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Impression Share (IS)

Term: Impression Share (IS)
Definition: Impression Share (IS) is a metric that shows the percentage of impressions your ads received compared to the total number of impressions your ads were eligible to receive in a specific ad campaign or ad group.
Alternative Names: Ad Impression Share, IS

Expanded explanation: Impression Share is a valuable metric for understanding the performance and visibility of your ads within a particular advertising platform, such as Google Ads or Microsoft Advertising. It helps you determine how often your ads are shown in search results or display placements when they are eligible to appear. A high Impression Share indicates that your ads are frequently appearing, while a low Impression Share suggests that there may be room for improvement in your ad campaign or ad group.

Benefits or importance:

  • Competitive analysis: Impression Share allows you to gauge your ad performance compared to competitors who are targeting the same keywords or placements.
  • Budget optimisation: By monitoring Impression Share, you can better allocate your advertising budget to improve ad visibility and overall campaign performance.
  • Identifying opportunities: A low Impression Share may highlight areas where your ads could be improved, such as increasing bids, refining targeting, or improving ad quality.

Common misconceptions or pitfalls:

  • Impression Share as a success metric: While Impression Share is an important metric, it should not be used as the sole measure of ad success. It is crucial to also consider other metrics such as Click-Through Rate (CTR), Conversion Rate, and Return on Ad Spend (ROAS) to assess the overall effectiveness of your ad campaigns.
  • Always aiming for 100% Impression Share: Achieving a 100% Impression Share is not always necessary or cost-effective. It is essential to balance Impression Share with other metrics and your advertising budget to make the most efficient use of your resources.

Use cases: Impression Share can be used in various scenarios, including:

  • Evaluating the performance of search and display ad campaigns.
  • Comparing the visibility of different ad groups within a single campaign.
  • Assessing the impact of changes to ad bids, targeting, or ad quality on ad visibility.

Calculation or formula: Impression Share is calculated using the following formula:

\text{Impression Share} = \frac{\text{Total Impressions}}{\text{Total Eligible Impressions}} \times 100


Best practices or tips:

  • Regularly monitor your Impression Share to identify trends and areas for improvement.
  • Consider your advertising goals and budget when determining the desired Impression Share for your campaigns.
  • Optimise your ad targeting, bids, and quality to improve Impression Share without necessarily increasing your advertising spend.

Limitations or considerations: Impression Share does not provide information about ad position or ad rank. Additionally, a high Impression Share does not guarantee a high CTR or conversion rate.

Comparisons: Impression Share can be compared to other ad performance metrics such as CTR, Conversion Rate, and ROAS. While Impression Share measures ad visibility, CTR assesses the effectiveness of your ads in generating clicks, Conversion Rate measures the rate at which clicks lead to conversions, and ROAS evaluates the financial return on your ad spend.

Historical context or development: Impression Share has been a key metric in digital advertising since the early days of platforms like Google Ads. As these platforms have evolved, so too have the methods and strategies for optimising Impression Share to improve overall ad campaign performance.

Resources for further learning: To learn more about Impression Share and its role in digital advertising, consider visiting the following resources:

Related services: Services offered by the digital agency related to Impression Share:

  • Google Ads Management – Managing and optimising your Google Ads campaigns to improve Impression Share and overall performance.
  • Microsoft Advertising Management – Overseeing and refining your Microsoft Advertising campaigns to enhance Impression Share and ad effectiveness.