Impression Share

Understanding Impression Share in PPC Advertising

If you’re running a PPC (Pay-Per-Click) advertising campaign, it’s important to know how your ads are performing. One of the key metrics that you should keep track of is impression share. It is a term used in the world of PPC advertising that represents the percentage of times your ad is shown to potential customers. In this blog post, we’ll take a closer look at what impression share means and why it matters for your PPC campaign.

What is impression share and how is it calculated?

It is the number of impressions your ad receives divided by the estimated number of impressions it was eligible to receive. For example, if your ad received 50 impressions out of a possible 100, your share would be 50%.

Impression share is calculated differently for each search engine or platform, but in general, it takes into account factors like your bid, ad quality, budget, and targeting options. If your ad campaign is highly targeted, your share may be lower because there are fewer opportunities for your ad to be shown.

Why is it important?

Impression share is an important metric for several reasons. First, it can give you insight into how your ad campaign is performing compared to your competitors. If your share is lower than your competitors, it could be a sign that you need to adjust your bidding strategy or improve the quality of your ads.

Impression share is also important for budgeting purposes. If your share is lower than you would like, you may need to allocate more budget to your ad campaign in order to increase your visibility. On the other hand, if your impression share is high, you may be able to reduce your budget while still maintaining your performance.

How can you improve your impression share?

There are several strategies you can use to improve your impression share. First, you can increase your bid for relevant keywords in order to win more auctions and increase your ad exposure. You can also improve your ad quality by optimizing your ad copy and landing pages to improve your Quality Score.

Another way to increase your impression share is to expand your geographic or demographic targeting. By broadening your targeting options, you can reach more potential customers and increase the likelihood that your ad will be shown.

How should you interpret data?

When interpreting impression share data, it’s important to consider the context of your ad campaign. For example, if you have a highly specific target audience, your share may be lower because there are fewer opportunities for your ad to be shown. However, if your share is consistently lower than your competitors’ or if it’s decreasing over time, it may be a sign that you need to adjust your strategy.

It’s also important to consider how impression share relates to other metrics like click-through rate (CTR) and conversion rate. A high share doesn’t necessarily guarantee that your campaign is successful, so it’s important to look at other indicators of performance as well.


Impression share is a key metric for PPC advertisers. By understanding how it is calculated and why it matters, you can make more informed decisions about your ad campaigns. Whether you’re looking to increase your visibility, optimize your budget, or improve your ad quality, impression share can provide valuable insights into what’s working and what’s not. So if you’re not already tracking your share, it’s time to start paying attention!

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