What is a good Impression Share in Google Ads?

google ads metrics Jun 05, 2024
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By: Jyll Saskin Gales, Google Ads Coach

Have you ever wondered what a "decent" impression share in Google Ads looks like? If so, you're not alone! Many advertisers get fixated on this metric, trying to hit a magic number. But here's the truth: there's no universally good or bad impression share.


Impression Share: A Diagnostic Tool, Not a Scorecard

Impression share is simply a tool to gauge how often your ads are shown when they're eligible. If your impression share is 15%, it means your ads appeared 15% of the time they could have, based on factors like search queries and targeting settings.

It's crucial to remember that impression share doesn't tell the whole story. It's essential to look at the two additional columns: Search Lost Impression Share (Rank) and Search Lost Impression Share (Budget). These columns reveal why you're missing out on impressions – whether it's due to low ad rank or budget constraints.


Benchmarking Impression Share: Brand vs. Non-Brand

While there are no hard and fast rules, here are some general guidelines for impression share benchmarks:

  • Brand Search: Aim for at least 80% impression share. Since you're targeting users searching for your brand, you want to dominate the top of the page. If there's no competition, strive for 90% or higher.
  • Non-Brand Search: I personally don't like campaign-level impression share to dip below 10%. If you're investing time and resources into your ads, you want them to be seen at least a decent portion of the time.


The Importance of Context

Remember, impression share should be viewed in context. If your impression share is low, it doesn't necessarily mean your campaigns are failing. It could be a result of your targeting choices. For instance, targeting many keywords or locations can naturally lead to a lower impression share.


A "decent" impression share is one that ensures your ads get enough visibility to justify your efforts. Don't get hung up on arbitrary numbers. Instead, use impression share as a diagnostic tool to identify areas for improvement, such as optimizing your bidding strategy or increasing your budget.

And don't forget to check your lost impression share columns to understand why you're missing out on potential impressions. By addressing these issues, you can maximize your reach and drive better results from your Google Ads campaigns.

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