What is Impression Share?
Impression Share is the number of impressions you have received divided by the estimated number of impressions that were available. Impression eligibility is based on a variety of factors, including: Quality Scores, Ad Rank, bids, settings, and approval status. Impression Share data is available at the keyword, ad group, and campaign level.
Types of Impression Share
Search Impression Share: This metric is found by dividing the number of impressions received on the Search Network divided by the estimated number of impressions you were eligible to receive.
Search Lost IS (budget): The figure represents the percentage of instances that ads were not shown on the Search Network due to inadequate budget.
Search Lost IS (rank): The number indicates the percentage of time that ads were not shown on the Search network due to low Ad Rank.
Search Exact Match IS: This is the number of impressions that have been received divided by the estimated number of impressions that were available on the Search Network for terms that matched your keywords exactly.
Display Impression Share: This metric is found by dividing the number of impressions received on the Display Network divided by the estimated number of impressions you were eligible to receive.
Display Lost IS (budget): The figure represents the percentage of instances that ads were not shown on the Display Network due to inadequate budget.
Display Lost IS (rank): This metric is found by dividing the number of impressions received on the Display Network divided by the estimated number of impressions you were eligible to receive.
Why is Impression Share Important?
Impression Share is a vital metric that sometimes flies under the radar when looking at a campaign’s health and overall performance. A few of the main reasons this metric is so important are:
It is a great indicator of the strength of your keyword set: If you have a very high Impression Share for both Exact Match and Standard you can feel confident that your coverage is strong. It also helps guide you to expand your keyword set through Search Query Reporting or encourage you to add more negative terms to improve campaign performance.
Helps to identify areas of missed opportunity due to budget constraints: If you have a strong performing campaign or ad group that is missing out on Impression Share due to Budget then you can simply increase budget here to gain additional conversion volume and overall campaign performance.
Ways to Improve Impression Share
Ensure that budget caps are not impeding campaign performance: If you’re consistently receiving notification that your limited due to budget, take a look at your Impression Share Lost to Budget to determine how large of a gap exists. This will help guide future budget allocation.
Increase Quality Score on terms that may be limited by Rank: It is recommended that you are running a script to keep track of your Quality Score fluctuations on a daily or weekly basis. If you have keywords that perform but are lacking on Impression you may want to work on raising the Quality Score for these terms by updating ad copy and/or the landing page.
Study Auction Insights on a regular basis: This is a great resource to get insight into the competitive landscape of your keywords. If you are seeing a drop in your Impression Share it might be attributable to new entrants to the auction that may be outranking and outbidding you.
Raise your bids to be more competitive: If all else fails to increase your Impression Share, it is advisable to work on bid adjustments. In order to preserve budget, you may want to focus on just Exact Match keyword bid increases and gauge performance improvements. If you are still not receiving the desired results it may be time to get more aggressive and work on bid increases on your Phrase & Broad match terms as well.
Want to learn even more about Google AdWords and Paid Search? Check out our Resource Library!