noun · paid search

Impression share

Impression share is the percentage of searches your ad was eligible for where it actually appeared.

In practice

If your ad could have shown 1,000 times and it showed 800, your impression share is 80%. Google Ads also reports why you lost the rest, either budget or ad rank. For a brand campaign you want it near the top, and target impression share bidding is built to get you there.

Not to be confused with

Click-through rate, which measures how often people clicked once your ad did show.