If you're not looking to spend more on your campaign, another way to improve search impression share is to focus on the quality score, target, bid, and conversion rate of your ads. These metrics gauge the effectiveness of your ad and improving them will lead to more engagement. Google defines its Display Network as a group of over two million websites, videos, and apps where ads can appear.
With display campaigns, you can increase your ad placements to improve impression share, but you'll need to adjust your budget to accommodate this increase as well. Or, you can decrease your number of placements to make your campaign more cost-effective, but this will reduce the frequency of your ad's display.
The best approach is testing the number of placements until you've reached a point where you've optimized impression share without going over your campaign's budget. Target impression share provides an automatic approach to bidding on ads. With this tool, you can set automated bids for your campaign, which gives your ad a better chance of reaching the top of the SERP. And, with a more prominent position on a search results page, your ad is likely to gain more impressions over time.
Although impression share is only available per campaign, you can track target impression share for all of your campaigns at once. There are plenty of options for customizing it, too. For example, you can set it to bid for a certain section of the page — like the top half — or for certain times and places.
Image Source. Exact match impression share is just as it sounds. This metric compares the impressions your ad received compared to how many it was eligible to receive for searches that exactly match your keywords. You can use exact match impression share to hone in on your keywords and improve your ads. The "Search Lost Impression Share budge " column shows you the percentage of impressions that you're missing out on because of your budget. A high percentage here may mean that investing in a larger budget could boost your advertising efforts and sales in the long-run.
The "Search Lost Impression Share rank " column shows you the number of impressions you're losing based on a low rank. If this percentage is high, advertisers should consider how to boost rank through quality score and cost-per-click rates. Quality score evaluates your keywords' past performances, ad relevance, landing page experience, and expected clickthrough rate. Consider making adjustments to your campaign's keywords and creative assets if your search lost impression share rank is high.
A relevant ad with great keywords will rank higher on the SERP, which can lead to more impressions, clicks, and sales. If you want to manually determine the impression share for an ad, below is a formula that can help you calculate it. Impression share is calculated by dividing the number of impressions received by the number of total impressions that the ad was eligible for.
As Google explains , "Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality.
We can also modify this formula to find the total number of impressions that our ad is eligible for. For instance, if we already know our impression share, we can reformat the formula to look more like this. Let's say we created an ad and Google says there are 5, potential impressions available.
Impression share can really give you a great indication of how you can act on low-performing keywords. Whether it is increasing bids or daily budget , improving the overall quality of your ad and keywords, or using search terms to identify new keywords and negatives, you have many options for improvement before considering pausing a keyword.
If you have questions about how to interpret impression share, leave a comment or reach out to your Customer Success rep. Home Blog. Last updated: April 16, Paid Search Marketing. Types of Impression Share in Google Ads There is more to impression share than just a simple number; there are different facets that you can use to get an even greater depth of analysis. The different breakdowns for impression share are as follows: Search impression share — your impression share strictly for impressions generated through the Search Network.
Display impression share — your impression share strictly for impressions generated through the Display Network. Search lost impression share budget — the percentage of impressions you lost out on for the Search Network due to an insufficient budget this is available at the campaign level only.
Display lost impression share budget — the percentage of impressions you lost out on for the Display Network due to an insufficient budget this is available at the campaign level only. Search lost impression share rank — the percentage of impressions you lost out on for the Search Network due to low ad rank.
Display lost impression share rank — the percentage of impressions you lost out on for the Display Network due to low ad rank. Search exact match impression share — your impression share from the Search Network for search queries that matched your keywords exactly.
Resources with metrics. Resources without metrics. Query Builder. This metric is reported only for display network. When this column is selected with date, the values in date column means the conversion date. This number doesn't include whether or not calls were connected, or the duration of any calls. This metric applies to feed items only. This amount is the total cost of your ads divided by the total number of interactions.
This amount is the total cost of all ad engagements divided by the total number of ad engagements. The average CPV is defined by the total cost of all ad views divided by the number of views. Imported from Google Analytics. Note: Content budget lost impression share is reported in the range of 0 to 0. Any value above 0. Note: Content impression share is reported in the range of 0. Any value below 0. Note: Content rank lost impression share is reported in the range of 0 to 0. The date is in the customer's time zone.
This firing event may not have been the result of an attributable conversion e. If you use conversion-based bidding, your bid strategies will optimize for these conversions. This is the number of ad expansions divided by the number of times your ad is shown. An engagement occurs when a viewer expands your Lightbox ad. Also, in the future, other ad types may support engagement metrics. The percent of your ad impressions that are shown as the very first ad above the organic search results.
Active view measurable clicks divided by active view viewable impressions. The ratio of impressions that could be measured by Active View over the number of served impressions. The percentage of time when your ad appeared on an Active View enabled site measurable impressions and was viewable viewable impressions.
The total number of conversions. The number of times people clicked the "Call" button to call a store during or after clicking an ad. The number of times people clicked a "Get directions" button to navigate to a store after clicking an ad. All conversions from interactions as oppose to view through conversions divided by the number of ad interactions. The number of times people clicked a link to view a store's menu after clicking an ad.
The number of times people placed an order at a store after clicking an ad. The number of other conversions for example, posting a review or saving a location for a store that occurred after people clicked an ad.
Estimated number of times people visited a store after clicking an ad. The number of times that people were taken to a store's URL after clicking an ad. The value of all conversions. The value of all conversions divided by the total cost of ad interactions such as clicks for text ads or views for video ads.
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