Whentracking your ads’ performance, you must measure informative metrics that provide insight into how your ads perform. Impression share is a critical metric for helping you understand how many people see your ads, compared to how many people could see them.
On this page, we’ll tell you everything you need to know about impression share, including:
- Impression share definition
- Impression share formula
- What a good impression share is
- Types of impression share
- How to improve impression share
Keep reading to learn more!
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Impression share definition: What is impression share?
Impression share is the percentage of impressions you get for your ads compared to the number ofimpressionsyour ad could get.
基本上,印象分享看多少时间s your ad shows compared to how many times your adcould have显示。所以,如果你的广告印象份额为60%,that means that out of all the auctions your ad could have been in, you were only in 60% of them.
You receive an impression each time your ad displays on a page. You can see your impression share at the keyword, campaign, and ad group levels inGoogle Ads.
Your impression share helps you understand yourad reach, so you can figure out how to increase it and outperform your competition.
Impression share formula: How to calculate your impression share
Want to know how to calculate your impression share? Use this impression share formula:
Impressions/total eligible impressions=impression share
The eligible impressions compose of factors likead targeting settings,bids,Ad Rank, and more.
3 types of impression share
There are multiple types of impression shares you can track.
Here are three common types of ad impression share:
1. Search impression share
The search impression share measures your impression share on search networks. With Google, for example, the search network includes Google search results, Maps, Shopping, and partner websites. If your ads appear on any of those options, it counts towards your impressions.
2. Display impression share
Another type of impression share is Display impressions. Display impressions come from ads that show on websites within aDisplay Network. These ads appear on third-party websites, typically in the margins, middle, and end of pages.
When your ads appear on these third-party websites, it counts as an impression.
3. Exact match impression share
You can also track impression share for exact matches. This impression share measures how many impressions you receive for exact matches of your keywords. Tracking this number helps you focus on relevant keywords for your search ads.
What is a good impression share?
So, what is a good impression share? Your ad impression share goal will depend upon the competitiveness of your keywords or your audience targeting.
Forlow-competition keywords, aim to have at least 90-95% of the impression share. Since these keywords have less competition, your ads should appear for most of these types of searches. For more competitive keywords, 60% is a good benchmark to aim for with your ads.
Additionally, if you targetbranded keywords, you should have an impression share of 100%. Overall, for any type of ad, your minimum impression share should be no less than 60%.
How to improve ad impression share: 3 quick tips
Now that you know what a good impression share is, it’s time to improve it. Here are three quick tips to help you improve your impression share:
1. Adjust your budget
If you find that your impression share falls below the recommended 60%, try adjusting youradvertising budget.
A common cause of low impression share is budget constraints. If you set a daily budget for your ads, but it isn’t substantial, your budget runs out quickly. As a result, your impression share drops — Google can’t show your ad any more that day, which leads to missed opportunities and a lower share impression.
By adjusting your budget, your ads can run longer, and you increase your ad impression share.
That doesn’t mean you must spend more on ads. While increasing your overall budget would help, you can also readjust your target strategy (which we’ll talk about next) to put your ad budget towards ads that already drive your desired results.
2. Improve your targeting
Improving your ad impression share may require you to adjust your targeting.
There are two main types of targeting with ads:
1. Keyword targeting
One type of targeting iskeyword targeting, which involves setting keywords for your ads so that they appear in relevant search results. When you target keywords, you pay based on competition for your keyword. If you target highly competitive keywords, you pay more for them.
一个很好的选择是调整你的目标关键词. If you analyze your keywords and find some aren’t producing the results you desire, you can refrain from targeting those keywords and put your budget towards keywords that produce better results.
2. Audience targeting
Another type of targeting isaudience targeting. If you rundisplay ads, for example, you set your target audience to put your ads before the right people.
You can increase your impression share by expanding your audience targeting. As you run your ads, you may find that you’re missing a demographic of people interested in what you offer. You can adjust your ads accordingly to reach the right people.
3. Improve your Quality Score
Want to improve ad impression share? Try improving yourQuality Score.
Quality Score measures the quality and relevancy of your ad. Google evaluates yourlanding page experience, keywords, andclick-through rate (CTR)to give you a score between 1-10.
While Quality Score is not an official Google Ads ranking factor, it’s a good indication of how your ads will perform. By improving your Quality Score, you will likely improve your ad performance, including your impression share.
Focus on improving aspects like your:
- Keyword targeting
- Bid amount
- Ad copy
- Landing page
- And more
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Looking to improve your ad impression share?
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Ready to improve your impression share?Contact us onlineor call us today at888-601-5359to speak with an expert!
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