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Impressions = match
How does AdWords count impressions
Mandrake




msg:1142371
 1:27 pm on Sep 29, 2003 (gmt 0)

Hi,

I'm new to WebmasterWorld and have a basic question. Say my ad is on search results page 3. The searcher
never clicks on to page 3, i.e. he never sees my ad. Does it still counts as an impression? If I understand it right, at Adwords an impression is the same thing as a match (regardsless of if the searcher sees the ad or not). A pageview (that the browser downloads the actual page with my ad on it) is not necessary to register the impression.

 

AdWordsAdvisor




msg:1142372
 12:56 am on Sep 30, 2003 (gmt 0)

Great question, Mandrake.

Using your example - if your ad is on the third page, and the 'searcher' does not go to the third page, an impression is not counted.

Mandrake




msg:1142373
 12:59 pm on Sep 30, 2003 (gmt 0)

Thanks for clarifying, AdWordsAdvisor

If I understand it correctly, you need a pageview to register an impression, just as in "traditional" online advertising. When I talked to AdWords' customer service, I got the answer that impression = match, and that a pageview wasn't necessary. Hmm.

Opportune Moment




msg:1142374
 1:51 pm on Sep 30, 2003 (gmt 0)

I have wondered about this myself, great post.

AdWordsAdvisor




msg:1142375
 2:24 am on Oct 1, 2003 (gmt 0)

Hmmm indeed, Mandrake.

I will confirm my information with a tech person on Wednesday and post again. Sorry for the mixed message.

AdWordsAdvisor




msg:1142376
 2:49 am on Oct 2, 2003 (gmt 0)

A quick update:

I was not able to cross paths today with the engineer I wanted to consult. But I haven't forgotten.

I will post again as soon as I have confirmation one way or the other. Thanks for hanging in there with me.

In the meantime, I am about 99.2% certain of my original response - just to quantify it!

AdWordsAdvisor




msg:1142377
 1:27 am on Oct 3, 2003 (gmt 0)

I've checked on this with a trusted source Mandrake, and my initial post is confirmed.

Say your ad is in 20th position, and thus on third page. You will not accrue an impression unless the Google user who searched on your keyword clicks through to the third page.

I'll mention this to the phone team, so that whomever gave you the impression = match advice will be updated.

And sorry for the confusion.

Tropical Island




msg:1142378
 2:03 am on Oct 3, 2003 (gmt 0)

If there are only two or three advertisers and the searcher crawls through 8 pages looking for a specific site (meaning your ad is presented 8 times) are there 8 impressions shown?

AdWordsAdvisor




msg:1142379
 1:21 am on Oct 4, 2003 (gmt 0)

Good point, Tropical_Island. This is essentially true, but with the very real possibility of exceptions.

Please note that if there are only 2 or 3 ads, that each succeeding page will not necessarily show the same 2 or 3 ads.

Using the above example: if you think of it as an 'auction' with each advertiser bidding for position, then each page is a new 'auction', and different ads may show - depending on factors like budget, CTR, approval status, etc.

It seems odd that things can change in the time it takes to look at one page, and then click to the next - but it can certainly happen.

aravindgp




msg:1142380
 12:05 pm on Oct 6, 2003 (gmt 0)

Hi AdwordsAdvisor

Thanks for the wonderfull responses.

A question for you :)

1.If I use "Keyword" and [keyword] in separate adgroup.Which creative would be displayed for [keyword] and why?Is it the higher CTR.

SlyOldDog




msg:1142381
 1:34 pm on Oct 6, 2003 (gmt 0)

Just on the topic of counting keywords here, and now broad matching is being used, how will this be counted:

First user searches for red cars, and broad match matches it with an ad for cars
Next user searches for old cars, and gets a broad match again for cars
Next user searches for cars and sees the same ad again.

What do the stats say?
cars - 3 impressions, or 1 impression? Does google double count the impressions which have other keywords?

