Comments on: Use Your Impression Share Report To Increase Clicks and Conversions

By: Craig Desmarais

Craig Desmarais — Fri, 06 May 2011 13:21:00 +0000

Thanks for the info! I am currently working on a PPC campaign where the impression share is quite low, which unfortunately means low CTR and conversion rate. I will try to increase the max CPC bids to try to boost their avg position and look into the keyword variations to see how they are performing.

Thanks for the tips!

By: Eric

Eric — Thu, 24 Jun 2010 10:36:58 +0000

Great article. It seems you information and guidance continued where google left off. They didnt provide any good examples and solutions.

By: Rockey Killer

Rockey Killer — Mon, 31 May 2010 23:39:07 +0000

Hello,

Your post is really helpful
Only thing that was bothering me was

“Lost IS (Rank): This column reflects a portion of the total page impressions you were eligible for that were lost due to budget or rank reasons.”

Is it so , that this column will also reflects the page impressions that were lost due to budget ?

Rockey

By: Sean

Sean — Wed, 17 Feb 2010 01:48:34 +0000

Hi Joe,

I found your guidance very useful. I am trying to understand how I can tell if I am getting the right people. I have a CTR of nearly 2% – IS 19% – Lost Rank 78% which from what you advise means I need to increase the bids, but the ROI is already negative – any suggestions?

By: Joe

Joe — Wed, 08 Oct 2008 17:46:37 +0000

Hello Phil:
That’s a good question. Sounds like your budget isn’t holding you back. And it sounds like your Exact Match IS is great at 95%. It must be your other match types that aren’t ranking well and that is bringing down your overall IS. You may want to check your broad & phrase match keywords.

Hello Google-Free:
If you are using day-parting to turn your ads off completely, then the IS percentage should be correct. I would think Google measures that total number of impressions for when your ads are active. So, if your ads are turned off at 9pm until 8am, then you are not generating impressions. I hope that makes sense!

By: Google-free

Google-free — Wed, 08 Oct 2008 15:24:45 +0000

HI Joe,

Thx for this great post.
Starting from it would you agree to dig in deeper and talk about the influence of DayParting on this report plz ?
ie.: if my campaign set up includes a day parting from 8 am to 9 pm
Then how accurate this report would be ?
My understanding is this report is not accurate with the day parting but, is it ?

By: Phil EH

Phil EH — Wed, 08 Oct 2008 15:02:58 +0000

I’m puzzled by some of the impression share data. For example we have one campaign with IS of just 26%, Exact IS of 95% and averag position of 1.9. Lost IS budget is 0%. Lost IS Rank is 74%. But how can an add with position 1.9 lose out due to rank 74% of the time? Does that mean the times it does not show the rank would have been much lower?