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Noob Adwords Q: Are the "# of Impressions" unique?

by Nick Brighton
7 replies
  • SEO
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I just wondered if Adwords measures their impressions as uniques, or are they general impressions?

In other words, if I've got 10k per week on a keyword, is that 10k unique searchers... or is that 5k who might have searched twice?

(just as an example)

Any advice appreciated!

Kind regards.

Nick
## of impressions #adwords #noob #noob adwords q are the #unique
  • Profile picture of the author surgematrix
    It is hard to tell. What we do with our Adwords campaign is create a unique URL and see what is the monthly return on investment we get.
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  • Profile picture of the author Brad Callen
    Originally Posted by Nick Brighton View Post

    I just wondered if Adwords measures their impressions as uniques, or are they general impressions?

    In other words, if I've got 10k per week on a keyword, is that 10k unique searchers... or is that 5k who might have searched twice?

    (just as an example)

    Any advice appreciated!

    Kind regards.

    Nick
    If someone does the same search three times and your ad is displayed three times, it will accrue three impressions. It just means your ad was displayed THAT many times, not anything to do with uniques. Hope that helps! Sounds like you understand the concept
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    • Profile picture of the author Nick Brighton
      Originally Posted by Brad Callen View Post

      If someone does the same search three times and your ad is displayed three times, it will accrue three impressions. It just means your ad was displayed THAT many times, not anything to do with uniques. Hope that helps! Sounds like you understand the concept
      Thanks Brad, that helps.

      In my opinion, I actually think they should show uniques vs overall impressions for advertisers. If it's not a unique, then you should be able to trigger a different ad for that pair of eyeballs.

      A bit like remarketing I suppose.

      But hey, I'm not running Google so I'll just shut up
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      • Profile picture of the author tryinhere
        Originally Posted by Nick Brighton View Post

        Thanks Brad, that helps.

        In my opinion, I actually think they should show uniques vs overall impressions for advertisers. If it's not a unique, then you should be able to trigger a different ad for that pair of eyeballs.

        A bit like remarketing I suppose.

        But hey, I'm not running Google so I'll just shut up
        You can, you have two or three ads set up to rotate evenly and based on that 3 searches the same by the same person 3 different ads in theory ?

        not sure it would be that common a person searches the same thing 3 times in a row ? maybe flipping back / forward ?
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        • Profile picture of the author Nick Brighton
          Originally Posted by tryinhere View Post

          You can, you have two or three ads set up to rotate evenly and based on that 3 searches the same by the same person 3 different ads in theory ?

          not sure it would be that common a person searches the same thing 3 times in a row ? maybe flipping back / forward ?
          The problem is with broad phrases.

          If I am bidding on the KW "golf shoes" as a broad match, then potentially that same person could type in:

          "new golf shoes"
          "buy golf shoes"
          "nike golf shoes"

          And because I'm bidding on broad "golf shoes" then my ad will show to the same person three times... right?

          I guess the answer is not bidding on too generic and broad KWs, right?
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          • Profile picture of the author tryinhere
            Originally Posted by Nick Brighton View Post

            The problem is with broad phrases.

            If I am bidding on the KW "golf shoes" as a broad match, then potentially that same person could type in:

            "new golf shoes"
            "buy golf shoes"
            "nike golf shoes"

            And because I'm bidding on broad "golf shoes" then my ad will show to the same person three times... right?

            I guess the answer is not bidding on too generic and broad KWs, right?
            ? No ~ in the ad group containing your keyword / broad "golf shoes" which will then trigger your ads to show, you have 3 ads and as such you see 3 separate ads if set to evenly rotate.
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            • Profile picture of the author Nick Brighton
              Originally Posted by tryinhere View Post

              ? No ~ in the ad group containing your keyword / broad "golf shoes" which will then trigger your ads to show, you have 3 ads and as such you see 3 separate ads if set to evenly rotate.
              I think you're talking about split testing ads. Evenly rotating ads suggest you are talking about the ads, not the keywords or my query.

              I'm talking about the broad keyword triggering an ad across a range of potential keywords being searched.

              For example, if you bid on "car" as a broad then your ad is gonna show up for all kinds of keywords with the keyword "car" in it.

              But if you bid on exact keyword "car" then your ad will only show when someone specifically types just the word "car" in.

              That's why I'm saying that if you bid on broad terms, potentially you could get a lot of overlap with different keywords that the SAME person is typing into Google.

              Hence, the impressions can't be unique. Hence the # of impressions doesn't always reflect the actual unique search volume for a given KW.
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