Impression share is an important metric to consider as you look to scale your Ampd campaigns and double down on success. Impression share helps you understand how much of the total market you are reaching. It is based on the keywords within a given campaign and how often your ads are showing on Google.
One way to think about this, is if there are 100 people on Google searching for your products, how many of those people did you show an ad to?
Per Google: Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. A simple formula for this is:
Impression share = impressions / total eligible impressions
For example, If you have a single keyword campaign, with a keyword that is searched 2,000 times per month, and you have garnered 1,000 impressions, this means your impression share is 50%. You have shown up 50% of the total possible opportunities.
Now, if your campaign is hitting your goals and you want to scale up, you can improve your impression share by evaluating additional metrics Ampd provides.
Impression Share Loss, Budget: This indicates the percentage of the time your ad is not being seen on Google, due to low daily budget restraints. One way to address this, would be to increase your daily budget for that campaign. By doing so, Google will serve your ads more throughout the day, gaining more impressions.
Impression share loss, Rank: This indicates the percentage of the time your ad is not being shown/seen on Google, due to the quality and strength of your ad. Ways to improve this include:
- Increase the MAX CPC bid of that campaign -- by doing so, you will get more competitive in the auction, therefore increasing your ad rank and position on the Google SERP page
- Make sure you have maxed out all 14 headlines and 4 descriptions, with relevant “keyword” headlines (relating to the specific keywords of that campaign)
- Using “Amazon” qualified headlines in your ad copy as well (Shop On Amazon, Buy With Prime, etc)