Impression share

Impression share shows how much of the available demand your ads reach. A campaign at 40% misses six searches in ten it was eligible for.

Its two companions, lost to budget and lost to rank, say why. They point to different fixes: more money, or better ads and bids.

1. Add Search impr. share, Search lost IS (budget) and Search lost IS (rank) to the campaign table.
2. For brand campaigns, aim high: you want to show on most searches for your name.
3. For generic campaigns, compare the missing share with what it would cost.
4. Use Auction insights to see competitors' share on the same auctions.

A generic campaign at 40% loses 45% to budget and 15% to rank. Before adding budget, the team checks that its cost per conversion holds.

• Chasing 100% on generic searches, where the last share is the dearest.
• Raising budget when the share is lost to rank.
• Reading impression share inside a shared budget as a fact about one campaign.

The audit checks Oppy runs on this, each with its own page.

• Lost impression share that is worth buying
• A campaign that runs out of budget most days
• A shared budget hiding which campaign is capped

• Lost impression share: The searches your ads were eligible for and missed.
• Target impression share: A bid strategy that aims to show ads on a chosen share of searches, or at the top of the page.
• Limited by budget: A campaign status meaning the daily budget holds the ads back.