In Google Ads, impression share (IS) represents the percentage of your ad’s potential impressions that you actually receive. It’s a metric that helps you understand how often your ad is showing compared to how many times it could be showing based on your keywords and bidding strategy.
Here’s a breakdown:
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What it measures:Impression share calculates the ratio of your ad’s actual impressions (the number of times your ad appeared on search results) to the total number of impressions you could have received.
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How it’s calculated:Impression share = Impressions / Total Eligible Impressions.
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Why it matters:It helps you identify if you’re missing out on potential audience reach. If your impression share is low, it could mean you’re not bidding competitively enough, your budget is too limited, or your ad quality isn’t strong.
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How to improve it:You can improve your impression share by increasing your bids, raising your budget, and optimizing your ad quality (e.g., improving ad copy and landing page relevance).
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Different types of impression share:Google Ads provides different types of impression share metrics, including:
- Search Impression Share: Shows how often your search ads are showing relative to other ads for the same keywords.
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Absolute Top Impression Share (ATIS): Indicates how often your ad is showing in the top position of search results.
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Exact Match Impression Share: Shows how often your ad is showing for exact matches of your keywords.
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