Impression share formula

Impression share = impressions / total eligible impressions

What is a good impression share?

A good impression share is subjective. In a large market with a significant audience, even a small percentage can be considered good. It is more important to focus on the return on investment (ROI) metrics of an account rather than solely on impression share.

How can I improve my impression share in Google Search?

There’s 2 options - you either would have to increase your daily budgets and account spend or you can increase your quality score. Google Search accounts with higher average quality scores would typically be able to serve more ads at a lower rate than accounts with low quality scores.

How can I best use impression share metrics to optimize my account?

I would use it for awareness campaigns and goals - more on the display or video side instead of search campaigns. Search impression share can be used as a bidding strategy in order to attain more visibility, for a certain audience within the display or video network.