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Impression Share


Impression Share in the SEO space refers to the percentage of total available impressions that a particular ad or campaign receives compared to the total number of impressions it was eligible to receive. It provides insights into the visibility and competitiveness of an ad within a given market or ad auction.

Example of how you can use Impression Share

For example, suppose you’re running a Google Ads campaign for your online clothing store targeting users searching for “women’s dresses.” If your Impression Share for this keyword is 60%, it means your ads are appearing for 60% of the total searches related to “women’s dresses.” By improving your Impression Share, you can increase your ad’s visibility and reach more potential customers interested in your products.


Impression Share = (Total Number of Impressions Received / Total Number of Eligible Impressions) x 100%

Key Takeaways

  1. Impression Share is a key performance metric in online advertising that measures the visibility and competitiveness of ads within a specific market or ad auction.
  2. A higher Impression Share indicates that an ad is appearing more frequently in search results or on relevant websites, increasing exposure to potential customers.
  3. Improving Impression Share can lead to increased brand awareness, website traffic, and potential conversions, as ads are seen by a larger audience.
  4. Factors such as ad relevance, bid strategy, budget allocation, and ad quality score can impact Impression Share and should be optimized for better performance.
  5. Regular monitoring and analysis of Impression Share metrics are essential for identifying opportunities for improvement and maximizing the effectiveness of advertising campaigns.


What is a good Impression Share benchmark for advertising campaigns?

A good Impression Share benchmark varies depending on factors such as industry, competition, and campaign objectives. Generally, aim for an Impression Share of 80% or higher for top-performing keywords or campaigns.

How can I increase my Impression Share in online advertising campaigns?

To increase Impression Share, focus on improving ad relevance, increasing bid amounts, expanding keyword targeting, optimizing ad extensions, and enhancing ad quality to increase eligibility and competitiveness in ad auctions.

Why is Impression Share important for advertisers?

Impression Share is important because it indicates the reach and visibility of ads in relation to the total market opportunity. By maximizing Impression Share, advertisers can increase their chances of connecting with potential customers and achieving campaign objectives.

Can Impression Share be measured for specific ad positions?

Yes, Impression Share can be measured for specific ad positions, such as top of page or absolute top of page, to evaluate the effectiveness of bidding strategies and ad placement in search engine results.

What are some common reasons for low Impression Share in advertising campaigns?

Common reasons for low Impression Share include limited budget constraints, low ad rank or quality score, targeting restrictions, ad scheduling limitations, and low keyword relevance or search volume.

How does Impression Share differ from click-through rate (CTR)?

Impression Share measures the percentage of total available impressions received by an ad, while click-through rate (CTR) measures the percentage of users who click on an ad after seeing it. Impression Share focuses on ad visibility, while CTR measures user engagement.

Is it possible to achieve 100% Impression Share in advertising campaigns?

Achieving 100% Impression Share is theoretically possible but challenging, as it would require bidding aggressively on all relevant keywords, targeting all available audiences, and having no budget constraints or ad quality issues.

How can I track Impression Share in Google Ads or other advertising platforms?

Impression Share data is available in the reporting section of advertising platforms like Google Ads. You can view Impression Share metrics at the campaign, ad group, keyword, or ad level to assess performance and identify optimization opportunities.

Does Impression Share vary by device or location?

Yes, Impression Share can vary by device (desktop, mobile, tablet) and geographic location (country, region, city) based on factors such as user behavior, device preferences, and local market dynamics.

Can Impression Share be used as a performance indicator for organic search results?

While Impression Share is primarily used in the context of paid advertising, similar concepts can be applied to organic search results to evaluate website visibility and competitiveness within search engine results pages (SERPs).

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