AdWords Introducing the Ad - Group Impression Share Metrics
Adwords are till now the biggest source of income for internet giant Google. Adwords generated a total of $28 billion in revenue for Google in the year 2010 alone. Adwords can be called the one-stop shop for all online marketing needs. Google is known to run some of the most efficient PPC campaigns, campaigns that have the highest conversion rate in the world. Adwords also give advertisers access to some data that is beneficial for the advertisers to formulate their strategies for digital marketing. The main reason why advertisers use Adwords is because it gives them high conversion rates when their investment is not as high as it would have been while using traditional marketing methods like TV and print. In addition, Google Adwords assures more targeted marketing as the advertisements displayed on a particular page are directly associated with the keyword a user is searching. This means that the advertisement would probably be of interest to the user. This ensures that pay-per-click advertisers would get better conversion rates as the user is interested in it when he clicks the link on the Google search page. From time to time, Google has been updating the services it gives to advertisers who use Adwords. Many policies have received rants from users who complain that Google is compromising their privacy for its selfish gains. Irrespective of the public outrage, Google has continued to roll out new services for its advertisers, some of which stayed because they received great popularity while others passed out with time because of their low popularity. Google announced a new metric that is being added to the Adwords Ad group level, a metric that would be of great benefit to any PPC consultant looking to formulate the company's online marketing strategies. The metric is the impression share metrics, which will help advertisers gain access to the data that would allow them to identify ad groups that have huge potential but are not being targeted properly and hence are not capturing a majority of the available impressions. A PPC agency can use this data to revisit the internet marketing strategy and customise it to reach high-performing groups. Ad group reports would now have three new columns that would be of great interest to advertisers. These three new columns would include: