Let’s consider this analogy: If a tree falls in a forest and nobody is present to hear it, does it truly make a sound? Similarly, if your advertisement had the opportunity to reach your target audience but failed to do so, wouldn’t you be curious to know why?

The good news is that you can readily determine the frequency with which your ads are displayed (or not displayed) to your intended viewers—all thanks to a metric known as “impression share.” Constructing your Google Ads campaigns is one thing, but verifying their consistent visibility to the fullest extent possible is another matter entirely. That’s precisely where data sets such as impression share, top impression rate, absolute top impression rate, and others prove invaluable. However, given that impressions don’t always translate directly into clicks or conversions, how crucial exactly is impression share for the overall well-being of your account? Additionally, it’s no secret that Google Ads expenses are on the rise across various sectors. When you factor in supplementary campaign insights and the broader availability of machine learning capabilities for accounts, you might find yourself prioritizing other metrics when evaluating the performance of your pay-per-click (PPC) efforts. As an advertiser, the last thing you want is to waste precious time analyzing data that doesn’t have a direct impact on your company’s profitability. Therefore, continue reading to determine if dedicating your time to impression share is worthwhile (or not) in 2024.

Table of contents

• What is Google Ads impression share?
• How to calculate impression share
• Types of impression share
• What is a good impression share?
• Does impression share still matter in 2024?
• Tips to improve your impression share

Quick review of Google Ads impression share

Let’s start with a concise recap of what impression share actually represents concerning your account’s performance. Impression share is expressed as a percentage and aims to address this fundamental inquiry: Out of all the instances when your ad had the potential to be showcased, how many times did it actually appear? Impression share metrics are exclusively applicable to standard search, Shopping, and display campaigns. Given the intensely competitive nature of the Google Ads auction, it’s practically impossible for your ad to be displayed every single time a user searches for a keyword or visits a placement you’re bidding on. Impression share is there to assist you in comprehending the extent of market share your ads command. While we’ll delve into different types of impression share metrics later, let’s familiarize ourselves with some key terms commonly used in discussions about impression share:

• Impression: Occurs when at least 50% of your ad is visible for a minimum of one second.
• Impression share: The percentage of potential impressions for which your ad campaign successfully wins the Google Ads auction.
• Top impression rate: The percentage of times your ad appears above the organic search results (applicable to search campaigns only).
• Absolute top impression rate: The percentage of times your ad secures the coveted first position on the page (applicable to search campaigns only).
• Impression share lost to budget: The percentage of times your ad wasn’t displayed due to budget constraints—in simpler terms, your budget depleted too rapidly or wasn’t sufficient to outbid competitors.
• Impression share lost to rank: The percentage of times your ad failed to show due to a low ad rank—meaning your Quality Score fell short of what was needed to win the auction.

How do you calculate impression share?

Impression share is determined based on the search volume for your PPC keywords. Google considers all the times your ad did appear and divides that number by all the times it could have appeared. Thankfully, the platform handles the impression share calculation for us. To access this information, simply navigate to the campaign level of your account and add the impression share columns to your view. This will reveal your current impression share and impression rates.

Types of impression share

The interpretation of impression share varies depending on the specific type of Google Ads campaign you’re running. Let’s review some points to bear in mind for each campaign type that provides impression share data. For Shopping campaigns, it’s crucial to understand that any reported impression share metrics solely consider Google search placements, excluding placements on the Google Display Network (GDN) or partner Shopping placements. Display campaigns exclusively offer “display impression share” metrics. This makes sense considering that display ads don’t appear on the Search Engine Results Page (SERP). Display impression share follows the same concept as search impression share but applies to placements across the GDN. Finally, for businesses operating in the travel and tourism sector, hotel campaigns also have access to impression share metrics. However, their calculation method differs slightly, as detailed by Google here.. For the purpose of this article, we’ll continue our assessment of impression share’s impact focusing on standard search campaigns.

What is a good impression share?

Unfortunately, a frequent misconception in the realm of PPC is the belief in absolute, black-and-white answers when it comes to Google Ads! While it would be convenient to have a definitive benchmark for Google Ads impression share, the reality is that each account is unique. As such, the feasibility of a lower or higher impression share will depend on the competitive landscape of your industry. At first glance, you might assume that striving for maximum visibility among as many people as possible is the optimal impression share strategy. However, it’s more beneficial to envision your impression share as a swimming pool. Your targeting parameters determine the size of your impression share pool. The larger the pool, the more effort it takes to complete a full lap. You wouldn’t want to exhaust yourself swimming to the very bottom only to discover that single search query that leads to a conversion.

That being said, it’s generally desirable to maintain a consistent presence in search results. Based on experience, an impression share within the range of 60-80% is often both ideal and attainable for most businesses. As for the absolute top impression rate, which represents securing the very first ad position on the page, this metric can prove more challenging to achieve. Nevertheless, a business with a well-performing search campaign might observe an absolute top impression rate of around 20%.

Does impression share still matter in 2024?

