How to increase impression share in Google Ads?
Posted: Tue Dec 24, 2024 9:44 am
As we like to say, Impression Share is the best indicator of your account health and can be viewed at the campaign, ad group, product group, and keyword levels.
Let's start with the definition of impression share. According to Google , impression share is the percentage of impressions that your ads receive out of the total number of impressions that your ads could have received or are eligible for.
After launching your Google Ads campaign, you want to make sure your efforts are paying off. By tracking your impression rate, you'll have a clear idea of how your ad is performing and whether you need to increase your budget to reach even more people.
Let's say Google estimates that there are 10,000 potential impressions available for your new ad. After tracking your performance for a while, you're seeing around 9,000 impressions. In conclusion, this means that your impression share is 90% (9,000 impressions / 10,000 available impressions = 90% impression share).
Impression share = number of impressions / number of eligible impressions
What are eligible impressions and how does Google determine them? Let's just say there are many factors, some of which could be approval status, the quality of your ad, goal settings, and many others.
Impression share types
Let's look at a few different types of impression share that will give you valuable insight into your Google campaigns:
Search impression share – the number of impressions you received on the search network divided by the approximate number of impressions for which you were eligible;
Display impression share – the number of impressions you received on display ads divided by the approximate number of impressions you were eligible for;
Lost search impression share (budget) – the percentage of time jordan phone number data your ads did not appear on the search network due to insufficient budget;
Lost Display Ad Impression Share (Budget) – the percentage of time your display ads did not appear on the search network due to insufficient budget;
Lost search impression share (rank) – the percentage of time your ads did not appear on the search network due to poor ad rank in the auction;
Lost Display Ad Impression Share (Rank) – the percentage of time your display ads did not appear on the search network due to poor ad rank in the auction;
Exact match impression share - the number of impressions you received divided by the estimated number of impressions you were eligible for on the search network for terms that exactly match your keywords.
The importance of view share data is now clear and can be simply viewed as:
Impression share display - the higher the number of impressions, the more often your ads are shown and the higher your chances of conversions
How to increase impression share?
By tracking all these indicators, you will have a clear picture of how your campaigns are performing.
Before pausing those low-traffic campaigns, take a look at a few strategies you can use to improve their performance:
Optimize your budget
Some might say, “Increasing your budget solves everything.” Well, maybe it does, and Google would be happy to take more money. After all, your budget controls how often your ads will show, so increasing your budget is one of the fastest ways to increase your overall impression share.
Adjust your geo-targeting settings
You can also increase your impression share by placing your location in a narrow area. Focus on smaller but effective areas where you will have more control over your audience.
Improve your quality score
If your Quality Score is low, it can also affect your impression share and reduce your visibility. When creating your ad, make it as relevant as possible to your target audience and selected keywords.
Speaking of Quality Score – when it improves, your Ad Rank can improve along with it. A key step to this is to ensure that your headlines and text are relevant to the keywords in your ad group.
Another important element is improving the user experience. It brings both short-term and long-term goals, because users always come first.
Increase your offer
The market changes by the minute, so if your keyword ranked very high a few days ago, there's a chance it's already ranked lower today. This is where bid increases come into play, which is closely related to budget optimization. Namely, bidding higher on keywords and increasing your budget can prompt Google to position your ads more often throughout the day.
Let's start with the definition of impression share. According to Google , impression share is the percentage of impressions that your ads receive out of the total number of impressions that your ads could have received or are eligible for.
After launching your Google Ads campaign, you want to make sure your efforts are paying off. By tracking your impression rate, you'll have a clear idea of how your ad is performing and whether you need to increase your budget to reach even more people.
Let's say Google estimates that there are 10,000 potential impressions available for your new ad. After tracking your performance for a while, you're seeing around 9,000 impressions. In conclusion, this means that your impression share is 90% (9,000 impressions / 10,000 available impressions = 90% impression share).
Impression share = number of impressions / number of eligible impressions
What are eligible impressions and how does Google determine them? Let's just say there are many factors, some of which could be approval status, the quality of your ad, goal settings, and many others.
Impression share types
Let's look at a few different types of impression share that will give you valuable insight into your Google campaigns:
Search impression share – the number of impressions you received on the search network divided by the approximate number of impressions for which you were eligible;
Display impression share – the number of impressions you received on display ads divided by the approximate number of impressions you were eligible for;
Lost search impression share (budget) – the percentage of time jordan phone number data your ads did not appear on the search network due to insufficient budget;
Lost Display Ad Impression Share (Budget) – the percentage of time your display ads did not appear on the search network due to insufficient budget;
Lost search impression share (rank) – the percentage of time your ads did not appear on the search network due to poor ad rank in the auction;
Lost Display Ad Impression Share (Rank) – the percentage of time your display ads did not appear on the search network due to poor ad rank in the auction;
Exact match impression share - the number of impressions you received divided by the estimated number of impressions you were eligible for on the search network for terms that exactly match your keywords.
The importance of view share data is now clear and can be simply viewed as:
Impression share display - the higher the number of impressions, the more often your ads are shown and the higher your chances of conversions
How to increase impression share?
By tracking all these indicators, you will have a clear picture of how your campaigns are performing.
Before pausing those low-traffic campaigns, take a look at a few strategies you can use to improve their performance:
Optimize your budget
Some might say, “Increasing your budget solves everything.” Well, maybe it does, and Google would be happy to take more money. After all, your budget controls how often your ads will show, so increasing your budget is one of the fastest ways to increase your overall impression share.
Adjust your geo-targeting settings
You can also increase your impression share by placing your location in a narrow area. Focus on smaller but effective areas where you will have more control over your audience.
Improve your quality score
If your Quality Score is low, it can also affect your impression share and reduce your visibility. When creating your ad, make it as relevant as possible to your target audience and selected keywords.
Speaking of Quality Score – when it improves, your Ad Rank can improve along with it. A key step to this is to ensure that your headlines and text are relevant to the keywords in your ad group.
Another important element is improving the user experience. It brings both short-term and long-term goals, because users always come first.
Increase your offer
The market changes by the minute, so if your keyword ranked very high a few days ago, there's a chance it's already ranked lower today. This is where bid increases come into play, which is closely related to budget optimization. Namely, bidding higher on keywords and increasing your budget can prompt Google to position your ads more often throughout the day.