复广告并使其对观众更具吸引力。

Read on to learn about the different types of impression share that your business can track to generate more engagement for its ad campaigns.

Types of Impression Share

搜索印象共享

搜索印象共享是您广告在搜索网络上的印象分享。根据Google, a search network is "a group of search-related websites where your ads can appear," including Google search results, Google apps such as Maps and Shopping, and on Google search partners' websites. This metric divides the impressions that your ad receives by the number of impressions it could receive on the search network.

该指标受到预算的极大影响。如果您在Google上的日常预算较低，一旦您达到预算，您的广告将不再显示。这意味着您的广告可能会受到印象，但是由于这一日常限制，它仍然错过了更多的参与度。

If you're not looking to spend more on your campaign, another way to improve search impression share is to focus on the quality score, target, bid, and conversion rate of your ads. These metrics gauge the effectiveness of your ad and improving them will lead to more engagement.

Display Impression Share

Google将其显示网络定义为一组超过200万个网站，视频和应用程序，可以在其中显示广告。显示网络站点到达90%互联网用户，可以在特定上下文或特定受众中展示您的广告。

With display campaigns, you can increase your ad placements to improve impression share, but you'll need to adjust your budget to accommodate this increase as well. Or, you can decrease your number of placements to make your campaign more cost-effective, but this will reduce the frequency of your ad's display. The best approach is testing the number of placements until you've reached a point where you've optimized impression share without going over your campaign's budget.

Target Impression Share

目标印象共享提供了一种自动竞标广告的方法。借助此工具，您可以为广告系列设置自动投标，这使您的广告更有机会达到SERP的顶部。而且，在搜索结果页面上更加突出的位置，您的广告可能会随着时间的流逝而获得更多印象。

尽管印象份额仅在每个广告系列中可用，但您可以一次跟踪所有广告系列的目标印象共享。有很多选择customizingit, too. For example, you can set it to bid for a certain section of the page — like the top half — or for certain times and places.

AdWords印象分享

想知道如何在Google广告中访问印象共享数据？

Once you've logged into your Ads account, just go to Campaigns > Columns > Modify Columns > Competitive Metrics > Impression Share, then click Save.

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现在，您的印象分享将出现在您可以下载的表中。

Exact Match Impression Share

Exact match impression share is just as it sounds. This metric compares the impressions your ad received compared to how many it was eligible to receive for searches that exactly match your keywords. You can use exact match impression share to hone in on your keywords and improve your ads.

搜索失去印象分享

The "Search Lost Impression Share (budge)" column shows you the percentage of impressions that you're missing out on because of your budget. A high percentage here may mean that investing in a larger budget could boost your advertising efforts and sales in the long-run.

The "Search Lost Impression Share (rank)" column shows you the number of impressions you're losing based on a low rank. If this percentage is high, advertisers should consider how to boost rank through quality score and cost-per-click rates.Quality scoreevaluates your keywords' past performances, ad relevance, landing page experience, and expected clickthrough rate.

如果您的搜索失去印象份额（等级）很高，请考虑对广告系列的关键字和创意资产进行调整。具有出色关键字的相关广告将在SERP上排名较高，这可能会导致更多的印象，点击和销售。

If you want to manually determine the impression share for an ad, below is a formula that can help you calculate it.

正如Google解释的，“符合条件的印象是使用许多因素估算的，包括定位设置，批准状态和质量。”一旦确定了最大的印象数，您要做的就是将广告收到的印象数除以Google决定符合条件的最大印象数。

We can see how this formula is written in the example below.

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我们还可以修改此公式，以找到我们的AD有资格的印象总数。例如，如果我们已经知道我们的印象分享，我们可以重新格式化公式以使其看起来更像。

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Impression Share Formula Example

假设我们创建了一个广告,谷歌有一个说re 5,000 potential impressions available. After monitoring our ad's performance for a month, we recorded about 4,000 impressions. This would mean that our impression share is 80% (4,000 recorded impressions / 5,000 available impressions = 80% impression share).

Impression share is a handy metric for determining how well an ad campaign is doing and what your team can do to help it reach its full potential. By tracking impression share, you can automate bids, fine-tune your budget, and track keywords and quality score to reach your targeted audiences more often and generate greater brand awareness and profits.

For more ways to boost online ad engagement, read this list of helpfulSEO tips。