PPC Impressions Can be Expensive!
An Impression is the instance of your ad appearing on a search or affiliate webpage. If your ad appears below the fold, and the prospect fails to scroll down the search phrase and see your ad, then you will still be charged for an impression. If your ad would have appeared on page two of the search results, but your prospect did not go to page two, then you will not be charged for an impression. Charged for?? Well not exactly, since it is pay per click, right?
Are Impressions Really Free?
Sometimes when we speak to PPC search advertisers it becomes apparent how little value many attribute to an impression. The perception is that impressions are free. While there may not be a direct cost associated with a PPC ad impression, the indirect cost cannot be ignored! Impressions without clicks leads to low click through rates. Low click through rates lead to lower ad positions, which are most often remedied with higher bids, which can directly lead to higher CPC. This deterioration can occur over the course of not months or weeks, but rather hours, and the detrimental impact on your ROAS can be significant.