Impressions measure the number of times your creative has popped up on an internet user’s screen. More granularly:
Organic impressions refer to how often non-promoted content is displayed (e.g., a blog post that picks up steam on social or a popular tweet).
Paid impressions refer to how many people see your sponsored campaigns.
Viral impressions refer to how often your content is displayed because other users interact with it.
Generally speaking, the more impressions you get, the better. You can’t expect great results from your campaigns if no one is seeing your creative in the first place. If your impression metrics aren’t as high as you’d like, here are some tactics that can improve them:
Invest in better creative, PR, and influencers
Increase your paid budget
Use SEO and SEM to boost site rankings
Test other niche audiences
CPM measures how much a brand needs to pay a publisher for 1,000 impressions. If the publisher charges $1.25 CPM, then you will need to pay $1.25 for every 1,000 impressions.
On its own, CPM tells you how much you spend per thousand impressions. But you can also use CPM to determine how many users are engaging with your creative. If you pay a publisher for 10,000 impressions, and 500 people end up clicking on your ad, you would know your campaign was effective for at least 5 percent of the audience. Keep in mind that just because someone didn’t click on your ad right then and there doesn’t mean they won’t engage with your brand in the future.
You can improve your CPM metrics by:
The CPC metric measures the performance of your pay-per-click campaigns with Google Ads or on social media platforms by identifying how much money you spend every time someone clicks on your ads.
While Google uses your maximum bid, ad rank, and quality score to arrive at your CPC, social networks use bid amounts, ad relevance, and ad placement, with different platforms charging different prices per click.
You can improve your CPC metrics by:
Bidding on long-tail keywords
Testing different ad placement positions
Improving your quality score
4. Video views
When you launch campaigns with video ads, it’s important to keep track of metrics like video views that describe how many users have seen your videos. Other metrics you might want to track include average view duration, average completion rate, click-through rates, and total watch time.
If you’re not happy with your video views metrics, you can:
Create more compelling content
Promote your videos with a budget
Encourage viewers to subscribe to your channel or feed
Frequency measures how often your audience comes across your creative during a given period. For example, someone might see your ad three times in a 24-hour period, giving you a frequency score of three.
Getting the best results from your campaigns starts with casting a wider net and making sure you don’t drown specific users with too much exposure.
You can optimize this metric by:
The click-through rate refers to how many members of your audience click on your ads, emails, and links that you publish on social media. Very broadly, the higher your click-through rates are, the more effective your campaigns will be.
To improve your CTR, you can:
A/B test calls to action (CTA)
Write more persuasive copy
Implementing creative best practices
Targeting qualified audiences