How to Optimize Impression Share

Image result for impression Share

The Mystery of Impression Share

The latest feature in AdWords which shows how effective our targeting is on the Google Display Network. Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and other criteria determined by the engine.

Please remember impression share is based on an estimate of when your ad was competitive in the auction. For eg if you can double your bid, it considers as your potential impression share and rather there is a significant increase in percentage to your bid.

How to find it in the account, step by step?
1) Sign into your AdWords Account
2) Select the campaigns Tab
3) Select the campaign that you wish to view
4) Dimensions Tab
5) Columns > Customize Columns > Competitive metrics
6) Add Display Impr. share.  Display Lost IS (rank), Display Lost IS (budget)
7) Click Apply

So as the name says, The higher the impression share the better. If the impression share is low (<10%) , we need to identify next WHY? And HOW TO MAKE IT BETTER?

Let us see below the possible reasons and how we can improve it.

  • Adjust geo-targeting settings – If you are living in UAE and can make focused ads to Dubai you may see a spike in impression share by decreasing or restricting your location settings. It allows you to focus all efforts on that one area, and allow you more control over a specific target.
  • Improve your ad quality –Ad quality can also have an impact on impression share. If you can take steps to improve your PPC ads, then Google will display those ads more frequently based on quality score. Try improving your ad text by making it as specific and relevant as possible to the keywords in their respective ad groups.
  • Use different ad group for different target options
    • The best practices for Display targeting is, for example:
      Ad Group #1: Keywords Only
      Ad Group #2: Topics/Interest Only
      Ad Group #3: Placement Once you have this setup, it is easier to evaluate which is working best for you in terms of Average Cost per Click (CPC) and conversion rate. By using different ad groups we can also check out the Display Impression Share for each ad group to help us decide on bids and budget levels.

      Segmentation based on day of week and even hour of the day is also available This information can greatly help when it comes to ad scheduling,  you can decided:

      Should I run on weekend? or evening?
      Should I increase by bids at lunchtime?
      Should I have separate campaigns with lower budgets on Sundays?

  • Increase Quality Score on terms that may be limited by Rank : It is recommended that you are running a script to keep track of your Quality Score fluctuations on a daily or weekly basis. If you have keywords that perform but are lacking on Impression you may want to work on raising the Quality Score for these terms by updating ad copy and/or the landing page. Run a script see details here in the blog –
  • Study Auction Insights on a regular basis: This is a great resource to get insight into the competitive landscape of your keywords. If you are seeing a drop in your Impression Share it might be attributable to new entrants to the auction that may be outranking and outbidding you. Run a script see details here in the blog
  • Raise your bids to be more competitive: If all else fails to increase your Impression Share, it is advisable to work on bid adjustments. In order to preserve budget, you may want to focus on just Exact Match keyword bid increases and gauge performance improvements. If you are still not receiving the desired results it may be time to get more aggressive and work on bid increases on your Phrase & Broad match terms as well.

Other Terminologies and  Meaning

  • Display Lost IS (Rank) – If this is high it means that we are losing out on ad placements across the Google Display Network because our bid price (CPC) or quality score are too low. In this situation consider either increasing our bids or changing our targeting. Change the targeting to something more specific or topics that you think will likely have less competition.

    Display Lost IS (Budget) – If this is high it means that our campaign is running out of budget and for that reason we are missing out on ad placements on the Google Display Network. If you are happy with the budget that you have, you can leave it. If you would like to drive more traffic to your site, consider increasing the budget on this campaign as a high Display Lost Is (Budget) means that there’s opportunity here for more clicks/traffic.

