Lost impression share

Lost to budget means the budget held the ad back: Google paces it across the day, so the campaign skipped auctions it could have entered. Lost to rank means the ad was not strong enough, through bid or quality, to show.

Mixing them up wastes money: adding budget does nothing for impressions lost to rank, and raising bids only makes a capped budget buy fewer clicks.

1. Add Search lost IS (budget) and Search lost IS (rank) to the campaign table.
2. Read them with Search impr. share: together they add up to 100%.
3. Look at Search lost top IS for the top of page view.
4. Segment by day to see which days lose the most to budget.

A campaign has 50% impression share, 40% lost to rank and 10% to budget. The fix is better ads, Quality Score or bids, not a bigger budget.

• Raising budget when most of the loss is to rank.
• Raising bids when most of the loss is to budget.
• Chasing zero lost impression share on generic searches.

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
• Budget sitting where it is not being used

• Impression share: The share of searches your ads showed on, out of all the searches they were eligible for.
• Limited by budget: A campaign status meaning the daily budget holds the ads back.
• Ad Rank: The score Google uses to decide whether an ad shows and in what position.