Google AdWords Adds Impression Share Metric

Impression Share, a new AdWords metric, represents the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, based on your keyword and campaign settings.

For example, say you own a small web design company and you're using AdWords to sell your services. You're curious to know if you're missing out on potential sales by not appearing every time users search on your keywords. To compare how often your ads are showing to the total opportunities they have to show, run a campaign- or account-level performance report that includes the new Impression Share columns. The report below is a sample of what you'll see:



Impression Share (IS): The percentage of times your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search.

Lost IS (Rank): The percentage of impressions lost due to low Ad Rank (cost-per-click bid x Quality Score).

Lost IS (Budget): The percentage of impressions lost due to budget constraints.