Hi Peter,

You’re right, all other things equal, a higher Impression Share is arguably better than a lower Impression Share.

However, all other things are rarely equal. My point is that maximizing Impression Share should not be the end goal and primary focus of the campaigns. Instead, maximizing profit or conversions should be.

If your strategy to maximise profit or conversions ends up with a high Impression Share, then great. But if your strategy to maximize profit or conversions ends up with a low Impression Share, then that’s great also.

If you had to decide between two strategies:

1) $1,000 click spend, 50% Impression Share, $20,000 revenue
2) $1,000 click spend, 90% Impression Share, $10,000 revenue

Which would you choose?

Is this a problem?

Yes!

Why?

A searcher usually does more than 1 search when trying to find something using a search engine. Ideally your ads should appear every time he searches. It helps the subconscious to develop a preference for your ads.

Suppose a searcher does on average 10 searches until he made his choice and your ads appear only 3 times in those 10 searches. What are the chances your company gets chosen to be contacted? Compare this to a company who’s ads appear every time.

Conclusion: A higher Impression Share improves your conversion rates.