The Google team has released a new feature in Google Adwords. It is called Share of Impression.
What is Share of Impression
The Share of impression is the percentage of time your ads were shown out of the total number of impression in the market. The percentage is based on the settings of your campaign so if you are targeting a specific country or a specific area, the percentage will reflect the number of times your ads are shown out of the total number of impression in this particular market.
How to use it
This metric is particularly useful to evaluate how well a campaign performs. Indeed if you have a Share of impression of 30%, it means that you are missing out on 70% of the potential audience. Based on those results, you can adjust your campaign budget to make sure that your ads will be displayed at a higher level and therfore more times. Moreover, you can improve your revlevancy and quality score and therefore improve your average position. This metric could also be used to evaluate the size of a market and therefore provides valuable information on your market.
This feature is available in the Report section of your Adwords account, for campaign and ad groups level for search.
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