Have you ever thought of understanding the impression share of your PPC campaign? It’s very important to analyze impression share to improve your online advertising results. It helps you identify if your ads can reach more audience by improving the ranks or by increasing the budget. Apart from impression share there is much more that you should know and therefore, I’m sharing this article with everyone.

Impression share is the percentage of total number of impressions that your ads had, divided by the total number of impressions that your ads were eligible for. Impression share eligibility is based on many factors like geo-targeting, approval status, bids and quality score. AdWords gives option to examine your account’s impression share at either campaign, ad group or keyword level under competitive metric.

Google AdWords offers many analytical tools, competitive metrics is one of them which gives you power to acknowledge the impression potential of your PPC Campaign. This will help you identify what impression share you are obtaining. Moreover, there are other metrics that will help you know how much impression share you are losing because of low budget or rank. In short, it gives you power to measure the success of your account.

How to view competitive metrics in AdWords?

These are the few steps to modify your campaign’s columns:

1. Go to all online campaign.
2. Go to “Columns tab” and click on Modify columns.

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3. Scroll down and click on “Competitive metrics”.
4. Add metrics that you wish and click on "Apply" button.

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And then you’ll be able to view the chosen columns added to your campaign data. Now let’s find the purpose of these metrics and how it can help you offer Best White label PPC solutions to your client. Below are the metrics that comes under competitive metrics, defined according to Google:

• Search Impression share – the impressions that your campaign received on the Search Network divided by the estimated number of impressions you were eligible to receive. This metrics lets you identify your impression share on the Search Network for specific campaign, ad group or keyword.

• Search Exact match IS – the impressions that your campaign received on the Search Network divided by the estimated number of impressions you were eligible to receive for the search terms that exactly matched your keywords. Suppose, you are using broad match or phrase match keywords and receiving low impression share but the exact match impression share is high. Then, you might add the terms as an exact match, this can help you to Increase your impression share.

• Search Lost IS (rank) – this is the percentage of time your ads were not shown on Search Network because of poor ad rank. Let me explain with an example, suppose you see 10% in this metrics, then it means that your ad where not shown to 10% of customer searches that matched your keywords.

• Search Lost IS (budget) – this is the percentage of time your ads were not shown on Search Network because of low budget. You can view this metric only at campaign level because budgets are set at campaign level and not at the keyword or ad group level. Try to manage your ads with ad-scheduling and bid-adjustment to reach most significant target audience.

• Display Impression share – the impressions that your campaign received on the Display Network divided by the estimated number of impressions you were eligible to receive. This metric gives you a rapid look over the amount of traffic your campaign is receiving.

• Display Lost IS (rank) – this is the percentage of time your ads were not shown on Display Network because of poor ad rank.

• Display Lost IS (budget) – this is the percentage of time your ads were not shown on Display Network because of low budget. This metrics lets you measure the amount of traffic your campaign is missing out because of low budget. Similar to Search Lost IS (budget), you can view this metric only at campaign level.

• Relative CTR – It is calculated by, dividing your Display campaign’s CTR by the average CTR of all other ads running on the same place. You can view this metrics at campaign and ad group level. According to Google, this metric has been designed to give you insights into how your display ads are performing in comparison to other ads running for the same place on Google Display Network (GDN). And it is important to inspect relative CTR before taking any action centered on impression share.

Let’s understand with an example – Suppose, you have a CTR of 0.83% and the average CTR of your competitors is 0.67%. Then your relative CTR will be 1.2, which means your CTR is 1.2x better than them. But relative CTR often vary because it depends upon you and your competitors work.

Tips and Tricks

At first, understand the objectives of your campaign and make the required efforts to accomplish them. Use these competitive metrics to manage your campaigns and to build up your online presence compared to your competitors.

In case you are not receiving good impression share for broadly matched keywords. Well in that case, analyzing search term reports can be a good way. It will help you identify the relevant search terms and then you can add them as keywords to increase your impression share on those searches. Moreover, you can recognize irrelevant terms and add them as negative keywords.

Search/Display Lost IS (rank) and Search/Display Lost IS (budget) helps you identify the reason for low impression share. You can take right action according to the opportunities for better results. I would recommend to boost the quality score of keywords before increasing the bids, also control your ads with different targeting options offered by AdWords.

Closing Thoughts

I’m sure this article will help you stack up against the competition. Competitive metrics gives an overall effectiveness of keywords, ad groups and campaign plus they are very helpful in capturing the maximum relevant audience conceivable. In fact, it offers you the valuable ideas to optimize your campaign performance.