Impression Share (IS)
Percentage of impressions your ads received vs. total available.
Definition
Impression Share is the percentage of impressions your ads received compared to the total number they were eligible for. Low impression share means you're missing opportunities. Google breaks this down into lost IS due to budget and lost IS due to rank.
Impression Share = Impressions / Eligible Impressions
Industry Benchmarks
Target 80%+ for brand campaigns, 50%+ for competitive non-brand campaigns.
Target 80%+ for brand campaigns, 50%+ for competitive non-brand campaigns.
Practical Tips
- If lost to budget, increase budget or reduce bids
- If lost to rank, improve Quality Score or increase bids
- Focus on search impression share, not display
- Top/Absolute Top IS matters more for competitive terms
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