How to Improve Your Google Ads Impression Share

Oct 16, 2020 | Marketing


This week’s blog is about how to improve your Google Ads Impression Share. In order to increase your impression share and visibility in search engine results, your Google Ads have to appear more often or in more places. We are sharing a few tips on how to accomplish this.

Quick Review of Google’s Impression Share

According to Google, Impression Share is the percentage of impressions your ads receive compared to the total number of impressions your ads could get. To visualize the math,

Impression share = impressions / total eligible impressions

Eligible impressions are estimated using different factors like your target settings, approval status, and the ad quality. Impression share data is available for your Google Ad campaigns, Google Ad groups, product groups in Google Shopping, and for your keywords. Google’s Impression Share is a great way to figure out whether your ads could reach more people if you were to increase your bids or your budget.

How to Improve Your Google Ads Impression Share

Some tips to help you improve your ad’s impression share:

  • Improve your ad quality
  • Decrease your regional targets
  • Increase your campaign’s budget
  • Increase your bid
  • Re-adjust your budget

By improving your ads relevance, you are improving your ads quality. People click on ads way more when they have good, descriptive content that would be informative and relative to what they’re searching for.

If you decrease your regional targets, you could see an increase in impression share. Be mindful that when you decrease your regional target, it also decreases the potential number of impressions available.

By increasing your campaign’s budget, you are increasing your total impression percentage. Your budget determines how often your ad is shown. So, by increasing your budget you are increasing the visibility of your ad.

If you increase your bid, you are increasing the probability that your ad will show up in Google Ad auctions.

By re-adjusting your budget, it can cover the costs of adjusting your regional targets. Whether you choose to decrease your regional targets or increase them, your budget needs adjusted because of the potential increase or decrease, respectively, in impression share visibility.

Small changes can have a big impact on your ad’s impression share

Small modifications to your Google Ads campaign can have a great impact on impression share. Be ready for the outcome! If you don’t feel comfortable with making changes yourself, especially right before the holiday season, contact us and we’ll take on the responsibility of increasing the quality of your impression share and in turn, your site’s visibility. This is what we do, this is what we are great at!

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Alexander Hatala

Alexander Hatala

Co-founder Custom Design Partners

Alexander Hatala is the co-Founder at Custom Design Partners. He specializes in e-Commerce operations, performance marketing strategies, and behavioral analytics.


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