28 Apr '17, 10am

Paid Search: A Focus on Profitability With Maddie Cary [PODCAST] by @brentcsutoras

Where it’s tricky is when search engines like Google give you those kind of impression share metrics, they are not a true measurement in the simplest of forms. For example, if you are running a paid search campaign and it’s telling you that you’re capturing 100 percent impression share, what that really means is the impressions that Google thinks you’re eligible to have gotten. So what it thinks you realistically would get based on what keywords you’re targeting, your quality scores, a lot of different factors — you captured 100 percent of those. That doesn’t mean that all the impressions you’re going after, you’re getting every single one, but what Google thinks you’re eligible or able to get, that’s what you’re capturing.

Full article: https://www.searchenginejournal.com/paid-search-focus-pro...

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