Google Ads Impression Share: How to Manipulate It In Your Favor

YRV Dynamics CEO and Founder: Yousaf Yunes delves into the concept of impression share, particularly in the context of local advertising. He explains how impression share affects lead generation and discusses the importance of ad relevancy and quality score. Yousaf also shares strategies for effective keyword targeting and emphasizes the significance of mid and top funnel marketing in driving conversions.

takeaways

• Impression share is crucial for local ads.
• Quality score impacts ad visibility and bidding.
• Brand terms provide an automatic edge in ads.
• Smart bidding can enhance keyword targeting.
• Traffic can be affected by competitors using SEMrush.
• Mid and top funnel marketing are essential for lead generation.
• Impression share is finite, requiring strategic planning.
• Ad relevancy is key to improving quality score.
• Effective keyword targeting can reduce competition.
• Frequency in marketing helps keep brands top of mind.

Sound Bites

• "Middle funnel is so important."

keywords: impression share, local ads, ad relevancy, quality score, keyword targeting, SEMrush, smart bidding, lead generation, marketing strategy, funnel marketing

 

Chapters

00:00 Understanding Impression Share in Local Ads

03:06 The Role of Ad Relevancy and Quality Score

06:12 Strategies for Effective Keyword Targeting

08:50 The Importance of Mid and Top Funnel Marketing