Adwords glossary has long list and some of common terms are ctr, cpc, cpm, cpa, ad rank, quality score, conversion rate, impression etc. Still there are few terms or metrics which are used or read by us less often but are important. Impression share metrics is one of them which are ignored by us or we used to check them less often than other metrics. These metrics are:
Impression Share (IS): Impression is when your ad is shown to a user. So impression share is the percentage of impressions your ad received divided by the estimated number of impressions you were eligible to receive.
Exact Match IS: The percentage of impressions your ad received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive. Exact match IS show the report for only search network.
Lost IS (Rank): In simple words, your ad is not shown due to low cpc bid or quality score (Ad Rank= Quality Score x Bid)
Lost IS (budget): Your ads did not stop serving during this time due to your budget maxing out.
So if you want to reach potential customer all the times impression share metric should be close or near to 100% where as Lost IS (Rank) & Lost IS (budget) should be close to zero. Mathematically we can write all these metrics as :
Impression share + Lost IS (budget) + Lost IS (rank) should always = 100%
In order to find these metrics at adwords, you need to go to Dimension tab and then at Column under competitive metrics you can find all these metrics.
A few weeks back Google adwords accounced to show the Impression Share, Exact Match IS and Lost IS (Rank) metrics at ad group level, most probably at end of this month we can see these metrics in our ad groups.
Impression Share (IS): Impression is when your ad is shown to a user. So impression share is the percentage of impressions your ad received divided by the estimated number of impressions you were eligible to receive.
Exact Match IS: The percentage of impressions your ad received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive. Exact match IS show the report for only search network.
Lost IS (Rank): In simple words, your ad is not shown due to low cpc bid or quality score (Ad Rank= Quality Score x Bid)
Lost IS (budget): Your ads did not stop serving during this time due to your budget maxing out.
So if you want to reach potential customer all the times impression share metric should be close or near to 100% where as Lost IS (Rank) & Lost IS (budget) should be close to zero. Mathematically we can write all these metrics as :
Impression share + Lost IS (budget) + Lost IS (rank) should always = 100%
In order to find these metrics at adwords, you need to go to Dimension tab and then at Column under competitive metrics you can find all these metrics.
A few weeks back Google adwords accounced to show the Impression Share, Exact Match IS and Lost IS (Rank) metrics at ad group level, most probably at end of this month we can see these metrics in our ad groups.
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