Impression Share And What It Means To You
What is Impression Share? One question I get asked a lot by my clients is: What is the overall number of all searches made on my keywords, and how many of those searches am I appearing for? Up until recently there was no quick and easy way of answering this question; thankfully Google introduced the Impression Share metrics into the Adwords Interface. Impression share is the percentage of impressions that you received divided by the estimated number of impressions that you were eligible to receive. In simple terms; what percentage of all searches made on your keywords did you actually appear for? To understand the value of impression share, you can picture the online advertising landscape as a pizza. You and your competitors are trying to grab the biggest slice of that pizza. By watching your impression share metrics, you can keep an eye on the size of your slice compared to the rest of the pizza, which is being shared and eaten by your competition! Other available impression share metrics include:
- Lost IS (budget): The percentage of time that your ads weren’t shown due to insufficient budget.
- Lost IS (rank): The percentage of time that your ads weren’t shown due to poor Ad Rank.
- Exact match IS: The percentage of impressions that you received for searches that exactly matched your keyword divided by the estimated number of exact match impressions that you were eligible to receive.