How Impressions Are Calculated?


95% impression share should be considered good in case of branded keywords and in case of non-branded keywords 80% should be the bench mark. But if your keyword is very competitive and you have a limited budget then you should expect and aiming for search impression share near to 60%.

How do you analyze impression shares?

Impression Share lost by Ranking

  1. Analyze the structure of the account and organize campaigns in relevant groups and specific for the keywords they contain. …
  2. Increase the relevance of the ads for each keyword group. …
  3. Have a relevant landing page for your ad groups and campaigns.

What is absolute top impression share?

Search absolute top impression share, abbreviated as “Impr share (abs top) %”, is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the absolute top location.

What is impression share lost to rank?

Search Lost Impression Share (Rank) is the percentage of search impression share lost out of the total eligible impressions, due to Ad Rank. Ad Rank depends on factors such as relevant keywords and targeted ads.

What is a good cost per 1000 impressions?

When your business places an ad online, your success is measured based on CPM, which is the cost per 1,000 website impressions. A typical CPM ranges from $2.80 with Google to more than $34 for a local TV spot in Los Angeles.

How do you calculate top impression share?

Search absolute top impression share

top IS” is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.

How do I use Target impression share?

Target impression share is a Smart Bidding strategy that automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results.

What is CPC formula?

CPC): Definition. The average amount that you’ve been charged for a click on your ad. Average cost-per-click (avg. CPC) is calculated by dividing the total cost of your clicks by the total number of clicks. … You’d divide $0.60 (your total cost) by 2 (your total number of clicks) to get an average CPC of $0.30.

How do you calculate CPM impressions?

Calculate budget and impressions

  1. Impressions × CPM ÷ 1,000 = Budget.
  2. Budget ÷ CPM × 1,000 = Impressions.

How do you calculate CPM?

How to calculate CPM. The formula for CPM is as simple as the concept behind it. Since CPM is cost per thousand impressions, then you simply divide the cost by the number of impressions divided by a thousand. So the CPM formula is CPM = 1000 * cost / impressions .

Should I use Target impression share?

Target Impression Share can be useful for campaigns with brand terms. For example, let’s say you want your ad to show 100% of the time when a user searches for your brand. … You could focus on Target Impression Share to ensure your brand is showing up when customers are conducting important searches nearby.

What is Impression Share?

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = impressions / total eligible impressions.

What is maximum CPC bid limit?

A bid that you set to determine the highest amount that you’re willing to pay for a click on your ad. CPC bid, you’ll never pay more than $2 for each click on your ad. … The actual amount that you pay is called the actual CPC and is shown in your account’s “Avg. CPC” column.


What is the impression rate?

An impression is the number of times one of your visitors had viewed a page where a video or audio was included. … For example if 100 visitors have been on a page that included a particular video, and 30 of it have actually started it, the play rate is “30%”.

What is top impression?

Top Impression Rate is the percentage of your total impressions that are appearing anywhere above the organic results on the SERP. Absolute Top Impression Rate is the percentage of your total impressions that are appearing as the very first ad above the organic results on the SERP.

What are eligible impressions?

An event that occurs when your ad was involved in an auction. The winner of each auction was shown to the user; in other words, the eligible impression became an impression (an ad that was viewed by an end-user). …

Is a higher or lower CPM better?

The higher your base CPM, the greater the chance that your ad will appear. Your CPM is comprised of two costs: Data CPM: The cost to utilize audience data to find targeted prospecting or look-alike audiences.

Why is my cost per impression so high?

Your Facebook CPM is usually high when your ads are not relevant to your audience. You may be targeting the wrong people, your ad offer may not be enticing enough, or your ad creative doesn’t get your message across. Also, your ad objective, placement, or timing may be wrong.

Should CTR be high or low?

The higher your CTR in Google Ads, the better your ranking and the lower your costs. Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google’s Quality Score formula. Google uses Quality Score to determine both your ad position and actual cost per click.

How do I fix impression share lost to rank?


  1. Increase Bids. One of the most immediate methods for reducing impression share lost due to rank is to increase your Max CPC bids. …
  2. Review Quality Score. Another factor you can manipulate to improve ad rank is Quality Score. …
  3. Improve Ad Copy. Ad Copy plays a large role in Quality Score and therefore ad rank.

Why are my impression shares so low?

Re-adjust your budget: If you increase your regional targets, you may see a decrease in impression share. That’s because there are now more potential impressions available for your ads. To avoid this, consider re-adjusting your budget so that it’ll cover the costs of your new campaign settings.

How do you increase search impression share?

How to Improve Impression Share?

  1. Focus on Ad Quality. Better quality ads get more engagement. …
  2. Keyword Match Types Matter. …
  3. Negative Keywords are Saviors. …
  4. Increase Your Keyword Bids. …
  5. Learn More About Accelerated Ad Delivery. …
  6. Use Placement Targeting. …
  7. Geo-Targeting. …
  8. Time-Targeting.

What is a target ROAS?

Your target ROAS is the average conversion value (for example, revenue) you’d like to get for each dollar you spend on ads. Keep in mind that the target ROAS you set may influence the conversion volume you get. For example, setting a target that’s too high may limit the amount of traffic your ads may get.