However, we would rather our ads serve in the 3rd-4th position 70% of the time vs. Yes, this will hurt your average ad position. Lower your max CPCs to immediately help impression share. Most advertisers naturally want to increase ad spend to improve impression share, but we have shared our top 5 ways to improve impression share below without increasing spend. Impression share is impacted by budget and ad rank. Eligibility is based on bids, quality scores, approval statuses, and targeting settings. This indicates that your ads are served more than half of the time in the Google search results in relation to how often they’re eligible to be served. Just like you wouldn’t test new ad copy or keywords when your impression share is “cracked.” A good starting point is to aim for a search campaign-level impression share greater than 50%. You wouldn’t paint or hang curtains when the foundation is cracked. When comparing a Google Ads account to building a house, think of impression share as the home’s foundation. Impression share is the basis for any successful paid search campaign. Search lost absolute top impression share (rank) estimates how often your ad wasn't the very first ad in the absolute top slot of the Hotel ads booking module due to poor Ad Rank.The Importance of a Strong Impression Share Search lost absolute top impression share (rank) Search lost absolute top impression share (budget) estimates how often your ad wasn't the very first ad in the absolute top slot of the Hotel ads booking module due to a low budget. Search lost absolute top impression share (budget) Search lost top impression share (budget) helps you to understand how often your ad didn't show anywhere in the top slot of the Hotel ads booking module due to a low budget. Search lost top impression share (budget) Search lost top impression share (rank) estimates how often your ad didn't show in the top slot of the Hotel ads booking module due to poor Ad Rank. Search lost impression share (budget)Įstimates how often your ad didn't show in the Hotel ads booking module due to budget. If a traveller did click on the menu slot, that position can be calculated as the impression share minus the top impression share. If a traveller didn't click on the menu slot, those impressions are reported as 'Lost IS (rank)' and indicate the position where the ad appeared. Tip: Compare impressions for the menu slot and the top slot top IS' is the impressions that you've received in the absolute top location (the very first ad in the Hotel ads booking module) divided by the estimated number of impressions that you were eligible to receive in the top location.Ībsolute top impression share = Impressions on absolute top/eligible impressions on top Search lost impression share (rank)Įstimates how often your ad didn't show anywhere in the hotel ads booking module – including the unexpanded menu slot – due to poor ad rank. Search absolute top impression share 'Search abs. Search top impression share = Impressions on top/eligible impressions on top Search absolute top impression share
Search top impression share 'Search top IS' is the impressions that you've received in the top slot compared to the estimated number of impressions that you were eligible to receive in the top location. Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.
Impression share data is available for campaigns, ad groups and hotel groups. Impression share = impressions/total eligible impressionsĮligible impressions are estimated using many factors, including price accuracy and itinerary coverage. Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Hotel ads use the same metric names as other campaigns to report on impression share, with the difference being that the Hotel campaign metrics apply only to the Hotel ads booking module, and not organic search. The menu slot contains additional Hotel ads. When a traveller clicks 'View more prices' from the top slot, the menu slot appears. The top slot features ads that are in the top position in the auction, including the ad with absolute top impression share, which is the very first ad shown in the Hotel ads booking module. Hotel ads that place in an auction may appear in a top slot or a menu slot of the Hotel ads booking module. If you're not running a Hotel campaign, read about impression share. If you're not familiar with the difference between Hotel ads and Search ads, learn about what makes up a Hotel ad. Hotel ads impression share is calculated based on where your ad appears in the hotel ads booking module.
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