Yousaf Yunes explains when to use Impression Share, its importance in lead generation, and how it relates to ad rank and budget. Yousaf emphasizes the need for a strategic approach to owning brand terms and optimizing campaigns for better performance.
takeaways

Impression Share is crucial for understanding ad visibility.
Lead generation strategies differ from e-commerce strategies.
Owning specific keywords in targeted areas is essential.
Ad rank is influenced by cost per click and quality scores.
A good impression share for brand terms is 75-80%.
Conquering brand terms is a cost-effective strategy.
High impression share without conversions indicates an issue.
Campaign adjustments should focus on long-term goals.
Absolute top of page positioning is vital for brand campaigns.
Quality scores matter less when focusing on conversions.
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Sound Bites

"Impression Share is the way to go."
"This is definitely an exception."


Chapters
00:00 Understanding Impression Share
02:55 Strategies for Lead Generation
05:45 Analyzing Ad Rank and Budget Impact
09:10 Optimizing Campaigns for Brand Terms

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