Impression share is the number of times your ads Appear on Google divided by the number of times it could appear in the market you were targeting. Impression share is a way to understand weather it could reach to more impressions (appears) on Google or not by increasing the bid and budget or Quality of ads.
There are 2 reasons which affect the Impression share and impression share rate.
It is very much possible that your campaign running Budget is so low that the audience or market you want to reach out is not targeted. For example, to reach out to a certain market you need to have a suggested campaign cost of 100$ a day but due to low budget you are running it on 70$ a day. Due to the difference in the demanded suggested budget by Google and your budget the impression share on your ads will be low.
Or let us try to understand it with Bid and Bidding. Let’s say the keywords that you are using in your Campaign for example let us take a keyword “school bag” the minimum ask from Google on this key word is 2$ but your bid is 1.50$ due to the mismatch of the ask bid and your bid the amount of impression share that your ad should get will not match its potential eligible impression share.
It is always possible to improve your impression share in this area of budget and bid. If your conversion or your revenue from the Goggle ads are good then you can always increase your budget to get eligible impression share.
The second factor that affects the Impression share is the Quality of the ads or low ads rank in impression share. Your quality score is
one of the ways to improve your ads Quality is by decreasing your CPC (cost per Click) if your CPC is low then your ads quality score will be high and your ad will rank better on Google. Also, the more your ad quality score drops the more you start paying to Google. If your quality score is more then you will also get more extensions to reach out your audience and market.
There are 3 types of keywords that we use in a Google ad campaign–
To calculate your ad quality Google will always take the exact keyword that matches the search result. For New Campaigns it becomes very hard to get good quality score as most of their Keywords doesn’t match exactly and also Google doesn’t have any of their previous campaigns to calculate the ad quality. A good headline, Description, your URL, Exact Keywords, and landing page are few must to have ingredients to make your Quality score high. If your quality score is less than trying to think on these factors.
Yes, in our opinion it does Matters. Let us think it in this way, if you have a target audience of 1000 to reach but due to low impression share you were unable to get to those Audiences, you are only reaching 800. The Missing 200 audience is your loss in revenue and conversion, we also think it is the most undervalued metrics in PPC.
Our Advise, Do not neglect your impression share rate and concentrate on getting as much coverage as possible for your Ad spend. It is important that you utilize each metrics to its potential to succeed in your business.