Exact Match Impression Share[ Edited ]
November 2013 - last edited November 2013
I have some adgroups with only one exact match type keyword , I measured them using the exact match impression share YoY ( October 2012 & 2013) and realized that some keywords have have improved and others have fallen.What exactly does this data tell me?
Re: Exact Match Impression Share
If you are talking about Search network Exact Match Impression Share, it's actually your impressions divided by estimated impressions you were eligible to receive on Search Network for search terms that matched your keywords or it's close variants.
Based on above definition, chances are that some of your keywords might have shown improvement and some might have gone down. So you should keep reviewing your search terms and try to apply the most relevant ones as keywords to imptove this metric.
Hope this helps!