Then you can make the necessary changes to combat it. Key metrics provide insights into which factors are impacting performance. There can be a number of reasons behind poor impression share. Paying attention to impressions and position metrics can help you make sure your ads get enough visibility to meet your advertising goals.Īnalyzing impression metrics and average position together can also tell you a lot about campaign performance issues. In turn, this can lead to low impressions and conversions. The granularity of impression share lost due to budget or rank explains exactly what changes you need to make in order to improve ad position.īidding too low on keywords can prevent your ads from appearing on the first page. Impression data can tell you why a keyword may be performing poorly. Search absolute top impression share and Search top impression share are valuable indicators of available opportunity to show your ads in more prominent positions. For example, knowing what percentage of eligible top impressions your ads capture helps you determine if you should increase your bids. Having a clear understanding of ad positioning can help you diagnose campaign performance issues and make decisions to increase your bids and quality. Google provides this illustration to distinguish between absolute top and top impression share: Search (Top) IS - Impressions you’ve received in the top location (anywhere above organic search results) compared to the estimated number of impressions you were eligible to receive in the top location. Search Absolute Top Impression Share - Impressions you’ve received in the absolute top location (the very first ad above organic search results) divided by the estimated number of impressions you were eligible to receive in the top location. (Top) % - Percent of your ad impressions that are shown anywhere above the organic search results. (Absolute Top) % - Percent of your ad impressions that are shown as the very first ad above the organic search results. In 2018, Google Ads also rolled out four new metrics that can help you understand where your ads appear on the search engine results pages: In the past, advertisers would rely on average rank to understand ad position, but that metric isn’t truly meant to describe where an ad appears on a page. Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible for on the Search Network for search terms that matched your keywords exactly (or close variants of your keyword). Search Lost IS (rank): The percentage of time your ads weren't shown on the Search Network due to poor Ad Rank in the auction.ĭisplay Lost IS (rank): The percentage of time your ads weren't shown on the Display Network due to poor Ad Rank. Search Lost IS (budget): Percentage of time your ads weren't shown on the Search Network due to insufficient budget (campaign level).ĭisplay Lost IS (budget): Percentage of time your ads weren't shown on the Display Network due to insufficient budget (campaign level). Search impression share: Search Network impressions divided by the number of impressions your ads were eligible for (campaign level).ĭisplay impression share: Display Network impressions divided by the number of impressions your ads were eligible for (campaign level). Here’s an overview of the different ways you can view impression share: Google offers a number of impression share metrics that can give you a deeper understanding of how your ads are performing. Now the impression share data will appear in your statistics table. Then you can check the boxes next to the different metrics you want to see.ĥ. From the main page menu of Google ads, click Campaigns, Ad groups, Product groups or Keywords.Ĥ. To view impression data in your Google Ads statistics table, you’ll need to modify columns in Adwords. To see if targeting impression share is an important performance goal for your account, you’ll want to get a clear picture of how many impressions your current ads are getting. How to View Impression Share DataĪdwords provides a wealth of data about impression share performance, but most advertisers don’t look at it. Here’s how to view and harness impression data for better search engine marketing. Recently, though, Google Ads introduced a number of new metrics to help advertisers better understand the role of impressions and position in ad performance.įorward-thinking advertisers can take advantage of this data to improve their bidding strategies and campaign performance. Advertisers have always prioritized position bidding over targeting impression share.
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