How much attention are your search ads getting?

The search impression share metric in Google Ads shows just how often your ads are appearing.

There are also search impression share metrics designed to show how often your ads appeared at the top of the page or at the absolute top of the page.

If your ads are losing a percentage of the impression share, then these metrics will also tell you whether the impression share being lost is due either to a budget issue or a rank issue.

If search impression share is being lost due to a budget issue, then this indicates that there is a opportunity to increase your impression share by simply increasing the budget.

If search impression share is being lost due a rank issue, then this indicates that either keyword bids are set too low (if using Manual CPC or Enhanced CPC bidding), or keyword quality scores are too low.

One easy way to increase keyword quality scores so you can capture more of the available impression share and actually pay less for clicks is to incorporate dynamic keyword insertion into your ads.

If you would like to get a comprehensive list of other simple but necessary Google Ads optimizations, then sign up to receive our Ultimate Google Ads Checklist.

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Video Transcription


0:00
[Music]
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why do you run Google ads
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if I had to guess I would probably say
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to gain more recognition to gain more
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customers gain more leads or drive more
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sales
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so
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um hi I’m Maura from Main Street ROI and
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today I’m going to be talking to you
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about the metric that looks at how much
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attention your ads are getting so this
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is going to be your search impression
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share so the search impression share is
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a metric that looks at how many times
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your ads were seen versus how many times
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they were eligible to appear
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um be eligible to appear number is
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basically the total number of searches
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that match any of your keywords or
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anything like that from your ads or any
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other competitors so the competitors are
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what is unfortunately keeping all of our
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ads from having 100 search share
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um there are going to be competitors in
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the ads Marketplace but there are things
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that you can do to improve or
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um you know increase your search
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impression share
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so when we’re looking at impression
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share we can look at it in a few
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different ways
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um you can look at it at different
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levels so right here we’re looking at it
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at the campaign level but you can also
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go to the ad group the ad itself or even
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the keyword so it does provide pretty
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granular data
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um you can also look at search
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impression share based on where you were
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on the page
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um so search impression share is a
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general metric is just how many times
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your ad showed up anywhere
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um search top impression share is
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anytime you showed up above the fold of
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your search results so at the top of
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your page In Those ads and search
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absolute top impression share is how
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many times were you the number one
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result
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um in these searches
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so you can kind of see
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um for example if your search impression
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share is super high but your top
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impression share is super low you can
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kind of start to say like hey what’s
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wrong that my ads are being shown a lot
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but not first why am I not at the top of
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the page so then you can kind of take
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things a little bit more granularly
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again and look at the reasoning why so
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there are a few different metrics you
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can look at concerning to rank ad Rank
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and your budget on these ads those two
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are big contributors to the positioning
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of your ads within search results
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um so your search lost impression shared
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due to budget is basically just telling
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you the reason your ads didn’t appear is
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because your budgets or your bids were
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too low to make that appear
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um if your search lost impression share
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is due to rank this means that you you
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might need to improve the quality of
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your ads so that would be the ad copy
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the landing page keyword relevancy All
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That Jazz so basically when you’re
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looking at your keyword impression share
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and you’re looking at you know the
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reasoning behind it the positioning of
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it you can kind of start to formulate a
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more educated plan as to how to improve
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your search impression share
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um and ultimately get more conversions
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and results from your Google ads
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um so I hope this was super helpful
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um here at Main Street ROI we do help
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small businesses with their Google ads
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so if you need some assistance feel free
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to reach out to our team and we’d love
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to get you seen and help you bring up
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your search impression share if that’s
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something specifically that needs help
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thanks bye
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[Music]
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thank you
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[Music]