Beyond Clicks: The Power of Google Search Ad Impressions in Building Brand Awareness
Most brands know Google Ads as a powerful platform where they can tap into their prospect’s “intent,” by buying ads on search phrases. It’s puts their value proposition in front of the right audience at the right time. However, there is a common misconception that the success of these campaigns is solely based on the number of clicks to conversions the ads receive. While clicks are important, search ad impressions should not be overlooked as they can have a significant impact on the success of a campaign.
An ad impression occurs when an ad is displayed on a keyword search. For instance, if you sell hammocks and a prospect goes to google to search “Hammocks” your ad is displayed. This means that even if a user doesn’t click on the ad, they still see it. Advertisers are not charged for ad impressions, only for ad clicks. This is why advertisers focus on measuring clicks and optimizing their campaigns for conversions. However, there is value in ad impressions that should not be ignored.
The power of search ad impressions
The power of search ad impressions lies in the fact that your ad creates brand awareness and increase brand recognition at the point where your prospects have expressed the intention to learn about you. When users see your ad multiple times, it creates a sense of familiarity with your brand or product. Even if they don’t click on your ad, they remember your brand or product and consider it in the future. This is known as the “mere exposure effect,” where repeated exposure to a stimulus leads to a positive perception of that stimulus. In the case of advertising, repeated exposure to your brand leads to increased trust and credibility.
Moreover, ad impressions can have a significant impact on buyer behavior. Users may not click on an ad the first time they see it, but after seeing it multiple times, they may be more likely to engage with it. This is known as “effective frequency,” which suggests that users need to see an ad multiple times before they take action. With more impressions, you can increase the likelihood of users taking action, whether that’s clicking on the ad, visiting the website, or making a purchase.
Can it be measured?
Measuring the effectiveness of impressions is more challenging than measuring clicks since impressions do not directly result in a user’s action. However, there are ways that advertisers can measure the effectiveness of impressions in their campaigns. For instance, running a search campaign on your brand name provides a simple way to measure effectiveness. This is because when users search for your brand name, they are more familiar with your brand and are likely to search for your brand or product by name in Google. By monitoring the number of impressions for your brand/product name in search campaigns, you can see evidence of impressions increasing brand recognition and visibility.
At GoLeads, we know ad impressions are a powerful tool that should not be overlooked. While clicks and conversions are important for measuring effectiveness, ad impressions can do wonders in creating brand awareness, increasing product recognition, and influencing user behavior. By focusing on ad impressions, clever advertisers can increase conversions over time. If you want to learn more, contact us today to learn how to optimize your campaigns for both clicks and impressions to boost results.