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How would you go about answering the client question? How much would it cost to have 100% Impression share on a keyword for the month? What tools will you use to estimate spend needed?
Posted by on September 25, 2022 at 6:58 amHow would you go about answering the client question? How much would it cost to have 100% Impression share on a keyword for the month? What tools will you use to estimate spend needed?
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1 Reply
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First, you’ll need to explain that 100% IS is unlikely to actually happen. After that, you can estimate it based on the monthly budget it takes to get to your current IS.
If you spent $30 for 30% IS, it would be $100 for 100% IS. Keep in mind the law of diminishing returns (another reason 100% is unrealistic).
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The way match types work now makes it almost impossible to get 100% IS. You can show the a SQR to demonstrate the % of exact to close queries for the term. As well as Auction Insights to highlight the competition. I’d also throw in your current and historic quality score.
I’d put up a graphic showing an Avg CPC that’s 20x – 50x current one and the current one. Then highlight all the variables impacting owning “all the share” and propose a test if they’re really interested in finding out. Once they realize all the uncertainties involved either they’ll do it or not.
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100% is impossible and won’t happen on anything but maybe their own brand name. Even lots of SMBs have trouble getting to 100% because of competitors bidding on their name. Just about every other keyword is going to have competition. The higher the competition, the more it is going to cost to get to anywhere near 95% IS. There is no tool to do this. Keep in mind others wants to max their IS and will also try to outbid you. This exercise is a waste of time as is trying to forecast future performance because it is a lot of guessing about what will happen to external factors you can not know what will happen with like competitors.
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Ignoring the not so helpful “this is impossible” answers for a second. Goal is to maximize reach for a target keyword.
Look at your IS lost due to budget and bid. Budget limitations should be able to scale through with current CPC (ie same “cost per result” just more volume). Bid limitations will increase CPC.
You’ll have to make some assumptions for OS limitations due to rank. If keyword is structurally isolated in its own campaign, you can use those percentages to know how much you can scale. Then you need to assume some increase in CPC and budget to get through the IS lost to rank portion.
Usually clients are fine if you say “today we get X conversion for Y $; and we have a Z% IS.” Then just tell them how much is lost due to budget. The more lost to budget, the more predictable scaling is. If a ton is lost to rank, they should assume worse returns with more scale.
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To follow up on what u/lupartdeux and u/fathom53 said, the number of advertisers using automated bidding also eliminates the ability to get 100% IS on a keyword (assuming the keyword has value to other advertisers).
To determine where you peak, you could use the target IS bid strategy with a decent budget on just that keyword and see where your IS ends up (based on the limited budget) and use that to extrapolate. However, I would add a cushion to that since some of the searches that weren’t targeted could be more expensive.
However, even after doing all this, it is extremely unlikely to get 100% on anything other than a branded keyword (I think it’s impossible, but I don’t have the data to prove this).
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We have a client who wants 100% Absolute Top Impression Share on their keywords. It’s been challenging explaining to them that’s extremely unlikely to happen.
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A lot. You can figure a multiple based on existing spend and IS if your current IS is greater than 10%.
Thing is you’re going to get squirter queries that open up more impressions when you bid and budget sufficient to get even 90% on an exact match keyword.
Even if you set all this up and ran a script to block the squirter queries and you do this for 3 months, I’d still bet you can’t get to 100% IS for a significant traffic keyword.
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Why you need 100% impressions share ?
The spend will be much higher and organic orders ratio will be lower
I don’t let the TOS impressions share above 40% after getting ranked on that specific KW to get maximum organic orders as well
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Divide the current cost by the difference of CTR from 100%. That would be you exact cost, less all other variables
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