Impression Share Calculator
Visibility is everything when it comes to online advertising. One PPC metric that offers significant insight is Impression Share – it indicates how well ads are performing compared to total options available.
What is Impression Share?
Impression Share (IS) is the percentage of impressions your ad received compared to the total number of impressions it was permitted to have. It essentially means how frequently your ads appear when they are eligible.
The formula is: (Impressions / Total Eligible Impressions) × 100
- Impressions: The number of times your ads were shown
- Eligible Impressions: The total number of times your ad could have shown
For example, if your ad appeared 7,000 times out of 10,000 eligible impressions, your impression share would be 70%.
Why It Matters
A low impression share indicates untapped opportunities and your ads are not showing as often as they could, possibly because of:
- Ineffective targeting
- Rising competition
- Low ad rank (quality score and bid)
- Limited budget
By continuously monitoring your impression share, you can pinpoint where you are lagging and take action to enhance performance.
How to Use the Calculator Effectively
- Consistent Tracking: Check your impression share frequently to identify any trends.
- Segmented Analysis: Analyze impression share for various campaigns and devices to gain insights into what audiences prefer.
- Holistic Evaluation: Along with impression share. consider CTR, CPC, and conversions for a comprehensive performance review.
- Strategic Adjustments: If your impressions are low because of budget, increase it. If low rank is the cause, then enhance bids and relevancy of ads.
Conclusion
So if you are handling a small or large scale campaign, understanding and using impression share calculators helps you tap into opportunities and improve ad performance. The results offer insights into data and capture more attention, clicks, and more conversions.