Yousaf Yunes explains when to use Impression Share, its importance in lead generation, and how it relates to ad rank and budget. Yousaf emphasizes the need for a strategic approach to owning brand terms and optimizing campaigns for better performance.
takeaways
- Impression Share is crucial for understanding ad visibility.
- Lead generation strategies differ from e-commerce strategies.
- Owning specific keywords in targeted areas is essential.
- Ad rank is influenced by cost per click and quality scores.
- A good impression share for brand terms is 75-80%.
- Conquering brand terms is a cost-effective strategy.
- High impression share without conversions indicates an issue.
- Campaign adjustments should focus on long-term goals.
- Absolute top of page positioning is vital for brand campaigns.
- Quality scores matter less when focusing on conversions.
- Click here to view the video from the YouTube channel
Sound Bites
- "Impression Share is the way to go."
- "This is definitely an exception."
Chapters
00:00 Understanding Impression Share
02:55 Strategies for Lead Generation
05:45 Analyzing Ad Rank and Budget Impact
09:10 Optimizing Campaigns for Brand Terms