  • Search lost IS (rank): This is the percentage of time your ad didn’t appear because of poor ad rank, which is determined by your bid relative to your competitors and by your ad quality. Learn more about ad rank and how to improve it. For example, if you see 20% for this metric, then in 20% of customer searches that matched your keywords, your ad didn’t appear because of ad rank.
  • Search lost IS (budget): This is the percentage of time your ad didn’t appear because your budget is too low. Depending on the budget delivery method you’ve set for a campaign, your ads may appear in the morning, but then your daily budget runs out and prevents you from bidding in the afternoon. Or you may miss opportunities for impressions evenly throughout the day. In either case, a value of 20% indicates that in 20% of customer searches that matched your keywords, your ad didn’t appear because your budget is too low.

Rule of Thumb : To enter in the auction you need to overbid the minimum PPC.



Facebook Tools and Enhancements


When we think about Facebook, we are still not sure what Facebook offers to a brand except for posting. Facebook has a list of features which I am sure many small/big brands are unaware of. Let’s see below about the various tools provided by facebook to enhance our experiences.

Facebook Business Manager


Business Manager lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook. Anyone in a business can see all of the Pages and ad accounts they work on in one place, without sharing login information or being connected to their coworkers on Facebook. .

It is highly advisable to have a Business Manager for Brands when they are sharing their details with agencies or have multiple brands.

It is a free tool by facebook and any brand can make their account by simply clicking to

You require a personal facebook account to confirm your identity.

Facebook Global Pages


A scenario where a  brand has presence in multiple locations, each location ends up making their own Facebook page. Facebook itself provides a solution where a brand can be present at a global level and all local pages can be given the access to the country accordingly.

There are three types of Pages in the Global Pages structure:

  • Market Pages: You can have as many market Pages as you want. You can customize who gets redirected to which Page, according to where they live and which language they speak.
  • Default Page: this is the default page where a fan will be redirected if they do not meet any of the criteria you set for your market Pages. This Page also acts as the main username for your Page structure (e.g. www. When people navigate to the default Page’s web address, they’ll then be redirected to the appropriate Page (market Page or default Page).
  • Root Page: The root Page is invisible and overlooks the whole structure. The root Page gives you insights for all of your Global Pages. Admins of the root Page can also manage the Global Page structure at the targeting level, such as:
    • Add and remove countries
    • Add and remove languages

The beauty of Global Pages is that it allows advertisers to provide localized versions of their content for their customers all over the world, but with one universal brand name, total fan count, vanity URL, and global insights across their entire fan base.

To get started, go to and contact the Facebook team, to allow you to start creating Global Pages.

Facebook Power Editor

We all are used to work with the ads manager on Facebook. But Facebook provides a more powerful tool which is specifically designed to cater to advertisers who need to create lots of ads at once and have precise control of their campaigns.

Power editor requires Google chrome to be downloaded . You can download from the call to action button on this page

Facebook Account Verified


When we have a facebook page and a good number of fans, our first aim is to get our page verified.

As quoted by facebook – “Some Pages and profiles have been verified by Facebook to let people know that they’re authentic. If you see a blue badge on a Page or profile, it means that Facebook confirmed that this is the authentic Page or profile for this public figure, media company or brand. If you see a gray badge on a Page, it means that Facebook confirmed that this is an authentic Page for this business or organization.”

Check out the link below

Facebook Merge

Being a small business we often come across situations where we tend to make several pages for the same business. And after a while we realize we can handle a single page only or rather need a single page only. Facebook realized this need and came up with Facebook Merge .

If you are stuck with various pages for your brand, go ahead and merge all the small pages to highest number fan page. Yes you do not lose on your fan base.

Just go ahead and merge the pages

Facebook Custom Audience/Lookalike Audience

Custom Audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 20 people and facebook will deliver your ad to those people if they’re on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app.

Check out this article on Facebook to create your own audience –

LookAlike Audience –

This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Create your lookalike audience –

This is very important if you are looking to target the right audience for better conversions.

Facebook Live


Last but not the least is the recent entrant “ Facebook Live”

You are doing an event and want to cover it live on facebook, its simple now and available for all.

