In pay-per-click (PPC) advertising, impression share is a metric that represents the percentage of auctions in which an advertiser’s ad was shown, based on the ad’s eligibility to appear. Impression share is calculated by dividing the number of impressions an advertiser’s ad received by the total number of impressions the ad was eligible to receive.
Impression share can be an important metric for advertisers to track because it gives an indication of the reach and visibility of their ad campaigns. If an advertiser has a low impression share, it could mean that their ads are not being shown as often as they could be, which could be due to a variety of factors such as low bids, poor ad quality, or limited targeting.
By analysing their impression share and identifying areas for improvement, advertisers can increase the reach and effectiveness of their PPC campaigns.
