What is impression share
According to Google, impressions share metric is the percentage of search impressions your ad received to the total number of impressions that your ads could get. In a simple language this metric compares your ad performance with other ads which are bidding on the similar keywords in a similar target location.
Here is the Google’s impression share formula
Impression share = impressions / total eligible impressions
For example: if your set of keywords were searched 1,000 times in a month on google search pages, (which we call Avg monthly searches), that 1,000 number is your eligible impression count, however, if your search ads were only seen 500 times, you have 50% of the impression share.
This metrics is available on campaigns level, Ad Groups, shopping campaigns products groups and keywords.
Why impression share is important
It is one of the most important metrics for any Google Ads expert, because this shows the potential opportunities to improve your campaign performance and also shows how you can improve it. Whether, your campaigns are losing maximum impression is due to rank or budget.
Types of Impression Share
- Search Impression Share: According to Google, For a set of keywords in particular target locations, the impressions received on the google search page (SERP) is divided by the estimated number of impressions you were eligible to receive.
- Search / Display Lost IS (budget): The percentage of the time that your ads are missing out because of low budget and this metric is available on campaign level only.
- Search / Display Lost IS (rank): This shows the percentage of search impressions lost because of the low rank of the keywords. Google calculate ad ranking: Quality score x Max CPC Big = Ad Rank
- Search Exact match impression share: The percentage of impression received on the exact keyword keyword type.
- Display Impression Share: According to google “The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive:
How to improve search impression share:
There are many factors affecting the eligible impression share like quality score, targeting method, bidding methods, keywords, landing page or competition. First we need to identify the reason for impression share loss and how to fix it.
- Consider increasing the budget if you’re losing more than 20% of your impression share (IS). If you’re on a tight budget, try to restrict your target locations.
- If you’re losing more than 50% of your impression share (IS) due to a low ad rating, figure out why. Is it because of the landing page, ad copy, keywords, or quality score?
- Keyword analysis: Double-check that the keywords that are bringing you results are the most appropriate ones, and pause all obsolete, common, and non-performing keywords.
- If ad relevance is below average, than consider creating more relevant ad copies
- Optimize landing pages for better relevancy score and try to create different landing pages for each specific topic.
Every click costs money in the digital advertising world, and every click missed is a missed business opportunity. As a result, the impression share metric is critical; it identifies possible opportunities to boost your campaign’s success while also keeping an eye on rivals bidding on similar keywords in your target locations.