It’s hard to deny the Cyprus Email Addresses of being at the top of Google search results. The platform prides itself on having a huge volume of highly qualified and ready to convert customers. This consideration has led to bidding wars, with advertisers competing for traffic for their most strategic keywords. In this aggressive battle, it’s easy to forget how digital advertising has been a revolution: It’s all about targeting, who we serve our ads to, and not necessarily how many people see them. In the end, it’s the quality of the traffic that matters most. Following this reflection, one of our experts from our Google Ads agency ran a test on one of their accounts and created campaigns based on demographics.

Each age group and each sex was isolated its own campaign. For example, women over 64 and men between 18 and 24 were entitled to separate campaigns. The result can be seen in the graph below: our advertising cost was halved and our ads obtained a better click-through rate. How is it possible that just building campaigns around demographics could lead to a 49% decrease in costs and a 64% increase in click-through rate? You would think that in a very competitive space, only a higher bid could maximize the impression rate and thus lead to an increase in the click-through rate. In our example, the exact opposite has happened. To explain this rather counterintuitive result, let’s rephrase the title of this blog in a slightly different way.

Definition of metrics

Share of clicks vs Share of impressions, which of these two KPIs is more important to Google? Keep in mind that Google’s number one goal will always be income. To do this, it will seek to distribute the most useful and relevant ad possible to users to maximize the chances of getting a click. Therefore, the success of an advertiser will ultimately depend on their ability to match their ads to the user. While keywords are powerful tools for targeting search intentions, they’re only the first step. Google provides us with countless user data that helps us more accurately assess the intent behind a query. What is the difference between a 21-year-old graduate looking for “Ferrari price” and a 50-year-old businessman looking for “Ferrari price”?


The former is most certainly interested in simply knowing the price, whereas the businessman is more likely to want to buy one. Same question, two different intentions. Going beyond keywords and looking at the audience behind the query allows advertisers to better respond to user intentions and thus be better positioned by Google’s algorithm. By bidding for the sole purpose of obtaining impression shares, you will be reaching an irrelevant audience. By optimizing according to the share of clicks, you will maximize your results on your best audiences. When ads are relevant, they get better CTR, resulting in an increase in click-through share, signaling to Google that the ads are performing. Only in this situation will Google give you the top spot you deserve.

Should we bet on dissemination

Instead of just thinking about being at the top of the page, we need to focus on serving the right user, which can be measured by our click share, and then Google will position us at the top of the page, which is what we will be able to measure by our share of impressions. This can be done by tapping into all the user data available in Google, such as detailed demographics, geographies, affinity audiences, in-market audiences, and more. Think “relevance”, think “click share” first, and the rest will follow. If you still have questions about the performance of your Google Ads campaigns, do not hesitate to consult our Google Ads guide or to contact our experts!

The graph below shows the relationship between click share, first impression share and CTR over the same time period for the customer mentioned above. We can clearly see that our share of impressions has skyrocketed. So it’s not about showing our ads as often as possible, but rather showing our ads to the right audience. Geo marketing is a powerful tool used to improve prospecting . Understanding the behavior of individuals that it promotes is ideal for analyzing the geographic distribution of high potential customers and for locating potential customer pools . The results of these studies are then used to prospect for the targets most likely to respond favorably to the various offers of the company.

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