How to calculate impression share?

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Impression share is calculated based on the search volume of the PPC ad's keywords . Google takes into account all the times you've shown your ad and divides it by all the times it could have been shown. Luckily, the platform does the work for us when calculating impression share.

Simply go to the campaign level of your account and add impression share columns to see how your impression share and impression rate are currently performing.

Impression share types
Impression share means different things depending on the type of Google Ads campaign you have. Let's go over a few notes for each of the campaign types for which impression share data is available.

For Shopping campaigns, it's important to know that all reported impression share metrics only take into account Google search placements , not placements on the Google Display Network (GDN) or partner Shopping campaigns .

For display campaigns, only "impression share" metrics are available. This makes sense because display ads don't appear in the SERP. Impression share is the same concept as search impression share, but for GDN place vietnam mobile database ments.

Finally, for all travel and tourism businesses, impression share metrics are also available for hotel campaigns, but they are calculated slightly differently.

For the purposes of this article, we will continue to evaluate the impact of impression share for standard search campaigns.

What is a good impression ratio?
Unfortunately, a common pitfall in PPC is the idea that there is a black and white answer to everything related to Google Ads. Flexibility and a personalized approach are key when analyzing impression share within Google Ads. Every account is unique, so it is not possible to set a single standard benchmark for impression share. Impression share is more like a pool that changes depending on your targeting and the competition in the market.

Instead of trying to show as many ads to as many people as possible, it's important to have an effective strategy that matches your goals and competitive landscape. Impression share is like the size of this pool - the bigger your targeting, the bigger your impression share pool. However, remember that overexpansion can lead to resource exhaustion and reduced effectiveness of your ad campaigns.

It's important to find a balance between sufficient coverage and budget efficiency. Remember that the purpose of advertising is not just to get impressions, but to reach relevant users who lead to targeted actions and conversions. Therefore, it's crucial to regularly monitor and optimize your impression share to best align with your business goals and strategy.

This means you probably want to appear more often than less often. You’ll typically find that an impression share of 60-80% is ideal and realistic for most businesses. When it comes to absolute top impression share, or being the very first ad on the page, this metric can be a little more difficult to achieve. However, a business with a healthy search campaign may find that their absolute top impression share is around 20%.