“What is an impression,” is a question every marketer should know how to answer. Why? Because an impression is arguably the most common metric in internet marketing. While an impression is a common marketing metric, it’s also nuanced in several ways. That’s why it’s important to take the time to ask “What is an impression” and define it clearly.
What Is An Impression In Paid Search?
The most common definition of impression is how many times a person viewed a certain page. In regards to paid search, an impression is how many times someone saw a certain advertisment. This is an important metric, because it will tell you how many people are seeing your ad and you can compare that with how many people are actually clicking on your ad. If people are seeing your ad, but not clicking, it can be an indication that you need to adjust your copy or bid price to make it more compelling or move it to a more “click-worthy” position.
This is an important metric, because it will tell you how many people are seeing your ad. You can then compare those impressions with how many people are actually clicking on your ad. If people are seeing your ad, but not clicking, it can be an indication that you need to adjust your copy to make it more compelling. It may also indicate you need to adjust bid price to move it to a more “click-worthy” position.
What is An Impression on Social Media?
If you are running a social media campaign, or several social media campaigns, you will also be interested in pinning down the correct definition of an impression.
On Facebook, for example, an impression is how many times a post from your page is viewed. It’s possible for people to see the same post multiple times. This metric gives no indication if your post influenced someone to action.
An impression on Twitter is similar in that an impression indicates that a tweet has been delivered to a particular feed. This doesn’t always guarantee that someone saw it, though. That can depend on how many followers they have and how often they check their feed.
An impression on YouTube differs as well. An impression will tell you that someone saw your video, but it won’t tell you if that person finished watching it.
To get a comprehensive understanding of how your social media accounts are actually performing, you don’t always want to rely on impressions alone. Consider also including the metrics reach, engagement, and exposure. This will help you gain more valuable insight into how your social campaigns are performing.
What is an Impression in Email Marketing?
An impression in email marketing is an interesting term in that it denotes if someone saw your email, but did not necessarily read it. Again, you can use this metric in marketing, but it is not as strong or as helpful as it might be for a paid search campaign. Therefore, it may be more beneficial in email marketing to track a metric like conversions.
Impressions are a great way to determine how many people are viewing your campaigns and give great insight when paired with a metric like click-through-rate. However, relying solely on impressions as a standard for success may not always be the best idea.