To start a live broadcast from your personal Timeline:

  1. Log into the Facebook for iOS app or the Facebook for Android app
  2. Tap ion 1 from your News Feed or Timeline
  3. Tapicon 2
  4. Write an optional description for your broadcast
  5. Tap Go Live to begin your broadcast

You can be live from a page or an account. All your friends/fans will receive a notification on the same.

There are lot of help articles on facebook and this blog post has used the details from those articles. Facebook keeps on adding new features and we as users should make the best use of it.

If you have any queries regarding the tools above do not hesitate to comment below ..





Native Ads Quote.png

What are Native ads ?

Native ads are the highly targeted ads which takes the best of content marketing in designing the message on the ads. But hold on, doesn’t this apply to all other types of ads. Yes it does. But Native ads comes with a difference. The difference is in the delivery of the ad. The ads are targeted in such a manner that the user experience is not disrupted. The ads are delivered in a way that it does not impede the user’s normal behavior in that particular channel.

So in short you pay for placement of ads but in a way that it matches the format of a third party website.

These ads are defined as Native ads and the whole advertising as Native advertising.

Native Ads for Publisher and Advertiser

Native Ads Open and Closed

The best example of native ads with which you can relate day in and day out are – Facebook Sponsored stories which you must have seen/clicked/liked in your news feed. Hence Facebook is a publisher and marketing brands/agencies are the advertisers.

As a Publisher

You can offer spaces on your website within your blog/website. You can directly sell or involve with an aggregator.

Similarly mobile app users can also benefit from native ad placements. You can ask your developer to check the module to implement native ads using Google DFP (Double Click for Publishers

With the rise of ad blocking , Publishers are about to hit a wall with native ads.

Its a must invest for the publishers in this advertising. They can sell these spaces later to advertisers on eCPM basis.

There are other number of aggregators where you can become a publisher with your blog/website etc.

As an Advertiser

To invest in native ads, is becoming one of the primary objective of online advertising. We all are looking for quality and not quantity. We want to reduce waste traffic to come to our website.

When considering the popular social media channels , we are already investing a sum in native advertising. Newsfeed ads, Promoted trends, Sponsored stories, Linkedin ads, Promoted stories are all part of the native ads.

Its advisable to check out the results from Native ads and accordingly adjust budget in Banner Ad marketing.

Native Ads Vs Banner Ads

Native Ads on a comparison with banner ads give 2-10x greater CTR (click through ratio) . The study done by IPG Media Labs – shows the effectiveness of Native Ads over Banner Ads.

Native Ads Infographics

Mobile Native Ads

For all the same reasons stated above, the native ads also make a great deal on mobile. When we see the world is highly active on mobile, we cannot stop from taking the advantage of mobile native ads for publishers as well as advertisers.

The detailed study done by MMAglobal gives you a ringside perspective of mobile native ads –

Agency-Client Relationship for Campaign Management


My first job in Digital Marketing was working Client side in an e-commerce company. As it was my first job being in digital, I gained a lot of experience being a marketing manager. After I left the e-commerce company , I joined an agency . And there it was a completely different way of doing things when it comes to agency.

Both the sides have their own pros and cons but still both can be handled more efficiently when dealing with each other. Let me discuss on the most important things when we are dealing as an agency or as a client and how we can maximize our benefits from a campaign.


Working in large organizations whether agency or client side, most of the organizations looks into segregating both the mediums.

Generally agency side, we have separate teams handing all the offline and online requirement. For a new campaign when we approach the clients we are highly focused on our division core abilities and do not involve ideation from other departments in strategy. And the campaign execution is done on the mediums we suggest to clients and the clients approach other mediums to other agency or another department.

We know the department heads of Offline Mediums will target more on newspaper ads, events and press releases. On the contrary online mediums will focus more on social media and digital buying for the clients.

Suppose there is a campaign which is a launch of a product, both the mediums will take different approach. Maximum on client request the ads /PRs will be carried on social media or vice versa. There is nothing wrong but what we have missed are the results of the campaign if we would have combined both the mediums.


