Insights

Ad Group Level Impression Share Metrics Come To PPC Advertising

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Alex Cox

PPC Manager

As a result of numerous requests from online advertisers, Google AdWords has offered ad group level impression share metrics for the Search and Display Networks, making it easier to identify, analyse and track the success of your highest performing ad groups, helping you to ensure your ads capture the maximum number of impressions.

Here at Liberty, our Pay Per Click advertising team had been suffering from sleepless nights for some time, unable to dampen their excitement and anticipation at having three new columns on their ad groups tab to play with.

The three new columns responsible for causing such excitement are:

  • Impr. Share – this tab details the percentage of impressions you received as a proportion of the impressions you were eligible for.
  • Lost IS (Rank) – this column identifies the number of impressions you lost due to your Ad Rank.
  • Exact Match IS – (Search Network only) shows the percentage of impressions received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive.

In terms of Google AdWords, it seems it never rains but it pours. Pay Per Click advertising specialists are also happy to see the further addition of an update to the algorithms, ensuring more accurate campaign impression share metrics. This has brought about additional changes that PPC advertising professionals will need to keep abreast of.

  • Improved campaign level statistics – an improvement in the algorithms has not only improved impression share metrics, it has also updated all erstwhile campaign-level impression share metrics dating back to May 2011. However, as a consequence of this change, you are no longer able to see campaign-level share metrics prior to May 2011.

If you’re looking to make the most of your PPC advertising campaign, the experienced and professional team here at Liberty will put their expertise to good use making sure you receive the very best value from each and every penny you spend.

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By

Alex Cox

PPC Manager

Alex has had extensive knowledge of both agency and client side as a senior paid marketing manager, starting his journey off at the paid media team at British Airways. His experience primarily focuses on retail, financial services, tech, automotive, beauty and travel. While he specialises in PPC advertising across all digital channels, he also has…

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