What are Impressions and how to calculate them?

Home

KPI examples

Impressions

What is an Impressions?

Impressions refer to the number of times an ad appears on a screen of potential customers. This metric is crucial because it indicates the reach of your ads. Understanding impressions helps marketers gauge the visibility of their campaigns. They can also evaluate the potential audience size. A high number of impressions indicates that your ads are widespread. However, it's also essential to consider the context. Analyzing impressions with metrics like clicks and conversions offers insights into ad effectiveness. For instance, if you have many impressions but few clicks, your ads might not resonate with your audience. Specific optimizations can help you increase the number of impressions. These involve refining targeting criteria, adjusting bid strategies, or improving ad quality. As a result, you can ensure that your ads reach a broad audience and engage the right people. This enhances campaign performance and efficiency.

What is bad Impressions?

If your ads do not reach a wide audience, your impressions won't be high, which is a bad result. Typically, this is due to poor ad targeting, low bid amounts, or non-competitive ad content. A good number of impressions depends on the campaign scope and industry. The unusually low impressions indicate missed opportunities for visibility and engagement. For example, impressions could range from thousands to millions in highly competitive industries like retail or technology. On the other hand, if the number of impressions counts low hundreds, your ads are too narrow in focus or underfunded.

What is good Impressions?

A good impression metric varies by campaign goals, industry, and audience size. High impressions indicate wide visibility. However, they must align with campaign objectives like brand awareness or lead generation. In retail, several thousand impressions could be effective. At the same time, in B2B sectors, you may target fewer, more focused audiences. You can rest on several factors to achieve a good number of impressions. These are relevance to the targeted audience, competitive benchmarking, and ads ability to generate engagement. For example, a technology ad campaign might aim for 10,000+ impressions. For local services, the audience will be much lower - 1,000 impressions can be successful. The result will depend on the specificity of the target market and campaign scope.

Our key templates to track Impressions

PPC multi-channel dashboard in Looker Studio

Get a comprehensive PPC reporting tool to track the performance of your campaigns launched at multiple advertising platforms.

All-in-one marketing dashboard in Looker Studio

Monitor all your marketing channels with an all-in-one dashboard providing performance overviews of web analytics, ad campaigns, SEO, social media, and emails.

Google Analytics PPC dashboard in Looker Studio

Get an overview of the traffic performance of your advertising campaigns launched across different PPC platforms.

See all dashboards

How to improve Impressions?

Broaden Your Keywords

Expand your keyword strategy to include broader terms related to your product or service. This increases the potential for your ads to appear on a wider array of searches. As a result, you'll boost impressions without significantly raising costs.

Increase Your Budget

Adjusting your budget can directly influence your ad's visibility. Higher bids on your keywords or an increased overall campaign budget can improve ad placement. This will increase impressions as your ads compete more effectively in auctions.

Use Multiple Ad Platforms

Don't limit your PPC efforts to a single platform. You can increase the reach by expanding to other ad networks like Bing Ads or social media platforms. Each platform has a unique audience. So, diversifying your ad placements can significantly boost your overall impressions.