Take this simple idea and see your results:

  • A press release came in newspaper
  • The PR should be tweeted from the newspaper twitter account also.
  • See the number of followers who have increased from that tweet.
  • If the tweet also has the link back to your website, then you are also helping SEO link building exercise for your website.
  • The link on the tweet will definitely add some value to the traffic on website. See the numbers.

Definitely you will see a significant difference when you do this for a simple press release.

Similarly when the marketing head/manager is working towards the campaign he should also think about how he can leverage all the mediums and tie them together.

Agencies and Clients should have integrated approach towards brands. Hence they should focus having a single agency partner for multiple channels. This will result in seamless integration across the channels as well.

Collaboration is the key

 Agencies must collaborate department internally as well to reduce costs and drive results to the clients.

Most of the world’s successful campaign have used the strengths of both side of the mediums and collaborating internally the offline and online mediums.

You can see the latest superbowl ad and how twitter has paired with TV successfully –


Below is a small workflow chart demonstrating agency and client side on the execution of the campaign

Agency Client

The last step is the most crucial. The agency and the client both should decide on the objective of the campaign and have a combined responsibility to ROI as well. During the campaign period, there should be regular meetings to see the performance. If by any chance the campaign is not performing, both the parties should have extra money saved from the overall campaign budget to look into different creative approach also.


No campaign on whether online or offline will be successful if the creative is not delivering the right message. Though in offline mediums the ad may come once or twice, for online mediums it is recommended to have 2 to 3 set of ad copies for the campaign. This will definitely boost up the performance of the campaign. Agency should have 2 to 3 ad copies for online mediums and recommend the clients initially. If the campaign is running on all mediums together, the flow should be as below –

  • Launch of the campaign ad in all the channels with an objective.
  • After 10 days change the digital creatives for the campaign.
  • Follow up ads if required on Offline mediums.
  • Measure the performance on Google Analytics to see the increase in traffic/conversions when press ads are released or any other offline activity is happening.
  • Check CTRs for Online campaigns
  • If the campaign is not performing well till half of the time period, revisit the strategy and come up with solution. The agency and client both should take the responsibility and collaborate for a solution.
  • Measure ROI in the end of the campaign.
  • Definite learnings from the campaigns should be made from both side and shared. This will help focus on other campaigns.

Execute a campaign in a more collaborative manner within the company and outside company as well. See the results and share if this way camapign execution enhanced.




The year has started and all marketing heads will be allocating the budget for the year. Digital Marketing is definitely one of the key channels for the Brands and the Companies. Before putting your budget blindly into channels, lets see what will be the good approach to allocate your budget in Digital in 2016.

There are a lot of articles on this topic on internet and I am not the new one who is talking about it. But definitely there is a commonality based on the insights published through various resources that where is 2016 heading to.

Lets See the various areas in digital where we should focus in 2016

People Based Marketing –

In simple words “I want to show my product to a person who will be willing to buy it or will consider buying”. Today we do not want heavy traffic to come on website rather we want the right traffic . We want to show our products to people and not machines, cookies and gadgets. As the average number of devices per person are exploding , we have to start measuring data based on “person” basis.

One of the step taken by facebook was to tie up with Atlas.

As cited in an article  –

 Facebook Atlas demonstrates that there is a simpler way to enable marketers to reach people that does not involve using pixels. Atlas represents the two foundations of people-based marketing: allowing consumers to establish their identity through opt-in/log-in and accounting for consumer cross-device and cross-channel activity. Brands and agencies, with Atlas, can measure ad campaigns across screens and solve the cookie issue, targeting real people across mobile and the Web. Atlas uses Facebook’s ID (rather than a cookie) to follow a user’s journey from mobile to desktop and back.

Read full article here –

Similarly Programmatic platform Rocket Fuel has also announced a new default for its software, what it calls “people-based marketing.”

