Search Impression Share Formula

If you’re looking to get the most out of your search engine marketing campaigns, understanding impression share is a must. In this blog post, we’ll take a look at what impression share is and how it relates to other metrics in your search engine marketing campaigns. We’ll also provide an easy-to-follow formula for calculating your impression share. 

Search Impression Share (SIS) is an important metric for any digital marketer in PPC marketing. It provides an indication of how often your ads are being seen and how effective they are. Improving your SIS requires optimizing your ads, targeting, and budget. It is important to understand the basics of SIS and how to improve it in order to make the most of your ad campaigns.

The top topics about improving search impression share you will learn in this article:

• Focus on Keywords
• Adjust Geographical Targeting
• Decreasing Regional Targeting
• Optimize Bids and Budgets
• Analyze Competitors
• Check Search Term Reports
• Review Current Keywords

In Google, your max cost-per-click (CPC) bid, quality score, and ad relevancy are all factors that contribute to your ad visibility. By increasing your CPC bid, improving the overall quality of your ad and keywords, or using search terms to identify new keywords, you can improve your ad rank and, in turn, increase your search impression share. Well, there are a few things you can do to improve your search impression share with the help of Google Ads insights.

• Focus on Keywords: Optimizing keywords is a great way to improve your Search Impression Share. Start by looking at keywords with high impressions and low CTRs. You can then adjust these keywords to more closely match user search queries, for example, narrowing a broad match keyword further to a phrase match keyword, resulting in higher CTRs and higher SIS.

You can easily check your keyword status and the outcome of auction insights about competitors from the Overview tab.

 

• Adjust Geographical Targeting: You can also adjust your geographical location targeting to regions where people are interested in your products or services, leading to higher SIS. Geo-targeting settings can play a major role in improving search impression share. To better optimize your campaigns, apply the geo-targeting filter to limit your ads to your target regions. Also, target your audience’s interests to improve ad relevance. Be sure to check search term reports and review current keywords to maximize impression share.
• Decreasing Regional Targeting: If you decrease your regional targets, you may see an increase in impression share. However, keep in mind that when you decrease your regional target, it could cause a decrease in the number of impressions and clicks. To combat this issue, you can apply the geo-targeting filter to limit your ads to your target regions. Additionally, you can target your audience’s interests to improve ad relevance and maximize impression share.
• Optimize Bids and Budgets: Optimizing your budget can also help improve SIS by reducing search lost IS (rank). This happens when your ad rank is too low, which prevents your ads from appearing. By understanding these key elements and making changes accordingly, you can significantly improve your SIS. It’s important to remember that your budget controls how often an ad is shown. When you start optimizing your bids and budgets, it can help maximize your impression share, which refers to seeing your ads by potential customers. That’s why you should consider lowering your bids’ CPC or increasing your daily budget.
• Analyze Competitors: After optimizing your bids and budgets, it’s important to analyze your competitors. You can obtain traffic numbers and ad keywords for your competition, so you can identify advertisers with a high top-of-page rate. You can also do some test searches for keywords that this advertiser might appear for and consider their strategies to maximize impression share.

From the Overview tab, you can easily reach the outcome of auction insights about competitors.

 

• Check Search Term Reports: To further understand where you may have missed out on impressions, it is important to check search term reports in Google Ads. This report gives an indication of account-wide impression share for each search term. This can help identify potential impression share opportunities and understand why some keywords are underperforming. For example, when you review your current keywords and search term reports to identify areas for improvement, you can see that the change in search impression share is also reflected in your campaign performance analysis.

It is possible to access all the desired reports by clicking the Reports section at the top bar of the Google Ads page.

 

• Review Current Keywords: To maximize impression share, review the current keyword list and identify opportunities to refine it. Consider adding new keywords, removing irrelevant ones, or focusing on phrases that have a higher search ranking. Additionally, look into using search term reports to find additional search terms that could be beneficial. With the data from these reports, you can create more targeted ads with an increased chance of success.

When you improve the individual characteristics of your ads, such as increasing bids or daily budget to maximize impression share, adjusting geotargeting, creating specific ad groups, and using search terms to identify new keywords, you’ll improve your ad quality. By searching for keywords with high impressions and low CTR, you can optimize your bids and budgets to further improve your ad display ranking and improve Quality Score. All of these steps can help ensure that your ads are more relevant to searchers, resulting in higher engagement rates.

As a result, whether you’re increasing bids or daily budget, improving overall ad quality and keywords, or using search terms to identify new potential keywords, increasing your budget will help you maximize your impression share. You should also tweak the geotargeting settings to gain maximum reach and focus on increasing the budget first, especially when a well-performing keyword is limited to both budget and bids. Finally, you can analyze your competitors to get an idea of how they are executing Google Ads optimization and learn their strategies, and adjust your campaign accordingly. By following these steps, you will be able to maximize your impression share and maximize the effectiveness of your campaigns.

