Adwords Impression Share and Yahoo Zip Targeting

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In dueling blog announcements today, Google posted some helpful tips regarding how to use their Impression Share report, while Yahoo announced that you can now geo-target users at the country, city, or zip code level.

Google's Impression share is a metric that represents the percentage of impressions your ad has gotten out of the total available impressions in the market you're targeting. The Impression Share report, available through the Google's Report Center, lets you know how you stack up against your competition, which in turn allows you to make more effective adjustments to your campaigns and increase traffic.

As for Yahoo, up until recently, their geo-targeting ability was built around Designated Marketing Area (DMA), regions determined by Nielson Media Research. This is the same Nielson group that does TV ratings and surveys. Some advertisers, though, need even more focus, especially in areas with a higher population. Yahoo now lets you target specific cities and, in a their beta feature, you can now target zip codes as well.

Finally, there is a really nice PPC case study going on over at Cash Tactics. I highly recommend that you check it out.

Now, stop reading. Start making money.

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