Read full article here

The staggering growth of personal gadgets have created multiple profiles of the same person in the online sphere. It is time to combine the disparate profiles into one single profile and start measuring.

Gather first party data


Collect as much data possible from your consumer to make your own data. Its evident that facebook advertising is becoming more convincing to the marketers based on their ability to provide first party data in advertising. Start collecting your own data as well based on consumer interactions to your brand. There are several tools which can help you in collecting first party data. You can check tools with Hootsuite for sure. The more customized and personlized message you can give to your audience , the more it creates a difference to your campaigns.


Instagram 15 sec videos, Animated GIFs, Branded Video Content, Live Stream, Customer Testimonials, Tutorial/Demonstration Videos are among the most hyped video content  on social media and web. Videos have become an integral part of Digital Marketing. There should be a separate budget and video strategy for the brands.

The other question which comes into picture is short vs long videos. Short videos definitely lead over the long videos. Definitely the consumer does not watch big videos because they are in a hurry to see more things in less time. So keep the videos shorter, engaging and have viral content (which will be covered in coming blogs).

Below are few steps to implement video strategy

  • Create a video calendar for the 6 months
  • Figure out what stories you want to tell with a concept for every month
  • Make high quality videos and compatible in various social media platforms
  • Dedicate creative and analytics people in team to video concept creation
  • Measure and Analyze the videos

Ad Blocking

ad block

Ad blocking is the new normal. Consumers want to see real thing and they block what they feel is not relevant or blocks their view.  Native Ads are important set of ads which so far has proven efficient ads and prevents to an extend ad blocking by users. Though they are considered as expensive ads. For a brand to run a native ad campaign on a site like CNN or The Atlantic, it costs as much as $40 for every thousand views. Source .

As these ads are more natural ads coming in-feed , they have more visibility than standard banner ads. Examples can be seen as Facebook News Feed Ads, Instagram Ads etc. Hence the ads get more attention(in terms on purchase intent or visit to a page) and have less probability to be blocked by people.

Ad blocking is one big issue which has been and will be be seen in 2016 for all publishers and marketers. So we have to smarter in assigning budget and targeting ads.


One of the highly predicted strategy for 2015 (worked well also) will continue to be in 2016 also. Today smartphones are most talked (literally) medium for people. Being always connected online users spend a good amount of time on this medium. Even all the websites get more than 60% to 70% percent traffic from mobile.

You should marry all your strategies either SEO,SEM,SMM keeping mobiles in mind . You cannot afford to succeed in online mediums if you do not think MOBILE FIRST.

Have a look into your 2016 strategies and let me know which of the above strategies have started working well for you.



Social Media ROI

One of the most compelling challenges for the companies/clients which enter in social media is to calculate the ROI. Most of the time the agencies are speechless to their clients and the clients to their CEOs.

When it comes to numbers, Facebook, Twitter and Instagram all of them have huge metrics available to measure, but still when it comes to ROI the same metrics seem to be less important to figure out the right numbers in excel for the clients and CEOs. We are happy to say “Yay we have got 100,000 fans” and this becomes our success metrics. This indeed is not a great measure of success but still lots of people consider it as a great ROI metric when they compare their spending to increase Likes(so called unreachable/paid fans).

What is ROI?


How to calculate your return?

To calculate your return it is very important that we are first aware of our goals. What are you looking as the output from your campaign on social media.

Goals are not necessarily an online sale on the website but can be categorize into several things

  • Filling out a lead generation form
  • Signing up a newsletter
  • Social Interaction(A comment or a share)
  • Views on a Video
  • Time Spent on a Webpage
  • Reach a specific page on website
  • Traverse minimum number of pages on website
  • Post reach to a specific number of people

The goals are set up by the marketing team and senior managers, and should be fixed at the beginning of the campaign. Please note it is important to have specific goals from the campaign initially so that you can clearly map your results to that.

