What Is Impression Share?
Impression share measures the percentage of impressions that your ads receive compared to the total number of impressions that your ads were eligible to receive.
In other words, impression share measures how often your ads are shown to users who are searching for keywords related to your ad campaign.
Impression share is an important metric for advertisers because it provides insights into the reach and visibility of their ad campaigns.
By analyzing impression share, advertisers can identify opportunities to improve their ad targeting settings, budget allocation, and bid strategy to increase the number of impressions their ads receive and improve their ad performance.
Improving impression share can also help to increase brand awareness and generate more traffic and leads for your business.
What is Impression Share Formula?
The formula for calculating impression share is:
Impression Share = Number of Impressions Received / Estimated Number of Impressions Eligible to Receive
To calculate impression share, you need to know the number of impressions your ads received and the estimated number of impressions your ads were eligible to receive.
The estimated number of impressions eligible to receive is based on factors such as your ad targeting settings, budget, and bid.
For example, if your ads received 10,000 impressions and were estimated to be eligible for 12,000 impressions, your impression share would be:
Impression Share = 10,000 / 12,000 = 0.833 or 83.3%
This means that your ads received 83.3% of the total eligible impressions for your ad campaign.
By tracking impression share over time, advertisers can identify trends and patterns in their ad performance and make informed decisions about how to optimize their campaigns to improve their impression share and achieve their advertising goals.
What are the types of Impressions Share?
There are three main types of impression share metrics that advertisers can use to measure the performance of their ads:
Search Impression Share: This metric measures the percentage of times your ads were shown on the search engine results page (SERP) when someone searched for keywords related to your ad campaign. Search impression share is typically used for search engine advertising, such as Google Ads.
Display Impression Share: This metric measures the percentage of times your ads were shown on websites or apps that are part of a display network when someone is browsing content related to your ad campaign. Display impression share is typically used for display advertising, such as banner ads or video ads.
Competitive Impression Share: This metric measures the percentage of times your ads were shown on the SERP compared to the total number of impressions that were eligible to be shown for your ad campaign and your competitors' ad campaigns. Competitive impression share is a way to measure how often your ads are shown relative to your competitors' ads and can be used to identify opportunities to improve your ad performance and gain a larger share of the market.