What Impression Share Is And How To Improve It
Even though Impression Share isn’t the most well-known metric in Google Ads, it’s certainly an important one. Not only does it give you an idea of how many available impressions you’re actually getting, but it can help to pinpoint areas for opportunity and improvement within your campaigns.
Impression Share is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. Or, as Google puts it;
Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.
Impression share = impressions/total eligible impressions
How is eligibility determined?
Your eligible impressions are based on your ad targeting settings, bids, and relevancy. Approval status contributes to this as well – even “Approved: Limited” may have an effect.
You can already see why it’s so important. It’s the biggest indicator of how much your ads are showing, versus how much they could be showing. How much are your ads actually being seen? Do you need to improve your ranking?
How To Improve Your Impression Share
You can gain impression share in two ways; by improving your rank or increasing your budget.
When you don’t have enough budget, Google won’t show your ad as frequently as possible. For example, Google might slow down the delivery of your ads, or maybe you run out of budget too early, causing you to miss out on impressions later in the day.
Increasing your budget to facilitate more impressions is probably the easiest way to improve your chances of being seen. That being said, you should not be raising your budget if it’s not profitable to do so. You might also want to evaluate your keywords and search terms in more detail to find out if the impressions that you’re currently getting are actually worthwhile.
The other major factor affecting your impression share is your rank. The easiest way to improve your ad rank is to raise your bids, but ad rank is also related to your relevancy. Quality scores are really important here, so ensure that these are as high as possible. There are lots of factors in quality score, but in short: make sure your keywords and ad copy are relevant and engaging, and make sure your landing pages are tailored to suit them as well.
As a business owner, your core interest is in whether you’re missing out on opportunities and also whether the impression share you have right now is being put to good use.
If you need help accessing your Impression Share data, read our article How to Find Impression Share in Google Ads.
If you’d like to learn more or discuss this in the context of your business, contact us today!
Written by Gemma Renton