Social Media has 2 perspectives to it as they are shared Media –

Social Media Perspectives

Perspective 1

How to add a value to your goals on social media metrics

Social Media ROI perspective 1

Perspective 2

Macro vs Micro Conversions

In simple terms there can be many micro conversions on page level but there will be one ultimate goal of your owned property(like website , blog etc) which is your MACRO Conversion.

Macro Conversions

Facebook launched conversion measurement protocol which will help to optimize your adverts. Simply follow the steps in below link to create facebook conversion pixels

Once you have set the pixels, start tracking your GA (Google Analytics). You can also see the results on Facebook tool.

It is always recommended to track your conversions from one tool (GA preferred) or if you are a tool freak here is the list –

You cannot keep tracking different medium conversions on different tools. In worst case put all your tools data at a common point under common metrics. (Will cover this in detail in my coming blogs)

The other way to go ahead on this is to create trackable links for different social medium-

This will help you create trackable links by giving in details the Source, Medium, Campaign Name and other details. This can directly give you the conversions made by your social media separately. Make sure the links you are sharing on posts or ads are trackable to have a clear idea on all the details

Now when you see your analytics you can clearly see the number of Macro Conversions that you have made using ‘social’ in your reports

social media perspective 2

After analyzing the data from both perspectives (it is not ‘either or’ it is both) you can check out the marketing/advertising spend.

The total spend on the campaign will include your advertising spend on the different medium to increase reach, tools cost and time invested(if you want to include the hourly cost of your manager)

Make an excel for your company putting all the fields in detail, assign values and see the dollars which you or your marketing team is generating from Online Medium.

The final table will look like as below

Micor Macro social media conversions

Take spend into account for each of the channels and calculate the ROI. These figures will definitely give you a closer look to your social media channels in terms of spending.

Incorporate this exercise in your Social Media Reports to calculate and track the ROI. Do not forget to share this with your friends. I have to track my social media ROI too 😊


The Right Message


The ability to deliver right message to the right audience at the right time is the key for online ads. The advertisers, agencies, clients and consultants in the online domain are always in a rush to scale the ads using all sort of advertising online.

We are more concerned to see the metrics on the ads, traffic on website, CTRs , impressions and (thanks to programmatic) to an extent audience profile. In all these metrics we forget to determine the success of the ad based on the message.

Have we ever came across situations where the ads which were appealing, targeted to the right audience, had good CTRs but were still not able to give us enough sales or conversions?

We usually hover around the below answers:

  • May be the sites targeted are not visited by our target audience
  • May be our website has issues in directing conversions
  • May be visitors could not find what they are looking for on our website

But the BIG QUESTION is – Were my ads delivering the RIGHT MESSAGE to such a highly paid right audience?

Before answering the question first let’s figure out – What should come first – ad content or the right target audience?

It is important before you start an ad that you know the right content to come on the ad and what is your intent with the ad. Once you know the ad, you can precisely chose the right audience for that. (In some cases it works vice versa but still former is preferred over latter)

The new era of programmatic buying helps you delve into audience metrics in great details(Thanks to it) but are you seeing the right results.

As profoundly said by William Gibson “I feel about programmatic: The future is already here — it’s just not very evenly distributed.”

Lets talk a bit about programmatic advertising –

  • Buy ad inventory and sell using digital interfaces
  • Audience Targeting
  • You don’t worry. Machines are working for you

So your advertising messages get to the right person, at the right time and perhaps for the right price.

But we are missing on one important note – Right Message.

What do we mean by right message?

Suppose you are a fashion company in Dubai who sells clothes to cater different audience profiles. To start there are 3 profiles below:

  • Strictly Teens
  • Mothers
  • Party Goers

Now what should be your strategy? Should you target all of them with same ads or make 3 sets of ads and test them. 3 set of ads definitely have different message. And that is the key.


And once you know the message and want to get more deep into it, make 2 variation(A/B test) and see which variation is giving you more results.

ad 2

Try this for your next campaign and let me know your feedback in below comments.