How Many Impressions.....

Neil S · 06-07-2010, 12:28 AM

For PPC, how many impressions do you typically use as a barometer of -

1. Determining the effectiveness of an ad?

2. Determining the effectiveness of a keyword?

And I guess to follow up with #2, how do you decide if a keyword has too few impressions to even use? Is there a barometer for that?

Thanks.

Neil S · 06-07-2010, 10:54 AM

Any thoughts?

Lucid · 06-07-2010, 08:44 PM

Go by clicks, not impressions. When I compare two ads, both must at least get 20 clicks, 30 is better. This way, you are 95% sure that the winner will win 19 times out of 20 (provided a CTR margin of 10% or more).

Number of impressions for a keyword is irrelevant really. As long as the keyword is relevant to what you're selling, who cares if you get one impression per day? It might be the one that gets you clicks and sales. Although if I average 5% CTR (one click every 20) and I haven't got any in at least twice that number of impressions, I start to wonder why and figure out what to do about it. Move it to a new group with it's own ad but certainly not delete it if it's a relevant keyword.

06-07-2010, 12:28 AM	#1
Neil S HyperActive Warrior War Room Member Join Date: Jun 2008 Location: Los Angeles, CA USA. Posts: 465 Thanks: 45 Thanked 19 Times in 18 Posts	How Many Impressions..... For PPC, how many impressions do you typically use as a barometer of - 1. Determining the effectiveness of an ad? 2. Determining the effectiveness of a keyword? And I guess to follow up with #2, how do you decide if a keyword has too few impressions to even use? Is there a barometer for that? Thanks.

06-07-2010, 08:44 PM	#3
Lucid Senior Warrior Member Join Date: May 2009 Posts: 1,143 Thanks: 11 Thanked 129 Times in 121 Posts	Re: How Many Impressions..... Go by clicks, not impressions. When I compare two ads, both must at least get 20 clicks, 30 is better. This way, you are 95% sure that the winner will win 19 times out of 20 (provided a CTR margin of 10% or more). Number of impressions for a keyword is irrelevant really. As long as the keyword is relevant to what you're selling, who cares if you get one impression per day? It might be the one that gets you clicks and sales. Although if I average 5% CTR (one click every 20) and I haven't got any in at least twice that number of impressions, I start to wonder why and figure out what to do about it. Move it to a new group with it's own ad but certainly not delete it if it's a relevant keyword.
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06-07-2010, 10:54 AM	#2
Neil S HyperActive Warrior War Room Member Join Date: Jun 2008 Location: Los Angeles, CA USA. Posts: 465 Thanks: 45 Thanked 19 Times in 18 Posts	Re: How Many Impressions..... Any thoughts?