Impressions are the total number of times your ad is seen. That is, it is the total count of the times the digital ad is shown on a screen. Every time the ad is shown on Google, it counts as an impression, irrespective of clicks.
Sometimes, only a part of your ad may be seen. For example, only a business name and location or first line of an ad maybe seen in Google Maps.
Another common example is if you purchase a keyword ‘sweater’ in Google AdWords, and google search queries list your ad to appear 500 times, then your total impressions count would be 500.
Your ads appear and are viewed when you choose relevant keywords and bid for them on paid marketing channels such as Google Ads. But you need to keep in mind that these numbers can get skewered by bots, resulting in higher impression count. It is essential that you employ one of the many services available on these web browsers to curb this problem, to get accurate results.
Impressions are an important metric that is tracked to gauge the reach of your ad. They can also be used to judge the quality of your ad when tracked along with other metrics like click-through-rates (CTRs). While click-through-rate is a good measure of the content in your ad, impressions are used to track the ad’s reach.
For example, if your ads impressions are high, but the click-through-rate is low, then you need to think of an alternate strategy or alternate content that can engage the viewers.
In Google Ads, the abbreviation “impr” refers to the total amount of impressions for your ad. Impressions (IMPR) is the count of the total number of times your digital ad is displayed on a viewer’s screen.
You can easily increase your impressions by tweaking your campaigns. Here are a couple of tips for Google Ads:
- Campaign Budget: Your budget determines how often your ad is shown, and by tweaking this, you can directly impact your impressions. Putting more money into your campaign budget will boost your impression score accordingly.
- Bid: If you put more money into the keyword bid, it drastically increases the likelihood of your ad being shown for a given keyword.
- Regional Targets: Reducing regional targets can help improve impressions, but keep in mind that this will also reduce the potential amount of impressions that are available to you.
- Improve Ad Quality: Creating very specific ad groups, choosing the correct keywords, including keywords in your ads, using a strong CTA are all small tips that can help boost overall ad quality for your search campaigns.
- Test: Keep testing your ads, keep tweaking your campaigns to figure out which works best for your business and for your audience.
Extra Tip: You can play around with your budget to balance out impressions. For example, if you increase regional targets, your impressions might drop. But you can avoid this by adjusting your budget to cover your new campaign’s cost settings.