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Struggling with Low Impression Share? Here’s What Might Be Causing It in Google Ads

  • Writer: Haroon Qureshi
    Haroon Qureshi
  • Apr 23
  • 3 min read

Updated: May 2

If you've been pouring time and money into your Google Ads campaigns but aren't seeing the results you hoped for, you might be facing a low impression share problem.


Understanding and improving your impression share can be the key to unlocking more visibility and better campaign performance.


In this blog post, we'll define what impression share is, why it matters, identify common causes of low impression share and provide practical solutions to boost your ads' visibility.


What Is Impression Share (IS)?


Impression Share (IS) is a crucial metric in Google Ads that represents the percentage of impressions your ads receive out of the total number of impressions they're eligible for. It is important for analyzing your ad performance and understanding how well you are showing up against potential competitors.


The Types of Impression Share


  1. Search Impression Share: This indicates the number of impressions your ads received on the Google Search Network. It is calculated based on your ads appearing for relevant search queries.


  2. Display Impression Share: This tracks how many times your ads have been shown on the Google Display Network compared to how many times they were eligible to appear.


  3. Lost Impression Share: This is divided into two categories, Lost IS due to Budget and Lost IS due to Rank. The former occurs when your budget limits your ad visibility, while the latter is due to low ad rank from factors like a lower Quality Score or insufficient bids.


High angle view of a Google Ads dashboard
Google Ads dashboard displaying impression share metrics.

Why Low Impression Share Matters


A low impression share can be detrimental to your advertising goals. Fewer impressions mean fewer opportunities for users to engage with your ads, leading to reduced clicks and conversions. If you're not showing up for relevant searches, your potential customers may never find you.


Moreover, a low impression share often indicates inefficiencies within your budget allocation or a need to improve ad rank. This can be a significant signal that your campaigns require immediate attention to unlock their full potential.



Top Reasons for Low Impression Share


Understanding why you might be experiencing low impression share is essential for diagnosis and improvement. Here are the most common culprits:


  1. Limited Budget: If your budget is too low, you won’t be able to compete effectively in the ad auctions.


  2. Low Ad Rank: Factors such as a low Quality Score or insufficient bids can contribute to a lack of visibility.


  3. High Competition: If other advertisers are outbidding you for the same keywords, you may lose impressions to them.


  4. Broad Targeting: Casting too wide a net over many keywords or geographical areas can spread your budget too thin.


  5. Low Bids: If your bids are not competitive enough, particularly for high-demand keywords, your ads may fail to show.


Close-up view of a computer screen showing Google Ads bid adjustments
Google Ads interface showing bid adjustments for campaigns.

How to Fix It


Identifying the cause of low impression share is just the first step. Here are actionable strategies to improve your situation:


  1. Increase Your Daily Budget: If you're losing impression share due to budget constraints, consider increasing your daily budget. This improvement can help ensure your ads appear more frequently in competitive auctions.


  2. Improve Your Quality Score: Focus on refining your ad copy, optimizing landing pages, and ensuring your keywords are relevant. A higher Quality Score can lead to a better ad rank, allowing your ads to show more often.


  3. Refine Targeting: Analyze data and concentrate your efforts on high-performing audiences, specific geographical locations, or device types. This can help you direct your budget more effectively.


  4. Adjust Bids Strategically: Use bid adjustments for specific times of the day or for mobile devices that yield better performance.


  5. Use Automated Bidding Strategies: Consider using options like Target Impression Share or Maximize Clicks. These automated strategies allow Google to manage your bids to enhance visibility.


  6. Monitor & Optimize Regularly: Make it a habit to check your campaigns weekly. Tracking performance can help you spot issues with impression share and make necessary adjustments promptly.


Tools to Monitor Impression Share


Checking your impression share in the Google Ads interface is straightforward. You can find this data in the "Campaigns," "Ad Groups," or "Keywords" tabs. Look for the column labeled "Impression Share" to analyze your current performance.


Additionally, the Auction Insights report is a fantastic tool for understanding whom you're competing against. It provides insights into competitors’ impression shares, allowing you to adjust your strategy accordingly.


If you're struggling with low Impression Share, now's the time to dig into your data, fine-tune your campaigns, and outsmart the competition. These fixes can help you get your ads in front of the right people without blowing your budget.


With improved impression share, you can unlock more engagement, click-throughs, and ultimately, conversions. By diagnosing the reasons behind your current performance and implementing actionable strategies, you'll be well on your way to elevating your Google Ads campaigns to new heights.



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