what is it and how to fix it

Online advertising is booming.

impression share

But, when you’re launching a digital campaign, you want to make sure you’re maximizing your efforts — and your profits — by maximizing your ad’s impression share. Your impression share tells you how well your ad is performing compared to its total potential audience, and increasing it can increase both engagement and profit.

If you’re only engaging a small portion of your target audience, analyzing your impression share is usually a good place to start. Increasing this value will help you ad to move to the top of the search engine results page (SERP). , And ultimately generate more engagement for your campaigns.

In this post, we’ll explain what impression share is and what types your marketing team can track during your online advertising campaigns.Free Guide, Template & Planner: How to Use Google Ads for Business

Every time your ad is displayed on a webpage, it is counted as an impression. Ads have the potential to drive more impressions for a variety of reasons, especially when they are keyword-savvy, catchy and relevant.

When you track impression share, you get a clear idea of ​​how well your ad is performing and how you can improve it over time , Specifically through keywords. While there are many metrics that can track how well your ads are performing, impression share helps you identify weaknesses in your ad so that you can fix it and make it more engaging for your audience. Can

Read on to learn about the different types of impression share that your business can track to generate more engagement for its advertising campaigns.

Impression share types

search impression share

Search impression share is the impression share of your ad on a search network. according to googleA search network is “a group of search-related websites where your ads may appear,” including Google search results, Google apps like Maps and Shopping, and websites from Google search partners. This metric is the number of impressions your ad received divided by the number of impressions received on the Search Network.

This metric is heavily influenced by budget. If your daily budget is less on Google, your ad won’t show after you reach your budget. This means that your ad is getting impressions, but is still missing out on more engagement because of this daily limit.

If you don’t want to spend a lot on your campaign, another way to improve search impression share is to focus on your ads’ Quality Score, Target, Bid and Conversion Rate. These metrics measure the effectiveness of your advertising and improving them will result in more engagement.

display impression share

Google defines its Display Network as a group of over two million websites, videos and apps where ads can appear. Display Network sites access 90% Number of Internet users and can show your ads in a specific context, or to a specific audience.

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. Or, you can reduce the number of placements to make your campaign more cost-effective, but this will reduce the frequency with which your ad is shown. The best approach is to test placement numbers until you reach a point where you can optimize for impression share without increasing your campaign budget.

target impression share

Target impression share provides an automated way to bid on ads. With this tool, you can set automatic bids for your campaign, which gives your ad a better chance to reach the top of SERP. And, with a more prominent position on the search results page, your ad is likely to receive 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 many options for customized This also. For example, you can set it up to bid for a certain part of the page – such as the top half – or for certain times and locations.

adwords impression share

Wondering how to access your impression share data in Google Ads?

Once you’ve logged into your ad account, simply go to Campaigns > Columns > Modify Columns > Competitive Metrics > Impression Share, then click Save.


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Now, your impression share will appear in a table that you can download.

exact match impression share

Exact match impression share is just what it sounds like. This metric compares impressions received for your ad to impressions received for searches that exactly match your keywords. You can use exact match impression share to improve your keywords and improve your ads.

Find lost impression share

The “Search Lost Impression Share (Buzz)” column shows you the percentage of impressions you’re missing because of your budget. A high percentage here can mean that investing in a large budget can boost your advertising efforts and sales in the long run.

The “Search Lost Impression Share (Rank)” column shows you how many impressions you’re losing based on low rank. If this percentage is high, advertisers should consider increasing rank through Quality Score and cost-per-click rates. quality score Evaluates your keywords’ past performance, ad relevance, landing page experience, and expected clickthrough rate.

If your Search Lost Impression Share (Rank) is high, consider making adjustments to your campaign’s keywords and creative assets. A relevant ad with good keywords will rank higher on 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.

As Google Explains, “Eligible impressions are estimated using a number of factors, including targeting settings, approval status, and quality.” Once the maximum number of impressions is determined, all you have to do is divide the number of impressions that the ad received by the maximum number of impressions that Google decides it is eligible for.

We can see how this formula is written in the example below.


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We can modify this formula to find out the total number of impressions that our ad is eligible for. For example, if we already know our impression share, we can reformat the formula to look like this.


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Example of impression share formula

Let’s say we created an ad and Google says there are 5,000 potential impressions available. After tracking our ad performance for a month, we recorded approximately 4,000 impressions. This would mean that our impression share is 80% (4,000 recorded impressions / 5,000 available impressions = 80% impression share).

Impression share is a handy metric for determining how well an advertising campaign is performing and what your team can do to help it reach its full potential. By tracking impression share, you can automate bids, optimize your budget, and track keywords and Quality Score to reach your target audience more often and generate more brand awareness and profit.

For more ways to drive online ad engagement, read this list of helpful SEO Tips, new call-to-action

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