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Make an Impression, with Adwords Impression Share Data

What is impression share?

 

Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive.

 

Eligibility is based on

 

  1. Your ads' current targeting settings

  2. Approval statuses

  3. Bids

  4. Quality Score

Impression share data is available at

 

  1. Campaign level

  2. Ad group level

  3. Keyword level

You can also view impressions share data on the Dimensions tab "Time" reports.

 

Available network-specific impression share metrics

 

      Search Network Impression Share

 

  • Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.

  • Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget. This data is available only at the campaign level.

  • Search Lost IS (rank): The percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.

  • Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword).

     

    Display Network Impression share data

     

  • Display impression share: The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive.

  • Display Lost IS (budget): The percentage of time that your ads weren't shown on the Display Network due to insufficient budget. This data is available at the campaign level only.

  • Display Lost IS (rank): The percentage of time that your ads weren't shown on the Display Network due to poor Ad Rank. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.

 

How to view Campaign Level impression share data?

 

Sign in to your Adwords account  > Click the ‘Campaign’ tab > Click the ‘Columns’ button > Choose customize columns > Click competitive metrics > Add the impression share columns.

 

Ad group level and keywords level impression share data

 

You can view impression share data for specific ad groups and keywords by enabling the "Impression share" column on the Ad groups and Keywords tabs. You should add the impression share columns on each tab to view the data.

 

How to analyze impression share data?

 

Impression share data helps you to identify potential opportunities you have, to get more impressions and clicks. It will give you an idea of the volume of traffic that you currently have or missing. It will also give you a more clear idea about the reason for drop in impression share, whether it is the budget or your ad rank.

 

Personally I consider 70% or above as a good impression share. But remember that, for a campaign which has 70% overall impression share, you are still missing 30% of the available impressions.

 

Your impression share loss can be because of two major reasons

 

  1. Due to Budget

  2. Due to Rank

How to improve your impression share?

 

Lost Impression Share (Budget)

 

This data shows how much impression share you are missing; due to an insufficient budget (Limited by Budget in the status column of the campaign table next to your campaign is an indication of insufficient budget).

 

Increase your daily budget to improve your impression share lost due to budget.

 

Make sure the improved impression share is producing positive results. The increased impression share should bring in more quality clicks and conversions.

 

Lost Impression Share (Rank)

 

This shows how much impression share you are losing due to your low ad rank.

 

Your ad rank depends on your Bid and Quality Score (Ad rank = Bid X Quality Score)

 

So if you want to improve your impression share due to poor ad rank, you should try to increase your keyword bid and quality score.

 

Increasing your bids is the easiest way to get immediate results. Rather than increasing all the keyword bids one good way is bid optimization after analyzing your ad group level impression share. Analyze your ad group impression share data and find the ad groups with the largest impression share loss. Increase your bids in small increments. Analyze the results, and make sure the results are positive.

 

Increase your quality score for long term success

 

Follow the best practices to improve your Quality Score. Create tightly themed ad groups, write specific and compelling ad copies, use high quality landing pages and appropriate ad extensions, and optimize your campaigns for great click through rates. This strategy will not only improve your impression share lost due to ad rank, but it will also improve the overall performance and profitability of your campaigns.

 

Exact Match Impression Share

 

Exact match impression share is the percentage of impressions that your campaign received for searches that exactly matched your keyword, divided by the estimated number of exact match impressions you were eligible to receive.

 

This data can help you to determine your impression share for just the specific keywords you are targeting. With the help of exact match impression share data, you can determine whether your impression share is low on all searches (including exact match), or only on those searches that broadly match your keywords.

 

If your exact match impression share is high but your overall impression share is low, that means your ads are not displayed to the fullest potential to the other keyword variations. To make improvements,

 

  • Run a ‘search term’ report (Select the specific campaign > Click the ‘Keywords’ tab > Click the ‘Details’ button > Search Terms – All).

  • Find the keywords that are relevant to your business but not exactly matching the keywords in your campaign.

  • Add the relevant terms as keywords in your account. This will help you to improve your impression share as you are adding more relevant variations of your targeted keywords.

  • Add the irrelevant keywords from the search terms report as ‘Negative Keywords’.

Parting thoughts

 

Always remember impression share improvements come with additional cost (increased budget, bids or the additional click costs from the additional impressions). So make sure this additional cost is bringing in additional revenue for you.

 

A higher impression share is a good indicator of the reach of your Adwords campaigns. Getting 100% impression share is a great thing. But make sure those impressions are resulting in qualified visits (with a good CTR) and great conversion rates, increasing your profits!

about Deepak V

I am a freelance AdWords account manager and strategist, helping businesses worldwide. I have been a paid search account manager since 2007. And I specialize in AdWords account planning, management and conversion rate optimization. My interaction with the AdWords community started few years ago. Ever since, it has been an amazing journey interacting with my fellow AdWords users, learning more and helping others.

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