SEARCH IMPRESSION SHARE GOOGLE ADS HOW TO

If you’re losing out of impression shares on an otherwise high-converting campaign just because of budget restrictions, there’s a relatively simple fix: increase your budget. All should be aligned and you should make sure that if your customer is searching for “termite exterminator” that they see an ad for “termite exterminator ” it will rank higher than ad copy advertising “pest control.” Your quality score will be affected by the expected click-through rate (CTR), the ad relevance to the targeted keywords, and the landing page you send users to. Giving your quality score a boost can be a little more complicated. Raising your bid is quick and easy, but you should do so carefully to ensure that your campaigns will still yield a high ROAS. This gives you two options: you can raise your bid, or you can try to increase your quality score. If you’re coming in at ad rank six and the search is only showing three results, you’ve lost the placement.

Rank is calculated by multiplying your quality score and your maximum CPC bid, so if either is too low, then you’re going to have a lower ad rank. If you’re missing out on impressions due to a low ad rank, your Google Ads quality score could be too low or you bid is too low. You can use this information to immediately troubleshoot a few potential problem areas with your ad campaigns. If you click on your impression share rating in the ads manager, it will open up a graph showing you the impressions you’re getting (in green), the impressions you’re missing due to a low ad rank (yellow), and impressions you’re missing due to budget restrictions (blue). Assess What’s Causing The Lost Impressions

Let’s take a look at how exactly you can do this.

How to Maximize Your Impression Share on Google Adsīeing able to see your impression share is interesting, but being able to use that data to increase the percentage of eligible impressions you actually get is even better. Enabling a few additional metrics will tell you how often you’re losing impression shares due to low rank or budget. While learning what your impression share is can be valuable, it’s typically more useful to use these metrics for troubleshooting. Then, look for “competitive metrics” and enable “search impression share.” Once you do this, hit “save and apply,” and you’ll see the impression share metric appear when you’re viewing specific keywords in your ad groups. If your analytics doesn’t currently have impression share data as a default metric in the ads manager (mine didn’t), you can add it in. Impression shares are detailed in status, ranging from Very Low to Very High, with “Average” hanging out right in the middle. Once your campaigns are active, you’ll start to see impression share data in your campaign manager and analytics. “Eligible” here means the number of placements you actually had a chance of appearing in, and it includes factors like targeting, keyword, and even bid.Īnd it’s important to note that impression shares are calculated differently for each campaign, even if you have overlapping keywords.

It goes without saying that you want your impression share to be as high as possible, because it means that you’re landing as many relevant placements as possible and getting every chance you can to connect with your audience. Impression Share = Total number of actual impressions / total number of eligible impressions you potentially could have appeared in Google Ads’ impression share is a useful metric that tells you what share of the targeted, eligible searches that you actually appear in. The keyword stayed exactly the same, but the ads shifted.Įven the ads that appeared in both searches had different placements. This is particularly common for competitive keywords, like the example below. It’s why you might Google the same keyword twice, and get completely different ad results each time. What is the Impression Share Metric and Why Does It Matter? Your impression share metric can help you assess the percentage of placements you’re actually appearing in, and in this post, we’re going to look at how to find and improve your impression share on your Google Ads campaigns. A number of factors go into determining which advertiser gets which placement and how they rank, and you almost certainly will not show up in 100% of the searches you’d like to. In reality, however, that’s not what happens. In the ideal world, that’s how it would work for advertisers and your ad could appear in the sponsored results for every keyword you wanted. You’ve set a competitive bid and a high budget, and now you just have to wait to appear in every single search for every keyword you targeted. When you create your first Google Ads campaign, it’s easy to feel like you’re ready to go out, guns blazing.

SEARCH IMPRESSION SHARE GOOGLE ADS HOW TO

Search impression share google ads