Explain Google Impression Share Report?

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Avalanche

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Jun 27, 2006
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I've read the google help pages and a couple random blog posts about the google impression share report and maybe it was late last night but I just couldn't figure out what I was looking at. Can anyone explain it clearly?


  • I'm guessing my budget is okay
  • Are they saying that I'm losing most impressions because I'm not ranking high enough (hence needing to raise bids?). If so, that's flat-out crazy because I rank #3-4 for just about every term and actually had to set some position references to keep them out of #1&2 because my ROI tanked.
  • What is the exact match IS in terms of an action I would take from it's results? Felt like I was snorkeling in a lake reading Google's description, as they said something about it telling more about my use of match types.
  • I'm guessing a 12% impression share is bad but other than the "surpising" recommendation that I need to raise bids, I don't know what this tells me.
Impression share (IS) - 12%
Lost IS (Rank) - 88%
Lost IS (Budget) - 0%
Exact Match IS - 75%
 


It means that you are not showing up for 88% of the available impressions on your keyword. In other words, if you want more market share, increase your budget.
 
narsticle said:
It means that you are not showing up for 88% of the available impressions on your keyword. In other words, if you want more market share, increase your budget.
Click to expand...

But I never come close to reaching my budget, and the 88% is next to rank - or am I misreading what Google is saying these mean?
 
Maybe it can also be interpreted as your CTR is too low, so you are missing a lot of impressions.
 
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