How to analyze the Impression Share in AdWords

Written by

Andrea Sapiña

SEM · 30 / 04 / 2020

Impression Share Adwords is a metric that can help us diagnose the health of our own account, by analyzing the number of impressions that we have received compared to the number of estimated impressions you could have received.

If your campaigns have a low Impression Share, it may be due to several reasons. Impression Share can be seen at the campaign level, keyword group or keyword, and it also depends on numerous variables such as: Quality level, budget, campaign settings, bids, etc.

How to see Impression Share data?

The first step is to understand the main metrics that Adwords offers to analyze the visibility of our account, both in the Search Network and in the Display Network:

  • Display Impression Share: Number of impressions received in the Display Network divided by the number Estimated impressions you might have received.
  • Search Impressions Share: Number of impressions received on the Search Network divided by the estimated number of impressions you could have received.
  • Display Lost Impression Share (Budget): Percentage of times that your ads have not been shown on the Display Network due to lack of budget (data available at campaign level)
  • Search Lost Impression Share (Budget): Percentage of times that have not been shown your ads on the Search Network due to lack of budget (data available at campaign level)
  • Display Lost Impression Share (Ranking): Percentage of times that your ads have not been shown on the Display Network due to a low ranking of the ad.
  • Search Lost Impression Share (Ranking): Percentage of times your ads have not been shown on the Search Network due to a low ranking of the ad.
  • Search Exact Match IS: The impressions you’ve received divided by the estimated number of impressions you could have received on the Search Network for search terms that exactly match your keywords or nearby variants of the keyword. (Not available for shopping campaigns)
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How to see Impression Share metrics in Adwords

Impression Share lost by Ranking

If the value of Impression Share lost by Ranking is high, it means we are losing impressions on the Google Search / Display Network. This is because our bid or the quality level of our ads is too low. In this situation, it is good to review or increase our bids and find opportunities to increase the quality level of our campaigns. What we recommend is to perform an analysis of the quality level of the account to determine which areas need more attention (campaigns, ad groups). Impression Share data can be viewed at the campaign, ad group or keyword level, allowing us to make optimizations at a general level or more detailed.

To improve the level of quality of the account we recommend:

  • Analyze the structure of the account and organize campaigns in relevant groups and specific for the keywords they contain. The account structure is a key element to obtain a high CTR and improve our quality level.
  • Increase the relevance of the ads for each keyword group. Make sure the keywords are included in the copy of the ads to increase the CTR and do A / B testing of new ads on a regular basis to improve campaign performance.
  • Have a relevant landing page for your ad groups and campaigns. A relevant landing defines the user experience on our website and is a key element for the conversion rate of our campaigns.

In this article you will find more information about the search terms and how to optimize them.

Also, if you have a good quality level but your bids are too low, your ads may not appear in high positions, which can lead to lost opportunities for impressions, clicks, and even conversions. Make sure your bids are high enough for our ads to appear in competitive positions, which will greatly improve the chances of capturing new impressions and clicks, generating more traffic to your website.

There are also some additional strategies that can be used to increase the percentage of impressions:

  • Adjust location settings: If you decrease / increase the bid by location, you may see a decrease / increase in the percentage of impressions. Also if geographical segmentation is changed.
  • Regularly analyze the auction data: If you are seeing a fall in the percentage of impressions, this can be attributed to new participants in the auction or to competitors who are bidding more. We recommend looking at this report on a regular basis to better understand the competitive landscape.

To make a deeper analysis of the account, Impression Share can be segmented by day of the week or by time of day. This information can be very helpful in scheduling ads and applying hourly bid adjustments. This way you can see, among other things, if our impression share falls during certain hours (our competitors may be bidding more) and thus apply bid adjustments and improve our position and the Impression Share of the account.

Impression Share lost by Budget

If the value of Search Lost Impression Share (Budget) is high, it means that campaigns are running out of budget and therefore our ads are not shown all day on the Google Search / Display Network.

If your campaigns have a minimum daily budget, and that budget limit is reached very soon or in the early hours, Google will stop showing your ads for the rest of the day, as this budget does not cover all searches, so we would need to increase it. On the contrary, increasing the budget will allow you to increase your Impression Share. On the other hand, if you want to increase the traffic to the website, you can consider increasing the budget. In the case of having a campaign that works very well, but loses Impression Share by budget, we can simply increase the budget to gain additional volume of conversions and optimize the overall performance of the campaign.

In conclusion, Adwords Impression Share data represents one of the most effective ways to analyze and understand the competitive landscape and performance of our Adwords campaigns. For this reason, we recommend being as visible as possible for keywords (groups or campaigns) that meet business objectives and regularly monitor Impression Share data, making budget adjustments or to improve the Ranking. Each impression lost is a lost opportunity to generate traffic and customers and, therefore, additional profits.

If you have any questions you can leave it in the comments or on the contrary, if you want more information, on our website and in the blog of Digital Mint you can find a variety of articles on advertising in Adwords.

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