Impression share estimator. What the searches you miss would bring.
Enter a campaign's impressions, impression share and lost impression share. See how many clicks, how much cost and how many conversions the missed searches represent.
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Results
Clicks missed to budget
1,689
- Search impression share54%
- Lost impression share (budget)38%
- Lost impression share (rank)8%
- What they would cost
- €1,520
- Conversions they might bring
- 67.6
- Clicks missed to rank
- 356
- Eligible impressions
- 74,074
Assumes the missed searches behave like the ones you won. Use it as an order of magnitude, not a promise.
Oppy shows which lost impression share is worth buying, and what it would cost.Try it on your account
How it works
Eligible impressions = impressions ÷ impression share
Missed to budget = eligible × lost impression share (budget)
The estimate assumes the missed searches would click and convert like the ones you got. They may not: the extra budget buys searches Google was skipping to pace the budget, and those can be weaker. Treat it as an order of magnitude.
Lost to rank is not fixed with budget. It needs better ads, landing pages or bids.
Questions, answered.
Anything else? Ask Oppy in the product, or write to the team.
What is a good impression share?
It depends on the campaign. Brand campaigns usually aim near the top. For generic campaigns, a lower share can be the right trade-off when more clicks would cost more than they return.
Lost to budget or lost to rank: which matters?
Lost to budget is money: worth buying only when the campaign converts well enough. Lost to rank is relevance: Quality Score, ads and bids.
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