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How is Impressions ETV calculated?

Edward

Impressions ETV is calculated on the same principle as search volume-based ETV (a keyword’s search volume * CTR coefficient = ETV). However, instead of search volume, we use the keyword impressions metric.

Impressions ETV = keyword impressions * CTR coefficient

The metric appears in the following endpoints and APIs:

 
Using impressions data over search volume has one significant advantage — numbers are more accurate. There are only 80 possible values search volume can take. If that weren’t enough, Google distorted even these approximate numbers by lumping together semantically related keywords.

Starting from June 2016, Google Keyword Planner groups similar keywords and displays the identical search volume data for each keyword from the same group. For example, if you look at the SEO market and SEO emarketing keywords in Keyword Planner, you’ll notice that they have the same search volume of 6600.

[
  {
    "keyword": "seo market",
    "location_code": 2840,
    "language_code": "en",
    "keyword_info": {
      "last_updated_time": "2021-09-30 09:08:44 +00:00",
      "competition": 0.5027226351286803,
      "cpc": 22.504489,
      "search_volume": 6600
    }
  },
  {
    "keyword": "seo emarketing",
    "location_code": 2840,
    "language_code": "en",
    "keyword_info": {
      "last_updated_time": "2021-09-19 16:37:53 +00:00",
      "competition": 0.5027226351286803,
      "cpc": 22.504489,
      "search_volume": 6600
    }
  }
]

Given the inaccuracy of search volume, the ETV metric can become an acceptable replacement if applied wisely. That is the reason why DataForSEO incorporated impressions data alongside search volume.

As shown above, impressions ETV is calculated by multiplying a keyword’s number of impressions by the CTR coefficient of a search result. The CTR coefficient depends on the rank_group (ranking position) of a website.

Website position CTR coefficient
1 0.304
2 0.162
3 0.0973
4 0.0659
5 0.0469
6 0.0338
7 0.0256
8 0.0197
9 0.015
10 0.0113
11 0.0091
12 0.0075
13 0.0059
14 0.0056
15 0.0051
16 0.0043
17 0.0043
18 0.0033
19 0.0027
20 0.0024
21 0.0023
22 0.0022
23 0.0021

For positions 23 – 100, the coefficient is 0.0021.

If SERP contains paid results, the outcome should be additionally multiplied by one of the following coefficients.

Please note that we consider paid elements only. Shopping, popular_products, knowledge_graph_shopping_item, and other advanced paid elements are not taken into account.

Website position Coefficient
1 0.76
2 0.78
3 0.81
4 0.86
5 0.91
6 0.93
7 0.96
8 0.978
9 0.97
10 0.95
11 0.94

For positions 11 – 100, the coefficient is 0.94.

So if your website ranks, say, third in organic search for a keyword with 5700 impressions, your impressions ETV for this keyword will be:

 
However, when it comes to calculating impressions ETV for paid search only, we use completely different coefficients.

Paid result position Coefficient
1 0.0711
2 0.03
3 0.0219
4 0.0215
5 0.0161
6 0.0104
7 0.0089
8 0.0075
9 0.0055
10 0.005

So if you run a PPC campaign for a keyword with 5700 impressions, and your ad is displayed first in SERP, your estimated paid monthly traffic for this keyword will be: 5700 * 0.0711 = 405.27.

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