Google Ads Impression Share: What It Is and How to Improve It
Impression share is the percentage of impressions your ads received out of the total you were eligible for. Three key metrics: Search Impression Share (your impressions ÷ eligible impressions), Search Lost IS (Budget) — impressions lost because your budget ran out, and Search Lost IS (Rank) — impres
Quick Summary
Impression share is the percentage of impressions your ads received out of the total you were eligible for. Three key metrics: Search Impression Share (your impressions ÷ eligible impressions), Search Lost IS (Budget) — impressions lost because your budget ran out, and Search Lost IS (Rank) — impressions lost because your Ad Rank was too low. High lost IS (Budget) means you need more budget. High lost IS (Rank) means you need better Quality Scores or higher bids. For brand campaigns, aim for 90%+ impression share. For non-brand, 50-70% is typical.
Overview
Impression share is the percentage of impressions your ads received out of the total you were eligible for. Three key metrics: Search Impression Share (your impressions ÷ eligible impressions), Search Lost IS (Budget) — impressions lost because your budget ran out, and Search Lost IS (Rank) — impressions lost because your Ad Rank was too low. High lost IS (Budget) means you need more budget. High lost IS (Rank) means you need better Quality Scores or higher bids. For brand campaigns, aim for 90%+ impression share. For non-brand, 50-70% is typical.
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