The more aggressive your bids are, the more impression share you own, the more conversions you get. Simple, right? Well, not quite… Let’s start by breaking down what the famous share metrics actually mean!

Metric Definitions

Here is how Google define these terms:

  • Search Impression Share: Impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.
  • Impression Share (Top%): percent of your impressions that are shown anywhere above the organic search results
  • Click Share: Number of clicks you’ve received on the Search Network divided by the estimated maximum number of clicks that you could have received.

Is it really all about showing on top of the Search Results?

It is hard to deny the impact of standing at one of the top spots on the Google search results. The platform boasts an incredible volume of highly qualified, action-ready customers. This consideration has led to continuous bidding wars as advertisers compete for traffic from their top valued keywords. In this aggressive battle, it can be easy to forget why digital advertising was a revolution: It’s all about targeting, who we show our ads to, and not how many people see it.

Impression share shows how often an ad appears, while click share demonstrates the frequency in which it is clicked. At the end of the day, quality website traffic is what we are after. Following this philosophy, the plan on one of my accounts has been to create campaigns based…

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