Official: Google AdWords Adds Impression Share Metric
Jul 6, 2007 at 9:37am ET by Barry Schwartz
The Inside AdWords blog announced the official release of a new metric you can find in your AdWords reports. The new metric is impression share, which we actually reported back in April.
The new metrics include:
- 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.
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Impression Share (IS) – this sounds like it could be a really useful SEO tool for keyword analysis, with a much smaller AdWords budget required… to generate a more accurate number of impressions per keyword/keyphrase. Valuable indeed!
Field Report: Impression Share says one of our AdWords campaigns is only receiving 12% of possible impressions, and the reason is due to rank, not budget. Yet our Average Position is 3. If we are bidding enough to have the number three position, I’d think are ads would be shown whenever someone enters our keywords in a Google search. Apparently not!