What quite a lot of people don’t realize is that impression share is not additive. If you’ve ever tried to add the percentages before, it’s quite possible you will have encountered a problem, as the combined values don’t add up as expected. You can increase the budget and see the impact on impression share but it is not recommended to increase the budget without looking at the other factors like conversion rate, bids, targeting, quality score and CTR. Search impression share is very closely tightened with budget. If you are not getting good impression share then you can also check why your impression share was lost? Was it lost because of rank or was it lost due to less availably of budget. So when focusing and analyzing impression share you have to be skeptic enough if you are getting quality impression which is playing an important role in a customer journey. You have to see again what good impression share is as mentioned before. What if you are getting 90% impression share but your goal was to get qualified leads and you get nothing out of it then this 90% is useless. So getting higher impression share is also not very good, yes it is true! You have to focus on quality not quantity. It is possible for the impression you are getting you might be clicking on something which can further lead to conversion but it is not always true that every impression is converted. If you are getting less values on search impression share then it is time to optimize and focus on things in your campaign which can help to maximize impression share.Įvery click has an opportunity cost. 95% impression share should be considered good in case of branded keywords and in case of non-branded keywords 80% should be the bench mark.īut if your keyword is very competitive and you have a limited budget then you should expect and aiming for search impression share near to 60%.

It depends on your goals, the keywords which you are using, branded keywords and non-branded keywords definitely have their own impression shares. 100% Search impression share is ideal no doubt but getting this ideal figure is not an easy thing.

Good impression