• Impression Shares is the number of times you advert was showed by the times it could have been showed.

• Impression Shares shows you the percentage of missed-opportunities your advert lost out on.

• If you Impression share was 70%, it means your advert lost out on 30% of traffic.

• The Types of Impression Shares:

A. Google Impression Shares – Ad impressions displayed on Google Search. (90- 100% is excellent)

B. Display Impression Shares– Ad impressions displayed on Google Partner Sites. ( 60- 80% is excellent)

C. Lost ‘IS’ Budget– The amount of Impression Share lost due to low budget. (30-40% is poor)

D. Lost ‘IS’ Rank– The amount of Impression Share lost due to low Ad Rank score. (20-30% is poor)

Once you have reached your daily limit on Google Ads, you ads will disappear off Google immediately.

Low budgets result in missed opportunities on Google’s bidding auctions as you won’t be able to compete.

Low bids result in lower ranked positions for your Adverts on Google Ads, which means less Ad exposure.

If you do not win bids in auctions, you will miss out in important impressions that could lead to conversions.

Low Quality Score will reduce the chances of your advert appearing on Google.

Low Quality Score indicates your landing page or adverts needs work, or your bids may be too low.

Low Ad Rank means your advert will not appear on Google.

Low Ad Rank means your Quality Score, Ad Assets and Clickthrough Rate require attention.

Setting errors can limit the amount of people you are targeting in your Google ad campaign.

Setting error examples include targeting:

– Low population areas (Location)

– People with tablets (Devices)

– People that dont speak the right language. (Languages)

Google measures the following formula as follows:

Impression Share = Impressions ÷ Total eligible impressions.

Anything above 70% is solid. Above 90% means you’re dominating that keyword.

Low budget, low bids, poor ad rank, or strong competition can reduce your share.