What is Impression Share?

Impression Share (IS) is a critical metric used in digital advertising, particularly in pay-per-click (PPC) campaigns like Google Ads. It measures the percentage of times your ads are shown compared to the number of opportunities your ads had to display based on your targeting settings. Essentially, it’s an indicator of how often your ads are appearing about how often they could potentially appear.

Understanding Impression Share is essential for optimizing advertising campaigns. It provides insights into the effectiveness of your ad placements and highlights areas for improvement.

How is Impression Share Calculated?

Impression Share is calculated using the following formula:

Impression Share=Number of Impressions ReceivedTotal Eligible Impressions\text{Impression Share} = \frac{\text{Number of Impressions Received}}{\text{Total Eligible Impressions}}Impression Share=Total Eligible ImpressionsNumber of Impressions Received​

• Number of Impressions Received: This is the number of times your ad is actually shown to users.
• Total Eligible Impressions: This refers to the total number of times your ad could have been shown, based on the keywords, audience settings, budget, and ad rank.

For example, if your ad was eligible to appear 1,000 times but only appeared 700 times, your Impression Share would be 70%. This means your ads are shown 70% of the time they could have been shown.

Types of Impression Share

There are several different types of Impression Share metrics available, each providing unique insights into your ad campaigns:

1. Search Impression Share: This metric measures the Impression Share specifically for search network campaigns. It tells you how often your search ads are shown compared to the number of times they could be shown.
2. Display Impression Share: Similar to Search Impression Share, this metric applies to display network campaigns. It measures how often your display ads are shown compared to the number of times they could be shown.
3. Search Exact Match Impression Share: This is a more specific version of the Search Impression Share metric. It only considers exact match keyword impressions, providing a clearer view of performance for highly targeted keywords.
4. Search Lost Impression Share (Budget): This metric shows the percentage of time your ads didn’t appear due to budget constraints. A high percentage here indicates that increasing your budget could result in more impressions and potential clicks.
5. Search Lost Impression Share (Rank): This metric indicates the percentage of time your ads didn’t appear due to low ad rank. Factors like Quality Score, bid amount, and ad relevance play a significant role in determining ad rank.

Why is Impression Share Important?

Impression Share is a valuable metric for several reasons:

• Identifying Missed Opportunities: Impression Share helps you identify opportunities where your ads could have appeared but didn’t. A low Impression Share might indicate that your ads are not reaching their full potential audience, either due to budget constraints or low ad rank.
• Budget Management: By analyzing Impression Share, you can make informed decisions about budget allocation. For instance, if your Search Lost Impression Share (Budget) is high, it may be worth increasing your budget to capture more impressions.
• Improving Ad Rank: If your Search Lost Impression Share (Rank) is high, it could indicate that your ads aren’t competitive enough. You may need to improve your ad quality, increase your bids, or refine your keywords to boost your ad rank.
• Benchmarking Performance: Impression Share can serve as a benchmark for your campaign’s performance. By monitoring this metric over time, you can assess how changes in your strategy impact your ad visibility.

Factors Affecting Impression Share

Several factors can influence your Impression Share, including:

1. Budget: A limited budget can restrict the number of times your ads are shown. If your budget runs out before the day ends, your ads won’t appear, leading to a lower Impression Share.
2. Ad Rank: Ad rank is determined by your bid amount, ad quality, and the expected impact of ad extensions and other ad formats. A low ad rank can prevent your ads from showing, reducing your Impression Share.
3. Targeting Settings: Your geographic targeting, device targeting, and audience settings can all affect your eligible impressions. Narrow targeting may lead to fewer eligible impressions, potentially lowering your Impression Share.
4. Keyword Match Types: The match types you use for keywords (broad, phrase, exact) can influence how often your ads are shown. Broad match keywords may generate more eligible impressions, while exact match keywords might result in fewer but more targeted impressions.
5. Competitor Activity: The level of competition in your industry and the strategies your competitors employ can impact your Impression Share. High competition may lead to lower ad visibility if your ads aren’t as competitive.

How to Improve Impression Share

Improving your Impression Share involves making strategic adjustments to various aspects of your ad campaigns. Here are some tips to increase your Impression Share:

1. Increase Your Budget: If your Impression Share is low due to budget constraints, consider increasing your daily budget to capture more impressions.
2. Enhance Ad Quality: Improving the quality of your ads can lead to a higher ad rank, resulting in a better Impression Share. Focus on creating relevant, engaging ad copy and using high-quality keywords.
3. Refine Your Keywords: Review your keyword strategy to ensure you are targeting the right audience. Consider using a mix of broad, phrase, and exact match keywords to maximize your reach and relevance.
4. Adjust Your Bids: If your ads aren’t showing due to low bids, increase your bids to become more competitive in the auction. However, ensure that higher bids align with your overall budget and campaign goals.
5. Optimize Targeting Settings: Review your targeting settings to ensure they align with your campaign objectives. Expanding your geographic or device targeting could increase your eligible impressions.
6. Monitor Competitor Activity: Keep an eye on your competitors and adjust your strategy accordingly. Understanding your competitors’ actions can help you find new opportunities to increase your Impression Share.