 

How to Improve Impression Share Lost Due to Rank

To improve the impression share lost due to rank in Google Ads, focus on enhancing your bid strategy and ad quality. Increase your bids on high-performing keywords to boost ad position. Improve ad quality by optimizing ad copy, incorporating relevant keywords, and using ad extensions to add more value. Enhance your Google Ads Quality Score by ensuring your landing pages are relevant, user-friendly, and optimized for speed. Regularly review and adjust your bidding strategy based on performance metrics. Combining these efforts will help improve your ad rank and recover lost impression share.

 

How to Boost Google Ads

Boosting your Google Ads involves optimizing several key areas. Start with thorough keyword research to target the most relevant and high-performing terms. Craft compelling ad copy that resonates with your audience and includes strong calls-to-action. Utilize ad extensions to provide additional information and enhance your ad’s visibility. Regularly monitor and adjust your bids to stay competitive. Improve your Quality Score by ensuring your landing pages are relevant, user-friendly, and optimized for speed. Conduct A/B testing to refine your ads and maximize their effectiveness. Continuous optimization will lead to improved performance and higher ROI.

 

What is Impression Share?

Impression share is a Google Ads metric used to measure the percentage of impressions an ad receives compared to the total number of impressions it was eligible for. This metric is important to optimize the Google Ads campaigns as it provides Google Ads Insights into how frequently and widely an ad is seen on the search network. Understanding impression share can help advertisers identify areas where they could potentially increase their visibility and reach more potential customers.

 

Calculating Impression Share

Calculating impression share accurately is essential when it comes to optimizing a PPC campaign. It is important to understand that this metric is calculated by taking the number of impressions received by the ad and dividing it by the total number of impressions that the ad was eligible for. Additionally, it is important to leverage the power of pivot tables and make a calculated field for true impression share. This allows one to get a better idea of how their ad is performing compared to others in the space. Having a higher impression share can also help ensure that your ads are being seen more often and potentially leading to more conversions.

 

How to Improve Search Impression Share

Improving search impression share can be done in a variety of ways. One way is to increase your bid or budget, as this will help you reach more people. You can also widen your keyword targets by adding more relevant terms or by targeting long-tail keywords. Additionally, making sure that your ads are well-written and relevant to what people are searching for will help to improve your click-through rate and impression share. Finally, focusing on improving your Quality Score will also help to improve your impression share, as higher Quality Scores lead to higher ad positions and more impressions.

 

Using Impression Share Reports

These reports provide insight into the percentage of times your ads were shown compared to the total number of times they were eligible to be shown. Analyzing these reports can help you identify areas for optimization and improvement, such as targeting settings or ad approval. It is important for Campaign Performance Analysis for Google Ads. By understanding your current impression share, you can create an action plan to make sure your ads reach their maximum potential. These reports can help you better understand the performance of other advertisers in your market and how they have been able to gain a higher impression share than you.

 

Advantages of Having a Higher Impression Share

Having a higher search impression share can be beneficial to any advertiser. A higher impression share means that more people are seeing your ads, and this can lead to increased brand awareness and better overall performance. A higher impression share also indicates that your ads are targeting the right audience, as they are appearing in the right places. Additionally, having a higher impression share means you can bid more competitively for ad placements and be more likely to win the ad auction. This can help you get more traffic to your website or product page, and ultimately increase conversions. As such, having a higher search impression share can be extremely beneficial for any business looking to maximize its advertising effectiveness and reach its desired goals.

 

How Can You Access Your Impression Share Data?

To get your Impression Share data, follow these steps:

 

1. Open the Adwords Dashboard 
2. Click on the Campaigns tab
3. Click on the Columns on the Campaigns tab
4. Click on the Modify Columns button below the Columns.
5. Choose Competitive Metrics within options
6. Select the type of Impression Share you want to know

• • Display IS
  • Display Lost IS (Budget)
  • Display Lost IS (Rank)
  • Search IS
  • Search Lost IS (budget)
  • Search Lost IS (Rank)
  • Search Exact Match IS)

7. Save those metrics to your statistics table
8. If you want to download the data, click the Download button on the toolbar. 

 

It’s good to check this data regularly. Due to the factors that indicate impression share is fluctuating, Impression Share can change with time. 

 

How Can You Improve Your Impression Share?

• If your keyword performance is good, but your Impression Share (Rank) is low, there could be problems with your landing page or copy, or both. You may need to work on these.
• If your campaign’s overall performance is good, but your Impression Share is low, it’s possibly due to insufficient budget. Increasing your budget can improve your Impression Share.
• For Search Impression Share, you need to know which of your keywords are working, which are not. The Exact Match Impression Share metric can help you understand the performance of your keywords better.
• Improving your Quality Score helps you improve your Ad Rank. Higher Ad Rank means better Impression Share.
• Region settings influence the Impression Share. Showing your ad to disinterested people is a waste. Good location targeting can improve Impression Share.

 

Conclusion

In conclusion, understanding and managing your Search Impression Share can be a powerful tool for improving your search engine marketing campaigns. It is important to understand what impression share is, how to calculate it, and how to use the data to make informed decisions. Additionally, you should take advantage of impression share reports and metrics to track and improve your Search Impression Share. By doing so, it can help you reach more potential customers and maximize your return on investment.

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