Impression Share Metrics in Google Ads

Today, we'll discuss three crucial metrics: Impression Share, Top Impression Share, and Absolute Top Impression Share. By the end of this post, you'll not only understand what these metrics are but also why they are important for optimizing your ad campaigns.

What is Impression Share?

Impression Share is simply the percentage of impressions your ads receive compared to the total number of impressions they were eligible to receive. It offers a general idea of how often your ads are being displayed versus how often they could be displayed.

Example Scenario:

Let's say your ad has the opportunity to be shown 100 times. If it appears 60 times, your Impression Share is 60%.

A high Impression Share usually indicates that your ad is seen often, whereas a low share suggests there might be issues with your budget, bids, or the relevance of your ads.

Top Impression Share

Top Impression Share takes things a step further by examining how often your ads appear in the top section of search results. This metric is particularly critical because ads in the top spots typically see higher click-through rates.

Why Aim for the Top?

Ads positioned at the top of search results are more visible, more trusted, and more likely to be clicked on. Top Impression Share helps you understand your ad's competitiveness in this lucrative section of search results. 

Absolute Top Impression Share

Absolute Top Impression Share focuses on the absolute top position—the very first spot in search results. This position presents maximum visibility, which is powerful for advertisers looking to dominate their space.

The Value of Being Number One

The absolute top position is similar to a prime real estate location. If your ad is consistently hitting this spot, you'll achieve maximum impact, ensuring your brand is seen first.

Example Insight:

Out of 70 eligible top spots, if your ad clinches the number one position 20 times, your Absolute Top Impression Share stands at about 29%. Achieving this top position can drastically enhance your click potential (i.e., a lot more clicks).

Why These Metrics Matter More Than You Think

Let's break down what a low impression share could mean.

Diagnosing Underperformance

If your Google Ads account isn't driving the expected results—low clicks, few conversions—it could be due to low Impression Share. This could indicate:

• Low Volume Keywords: You're targeting keywords with minimal searches.

• Poor Ad Position: Your ads might not be appearing high enough on the page.

Adjusting Your Strategy

A review of your Top and Absolute Top Impression Shares can indicate if your bids or quality scores need work. If your ads frequently appear at the bottom or are absent from high-value spots, it’s time to:

• Increase Bids: To compete better for top positions.

• Enhance Quality Score: Better scores can reduce costs and improve positions

   

If you are looking for more help in your advertising accounts, make sure to get my free PPC Cost-Cutting Cheatsheet