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How Many Impressions.....

by Neil S
2 replies
  • SEO
    • |
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.
#impressions
  • Profile picture of the author Neil S
    Any thoughts?
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  • Profile picture of the author Lucid
    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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