TL;DR
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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Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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