What Is Search Impression Share?
Search impression share is also known as impression share. It is a metric that compares the performance of your ads against the performance of other ads in the same category. You can calculate this by comparing the total number of impressions of your ads to the number of impressions that they can receive.
Whenever your ad is displayed on a webpage, it is considered one impression. You can increase these impressions by making your content more keyword-savvy, relevant, and attractive.
Tracking this search impression share will give you a clear idea of how well your ad is performing and how you can improve it over time, especially with the help of keywords. Impression shares will also help you identify your shortcomings so that you can fix them.
This is the formula you need to calculate search impression share:
Search impression share = Number of impressions you received
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Total number of impressions available
Total number of impressions available = Number of impressions you received
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Impression Share
Why Does Search Impression Share Matter?
Search impression share will help businesses understand what they can do to improvise their campaigns. Starting from adding more keywords to ad groups, campaigns, and geography, there are various aspects that you can improve to get more search impressions.
How Can Marketers Make the Most of Impressions
Leveraging search impression share can be a game changer for marketers. Here are a few ways to do it effectively:
- Revising the Keyword List: Keywords are the main contributors to the size of impression share. Using so many keywords or broad keywords can be a huge hassle. You need to target only those keywords that are very vital to your business with clear intentions.
- Adjust the Geo-Target Settings: Tweaking your location settings to a particular area can help increase the search impression share. You need to focus on smaller areas and target the audience from that location alone.