AdWordsAdvisor




msg:1142382
 1:14 am on Oct 7, 2003 (gmt 0)

If I use "Keyword" and [keyword] in separate adgroup.Which creative would be displayed for [keyword] and why?Is it the higher CTR.

Aravindgp, in the above example our system gives the impression to the closest match to the keyword searched. So if a user searches on [keyword], then the AdGroup (and creative) with the keyword [keyword] will be shown, because it is a more specific match than "keyword".

SlyOldDog - If I've understood you correctly, I can't really answer your question without knowing what other keywords the hypothetical advertiser has in addition to the broad matched keyword 'cars'.

For example if they also had the keyword [cars], then that keyword would get the impression in your third example, for the same reason as detailed above for Aravindgp.

NewNick




msg:1142383
 7:44 am on Oct 8, 2003 (gmt 0)

AdWordsAdvisor, thanks for your effort! It was very helpful.

NewNick (formerly Mandrake, I had to change to a new nick)

SlyOldDog




msg:1142384
 1:41 pm on Oct 8, 2003 (gmt 0)

Hi AdwordsAdvisor

I was just wondering what shows up in my stats and in the forecasting tool. If someone searches for:

big wide fat red cars with blue ribbons on top

do you show an impression for cars? That would seem wrong to me, and deceptive to people reading the stats who think someone was searching only for:

cars

If you do show up an impression, I'd suggest separating pure impressions from broad impressions.

AdWordsAdvisor




msg:1142385
 1:12 am on Oct 9, 2003 (gmt 0)

SlyOldDog, if you have the keyword 'cars' as an expanded broad match, then in fact your ad will show for the search 'big wide fat red cars with blue ribbons on top', since the search has the word 'cars' in it. And 'cars' will get the impression, assuming it is the only similar keyword.

If you do show up an impression, I'd suggest separating pure impressions from broad impressions.

Well, you could achieve this by also using the keyword [cars]. Then when someone searched on the single word search term 'cars', your keyword [cars] would get the impression.

SlyOldDog




msg:1142386
 1:33 pm on Oct 10, 2003 (gmt 0)

Hi AdwordsAdvisor

I think you may not understand my question. I am not asking about where I will show up for a keyword. I am asking what you will show in your statistics.

When you count the number of impressions last month for the word, cars, will you include also phrases inclding the word cars, or only pure searches with the single word?

AdWordsAdvisor




msg:1142387
 1:29 am on Oct 11, 2003 (gmt 0)

When you count the number of impressions last month for the word, cars, will you include also phrases inclding the word cars, or only pure searches with the single word?

This depends entirely on what other keywords the advertiser has, which you have not defined. If he or she only has the Broad Match keyword cars, then any search with the word cars in it will trigger that ad, and an impression will be counted for the keyword cars for each and every search.

However if the advertiser has the exact match [cars], and some one searches on the single word cars, then the exact match will get the impression.

Hope that clears it up.

SlyOldDog




msg:1142388
 5:22 pm on Oct 13, 2003 (gmt 0)

Well, in a way it does, yes. Thanks ;)

ferfer




msg:1142389
 7:24 pm on Oct 14, 2003 (gmt 0)

If I have these keywords

blue widget
red widget

and user search for "red and blue widget"

both match the same, which one get the impression?

Fer

AdWordsAdvisor




msg:1142390
 2:03 am on Oct 15, 2003 (gmt 0)

ferfer, not really enough info in your post to say for certain. However, if we assume that both keywords:

* are in the same Ad Group, and
* have exactly the same CTR, and
* have exactly the same Max CPC, then,

since they have the same 'rank', our system will pick one at random to get the impression.

However,

* if one has a higher CTR, it gets the impression, and
* if one has a higher Max CPC, then it will get the impression.

I am about 95% certain of this. I'll confirm with a tech source, and post again if I learn otherwise.

As a quick related note, I'll be away from the office all day Wednesday, and not able to post.

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