Marketing 7 min read

Improving Your Brand Awareness With Impressions Marketing

Black Salmon /

Black Salmon /

A basic understanding of how impressions marketing work can help improve your brand awareness.

Brand awareness is a big deal in today’s digital marketing world.

According to a survey, B2B marketers have consistently picked brand awareness as their priority in the last five years. In another study, 89 percent of marketers say that brand awareness is the most important goal, followed by sales and lead generation.

In other words, brands that want to grow must improve the amount of attention they receive across all social media pages. One way to do that is through — you guessed it — impressions marketing.

Tons of advertisements and brand mentions make their way to social media feeds to create impressions.

While every single interaction may not lead to sales, it could contribute to brand awareness and recognition. And this could play a vital role when a customer seeks a solution at a later date.

Before we delve into ways to leverage impressions for your business, let’s begin with some definitions.

What Are Impressions in Marketing?

Impressions refer to the total number of exposure your ad gets. It’s when an advertisement renders on a user’s screen, whether it’s a banner ad, video, or textbased ad.

With that said, impressions are not the same as reach or engagements. Let’s consider the differences.

Impressions Vs. Reach

Reach refers to the total number of people who saw your content. Meanwhile, impressions are the number of times an ad or social media post is served and made viewable by an internet user.

Since the same person can view content more than once, your impression count will always be equal to or higher than your reach.

For example, a total of 100 people saw your new display ad on Facebook. If 90 people from that group viewed the ad once while ten people saw it twice, it means your reach is 100.

Impressions, on the other hand, would be 110.

Impressions Vs. Engagement

Comments, likes, shares, clicks, and retweets don’t count as impressions. These measurable actions are known as engagement.

Now you’re wondering how vital impression could be, especially since it doesn’t count clicks.

Why Impressions Are Important

Your impression rate reveals how many people are seeing your brand. The more times your brand appears before a customer, the faster they’ll recognize it as a potential solution to a problem.

An average of 5 to 7 impressions are necessary before someone can remember your brand. Other marketing strategies can only generate lead after you have generated a good impression.

Moreover, impressions can provide insight into the health of your campaign.

A low impression number could reveal a problem with your digital marketing strategy, whether it’s your keyword research or ad bidding strategy. As a result, it’s a standard metric for tracking the performance of most online marketing campaigns.

For example, pay-per-click impressions measure against actual clicks. Similarly, on-site views of call-to-action rely on the same metrics.

This raises another essential question:

How Do I Measure Impressions in Marketing?

Advertisers measure their impressions marketing using cost per mile.
Image Credit: Pexels |

Impressions are measured by cost per mile (CPM).

In this definition, “mile” refers to 1,000 impressions or cost per thousand. For example, an ad banner could have a CPM of $10.

It means that the website owner receives $10 for every 1000 times that the ad is displayed.

With that said, impressions exist in two primary forms, and these are Served Impressions and Viewable Impressions.

Served Impressions

Currently, the standards for tracking online impressions are based on served content.

Every time a webpage loads or social post appears on a feed, it counts as a served impression. Unfortunately, it’s challenging to tell how much impact the content has without performing a more in-depth analysis.

As such, it becomes necessary to create a more accurate system of measuring impressions. And that’s where viewable impressions come in.

Viewable Impressions

Unlike served impressions, viewable impressions collect data from a user’s device to refine impression count.

Above all, viewable impression excludes cases where viewers probably did not see the content. As a result, advertisers receive more accurate information on the number of actual impressions made.

Also, the data from viewable impressions is highly actionable. It could suggest possible improvements to ensure better content delivery.

How Many Impressions is Good?

how many impressions
Cube29 /

As far as impressions go, there’s no perfect number. Among other things, it depends entirely on the brand and the campaign.

For example, a small-medium company could get 1,000,000 impressions in a twitter campaign, and that would be awesome. But, a multinational company with at least 3 million followers would expect higher impressions numbers.

With that said, 25 percent impressions coming from your followers in a Twitter campaign would be great. It implies that at least one-fourth of your followers saw the tweet, and that’s a good thing.

There’s just one question now: how can these impressions translate into brand awareness?

How To Use Impressions Marketing For Brand Awareness

Here are some ways to leverage impression marketing for brand awareness.

1. Experiment Till You Get the Best Result

There’s no perfect formula for increasing the number of impressions that your content receives. It could be a matter of trial and error.

That’s because various factors could lead to low impression numbers.

For example, the subject line for your email campaign may not be compelling enough. Likewise, you may not be bidding aggressively enough on your display ad campaign.

Whatever the reason may be, the answer is to experiment.

So, try out multiple headlines until one stick. Also, randomly change the time and number of content to release per day.

Remember to measure and compare results every time you conduct a test. The goal here is to find the perfect combination that generates the most reliable impressions.

2. Gain More Social Media Followers

On social media platforms, the number of followers you have influences your number of impressions.

Without people to share and interact with your posts, you’re unlikely to reach others who don’t follow you. In other words, your impression rate will likely increase when you gain more followers.

3. Use Imagery

The image in your ad has a significant impact on impressions.

People are likely to remember only 10 percent of the information that they heard three days before. But, pair the same information with a relevant image, and the number jumps to 65 percent.

The same principle applies when you’re trying to increase your impressions. Images in ads and social media posts can affect our user perception.

For example, we’re unlikely to click on content if the image looks blurry or unprofessional.

Along with using an attractive and engaging image, you may want to include your brand’s color too. A study from the University of Loyola suggests that color increases brand recognition by 80 percent.

4. Improve Your Ad Quality

On specific PPC platforms like Google Ads, a metric known as Quality Score (QS) determines where to place an ad on a page. So, if your QS is low, your ads may appear at the bottom of a page, where it’ll generate fewer impressions.

Expectedly, Several factors could lead to a low QS. These include keyword relevancy, click-through-rate, landing page quality, among things.

Consider performing detailed keyword research for your ads. Also, you may want to optimize your landing page.

Final Words on Impressions Marketing

Impressions may not be the most exciting digital advertising metrics. However, it could tell you about the effectiveness of your campaign.

For example, low impressions and low clicks could suggest that your PPC bids aren’t working. Similarly, high impressions and low clicks could mean you need to use more relevant keywords.

Every time a potential customer sees your brand on a social media page or blog, it leaves an impression. With more people seeing your brand, you enjoy more awareness and recognition.

Eventually, it would increase your ability to generate viable sales leads, and that’s the ultimate goal!

Read More: A Guide To Personal Branding With Content Marketing

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