What is Impression Rate?
Theimpression shareis the percentage of auctions for which your advertisement is eligible and has actually been shown.A 70% impression share means you weren’t visible in 30% of relevant auctions, that’s missed potential.Causes of low impression shareThere are two main causes.First, budget:
your daily budget will run out before
all relevant auctions are filled.Google reports this as “lost impression share (budget)”.Secondly, ranking:your Ad Rankis not high enough.This is listed as “lost impression share (rank)” in Google Ads.Impression share and market shareA high impressionshare indicates that you have good market coverage for your keywords.Combine it with CTRandAd Rankrate for a complete picture of campaign performance.Improve impression rateIn case of budget loss:Google Adsimprove the Quality
Score, increase your bid or add
ad extensions.Also use negative keywords to focus budget on the most relevant auctions.Should ICTRaimConversion Rateand ROAS is fine.More budget for more
impressions does not always
yield better ROI.Does impression share vary by device?Yes.You can break it down by desktop, mobile, and tablet in GoogleQuality Scoreis absolute impressionAd Extensionstimes yourNegative Keywordsshown as a percentage of all eligible auctions.More