AdGroup-Level Impression Share Metrics Coming To AdWords

Google is releasing new functionality for AdWords that is aimed at helping them better allocate their budgets. The new feature will give advertisers impression share metrics down to the Ad Group level.

Previously, impression share metrics were available only at the campaign level, which didn’t help when advertisers were trying to determine which particular ad group should be allocated more budget.

“Today you know that your campaign overall is profitable and you know that it has ‘runway’ but when you get down to the Ad Group levels you don’t know much,” Jon Diorio, product manager at Google, told Search Engine Land.

In the Ad Groups tab, advertisers will now be able to see:

  • Impression share: the percentage of impressions received divided by the estimated number of impressions you were eligible to get
  • Lost impression share (Rank): the percentage of impressions lost due to Ad Rank. If you were budget constrained — if your budget, rather than your bid price or quality score was keeping you from getting more impressions — this won’t be shown.
  • Exact match impression share: the share of impressions you received for searches that were an exact match for your keyword divided by the estimated number you were eligible to receive.

Google is also updating the algorithms it uses to calculate these impression share metrics, so it will update all existing campaign-level information back to May 2011. Advertisers won’t be able to see impression share data prior to that time.

All of the impression share metrics will be updated only once a day, around noon Pacific Time, so advertisers will have to wait until after noon Pacific to get full data from the previous day.

The Ad Group impression share metrics will begin being rolled out on January 30 to all advertisers globally, and will probably be released to everyone by the first few days of February.

Related Topics: Channel: SEM | Google: AdWords


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide