What is an impression share in Google Ads?

In Google Ads, impression share is a metric that represents the percentage of total impressions your ads received compared to the total number of impressions they were eligible to receive. It helps you understand how well your ads are performing in terms of visibility in the auctions they participate in.

Formula for Impression Share:
Impression Share
=
(
Impressions Received
Impressions Eligible
)
×
100
Impression Share=(
Impressions Eligible
Impressions Received
�
 )×100
Impressions Received: The number of times your ad was shown.

Impressions Eligible: The total number of impressions your ad could have received if it had been shown every time it was eligible based on factors like targeting, bidding, and quality.

Types of Impression Share:
Search Impression Share: The percentage of times your ad was shown in search results compared to how often it could have appeared.

Display Impression Share: The percentage of times your ad was shown on Google's Display Network compared to how often it could have shown.

Why it's Important:
A high impression share means that your ads are being shown frequently and that you're capturing most of the available opportunities.

A low impression share can indicate that your ads are missing out on potential opportunities, and it might be due to factors like low bids, poor ad quality, or limited budget.

Improving Impression Share:
Increase your budget: A higher budget can help you capture more impressions.

Improve Quality Score: Better ad relevance and landing page experience can help improve your ad ranking and impression share.

Raise your bids: Higher bids can help you compete more effectively in auctions.