With numerous other PPC metrics demanding attention, how significant is impression share at this juncture? It might sound repetitive, but as with most things in the world of PPC, there’s no simple yes or no answer to this question. The value you place on impression share will hinge on your specific marketing aims and objectives. That said, Google Marketing Live 2023 highlighted the rapid evolution of the advertising landscape, introducing updates such as the innovative Search Generative Experience and AI-powered asset generation for display ads (among others). As more advertisers gain access to tools that enable the creation of higher-quality ads, competition will only intensify. Consequently, for advertisers leveraging standard search, shopping, or display campaigns, impression share is becoming even more critical than ever before. However, with a plethora of campaign options available, ranging from Performance Max to Video campaigns and beyond, it’s advisable to adopt a cross-channel strategy for your Google Ads efforts—even if impression share data might not always be accessible for those other campaign types.

Benefits of a high impression share and impression rate

When your Google Ads campaigns are consistently hitting all your targets, such as conversion rate or return on ad spend, you might not be overly concerned about your impression share. However, impression share can become a game-changer if your progress starts to falter. For instance, if you need to enhance your click-through rate, improving your impression share can have a direct and positive influence. In fact, ads that consistently achieve a high absolute top impression rate can experience a CTR that is up to 5% higher compared to ads positioned below them. Moreover, the cost per conversion can be up to 60% higher for advertisers whose ads end up lower on the SERP.

Source In essence, a high impression share translates to greater visibility, which is the crucial first step in enticing users to click on your ad. High top and absolute top impression rates signify that you’re prominently displayed (ideally first, but second or third are still valuable) in a fiercely competitive ad space—a factor that carries even greater weight as the landscape continues to evolve.

Tips to improve your Google Ads impression share

If you believe that increasing your impression share aligns with your account’s objectives, consider implementing these Google Ads impression share optimization tips:

1. Set your impression share goals

Begin by establishing a baseline by benchmarking your current impression share metrics. This will enable you to effectively track your progress. Without a clear understanding of what constitutes a realistic impression share target, it becomes challenging to formulate an appropriate impression share strategy. Start by carefully noting all your existing impression share metrics across your account. Next, evaluate your campaign budgets to ascertain whether aiming for a higher impression share percentage is achievable or not. Lastly, for standard search and Shopping campaigns, advertisers might also benefit from consulting the Auction Insights report when defining their impression share goals. As the Auction Insights report provides insights into how your performance stacks up against competitors on the SERP, it can serve as valuable inspiration for setting impression share targets. Analyzing Auction Insights data, alongside your budget considerations and current impression share and impression rates, will give you a clearer picture of what’s attainable for your business.

2. Location, location, location

How can you make achieving a higher impression share more manageable? By strategically narrowing down your impression share pool! A more focused geographical targeting approach, especially for local businesses, makes a higher impression share more feasible since there will be fewer eligible users within that specific location. This is an excellent way for local businesses to concentrate their efforts on nearby potential customers who are more likely to convert.

3. Refine your keyword list

Another effective method to streamline your targeting and boost your impression share is to refine your keyword list, focusing solely on high-intent core terms. Search intent becomes paramount when optimizing for a metric like impression share because you want your ad to appear only when it matters most. By prioritizing keywords with transactional intent over informational keywords, you effectively filter your eligible impressions, narrowing them down to users who are further along in the buyer’s journey.

4. Diversify your campaign types

Given the increasing popularity of campaign types beyond the traditional standard search or display formats, this Google Ads impression share tip shouldn’t come as a surprise. When evaluating your impression share, it’s essential to adopt a holistic view of your account. Experiment with incorporating a variety of campaign types to address any gaps your impression share rates might reveal. Leveraging multiple strategies, such as video ads, Local Services Ads, and more, will contribute to enhancing your overall business performance on Google Ads. Furthermore, employing diverse campaign types ensures that you’re maximizing your impression potential across various touchpoints in your customer’s journey.

5. Elevate your ad copy

While experimenting with different campaign types to broaden your impression share is encouraged, it’s crucial to prioritize ad quality over quantity. A compelling and well-crafted ad will naturally rank higher on the SERP, leading to increased top and absolute top impression rates, as well as an overall improvement in impression share. (Not to mention, it can also contribute to higher conversion rates!) Begin by reviewing your ad copy to ensure you’re covering the fundamentals, such as incorporating relevant keywords, attention-grabbing power words, clear calls to action, and more. Additionally, consider leveraging more ad assets (formerly known as ad extensions), such as images, structured snippets, and so on. These elements can help your ad occupy more valuable real estate on the SERP.

This example showcases a high-quality ad that incorporates persuasive, keyword-rich copy. It also effectively utilizes ad assets such as images and sitelinks.

Grow your impression share, grow your business

While the significance of impression share in 2024 and beyond depends on your specific account dynamics, let this article serve as a reminder to periodically check in on metrics that might not be on your regular monitoring radar. Impression share is often overshadowed by “money metrics” like cost per lead or conversion rate. However, neglecting your impression share can have a “snowball effect” on your account if not managed properly. Therefore, implement the tips provided here to help you cultivate a thriving impression share, ultimately leading to business growth! Here’s a recap of those impression share improvement tips:

1. Set clear impression share goals
2. Refine your location targeting for greater precision
3. Optimize your keyword list by focusing on high-intent terms
4. Explore and diversify your campaign types
5. Elevate the quality and effectiveness of your ad copy