Google Ads impression share is one of the most essential AdWords optimization indicators. It identifies budget or bid concerns that are causing non-performing keywords and is thus an excellent indicator of whether your ads will achieve their potential success.
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Simply explained, impression share (IS) is the number of impressions your ad received divided by the possible number of impressions. Impression share equals impressions divided by total eligible impressions.
Where ‘eligible impressions’ are determined by a variety of factors, including your campaign’s targeting parameters, approval statuses, the quality of your ads and keywords (quality scores), and bids,.
What is Impression Share?
Impression share (IS) is pretty much what it says. Google Ads assesses the total number of impressions a keyword or search phrase has the potential to generate.
In reality, your ads receive a certain number of impressions, depending on a variety of account settings. Examples include bids, budget, device targeting, and quality score (among other factors).
Search impression share displays the percentage of impressions of your ads obtained relative to the total impressions you were eligible for.
Tips to improve your Google Ads impression share
If you believe that improving your impression share corresponds with your account’s aims, try these Google Ads impression share tips:
Set your impression-sharing goals
To track your development, you must first benchmark your current impression share numbers. If you don’t know what impression share is feasible to aim for, you won’t know where to begin when it comes to implementing the best impression share approach.
First, keep track of all of your current impression share numbers across your account. Evaluate advertising expenses to determine the feasibility of increasing the impression share percentage.
Finally, while defining impression share goals for regular search and shopping ads, advertisers should consider the auction insights report. Because Auction Insights shows how you rank on the SERP compared to competitors, this report can help you set impression share targets.
Location
How can you make getting a greater impression share easier? You reduce the size of your impression share pool! A smaller locale allows for a better impression share because there are fewer qualified users to show up based on their physical location. This can be an excellent strategy for a local business to target audience members nearby who are more likely to convert.
Refine your keyword list
Another strategy to improve your targeting and raise your impression share is to refine your keywords to just include high-intent core terms. When optimizing for a certain measure, such as impression share, it’s important to consider search intent to ensure your ads appear when they’re most relevant.
When you target keywords with transactional purposes rather than informational intent, you limit your eligible impressions to visitors who are further along in the buyer’s journey.
Diversify your campaign types
This Google Ads impression share tip should come as no surprise, given the growing popularity of campaign types other than the usual search or display advertising. When calculating your impression share, you should examine your account as a whole. Try to use a range of campaign types to fill in the gaps that impression share rates cannot.
Leveraging a variety of methods, including video and local service ads, will help improve your company’s overall success on Google Ads. Furthermore, using several campaign types ensures that you maximize your impression potential across all touchpoints in your customer’s journey.
Elevate your ad copy
While you should experiment with a variety of campaign types to increase your overall impression share, you should also prioritize ad quality. Strong ads rank higher on SERPs, raising top impression rates and total impression share. (Additionally, it can help raise conversion rates!)
Check your ad copy for essential elements such as keywords, power phrases, and calls to action. Additionally, you may wish to include more ad assets (previously known as ad extensions), such as photos and structured snippets, to help your ad take up more SERP real estate.
Why is impression sharing important?
Impression share numbers are crucial because they demonstrate how your ads compare to other ads. If a term, ad group, or campaign is underperforming, they highlight missed chances and areas that could be optimized.
When examining the impression share numbers described above, you can determine whether a campaign worked poorly owing to financial limits. You can also determine when keywords perform poorly over time due to a low ad rank.
Conclusion
Impression share stats are an important part of every Google Ads account. These metrics assess the effectiveness of your ads by comparing actual impressions to anticipated impressions. There is no one-size-fits-all solution to increasing Google Ads impression share metrics.
Different campaigns, ad groups, and keywords will necessitate a different strategy. Understanding your Google Ads visibility and market share is crucial for campaigns, ad groups, and keywords.
Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.