Impression Share
📚BasicsImpression Share (IS) is the percentage of total available impressions your campaign received. If it's 80%, you missed 20% of potential impressions.
Aliases: IS · Deo prikaza
What it is
Impression Share (IS) is the percentage of all available impressions a campaign actually received, split into actual Search IS and two lost portions: Lost IS (rank) and Lost IS (budget). Lost IS (rank) shows how many impressions you're missing due to a weak Ad Rank, while Lost IS (budget) shows how many you're missing because the daily budget ran out before the day ended.
My take
When an audit shows a profitable campaign losing more than 30% of its impression share to budget, that tells me to raise the budget, not touch bids or keywords.
Example
A campaign received 6,500 of a possible 10,000 impressions, for a Search IS of 65% (6,500 divided by 10,000).
Read in depth
Google Ads audit: complete checklist →Related terms