What is an Impression? by Best Digital Marketing Agency, Absolute Digital
Updated: Oct 20, 2020
An Impression in Digital Marketing terms is when your advertisement is being shown to a viewer. Each view counts as a single impression. Impressions are non-action-based and are defined by a viewer potentially seeing your online advertisement, making it ideal for businesses intent on spreading brand awareness.
How to improve Impressions?
However, impressions alone cannot be used to measure the effectiveness of the digital marketing campaign. To calculate the effectiveness of your digital marketing campaign, you should also consider other factors such as reach, conversions, and other metrics.
These data are crucial in determining which areas of your digital marketing campaign you should improve on. If you have low impressions, you should increase your ad budget or broaden your target audience.
However, if conversions are low, it means that your ad creatives (Google SEM) or Website contents (Google SEO) should improve. Either to be more relevant, more comprehensive, or both. Understanding how to improve your digital marketing campaign based on the data is one key asset of a professional digital marketing agency.
How do Impressions affect my digital marketing campaign?
Impressions are important considerations for digital marketing campaigns such as Google Display Network (GDN) banners. These campaigns are considered branding or brand awareness campaigns where the objective is to broadcast your brand, services, or products to the market through digital marketing.
Unlikely conversion campaigns where it's goal is to convert views into purchases, typically for e-commerce businesses, GDN campaigns use impressions as a key metrics. To improve impressions, you can either increase your target audience at the expense of reaching the mass market without targeting potential customers or alternatively you can leverage tools such as Facebook's look-alike audience targeting where your ads are being shown not only to your target market but to new audiences who match the profile and demographics of your selected target market, thereby increasing your audience size and reach, without compromising on the quality of target audience.
Digital Marketing Impressions in a Nutshell
In conclusion, Impressions are the first most important metrics you should consider when you are looking to optimize your digital marketing campaigns, be it on Google SEO, Google SEM, Facebook Marketing, and/or Google Display Network (GDN).
But it is also important to consider other factors such as Click-Through-Rate (CTR) conversions, and reach amongst others. Depending on your objective of the campaign and the experience and expertise of your digital marketing agency partner, you should optimize each factor accordingly to meet or exceed your objectives, bring better ROI for your digital marketing campaigns.