Search Impression Share in Google Ads: What it is and Why it Matters
In the world of digital advertising, impression share is a key metric that determines the visibility of your ads in search engine results pages (SERPs). Google Ads, in particular, provides advertisers with a metric called Search Impression Share (SIS) to help them understand their reach in the search network.
So, what exactly is Search Impression Share?
Search Impression Share is the percentage of impressions you received on the Google search network divided by the estimated number of impressions you were eligible to receive. In other words, it’s a measure of how often your ads appeared in front of potential customers compared to the total number of opportunities for them to appear.
Why does Search Impression Share matter?
SIS is an important metric because it helps you understand the reach of your campaigns and helps you identify areas for improvement. If your SIS is low, it means that your ads are not appearing in front of as many potential customers as they could be. This can be due to a variety of reasons, including low bid amounts, poor ad relevance, or low-quality scores. By understanding and improving your SIS, you can maximize your advertising efforts and reach more customers.
How can you improve your Search Impression Share?
To improve your SIS, you can focus on the following areas:
Bid amounts: Increase your bid amount to improve your ad’s position in the SERP and increase your SIS.
Ad relevance: Make sure your ads are highly relevant to the keywords you’re targeting. This will help improve your ad’s relevance score and increase your SIS.
Quality score: Improve your ad’s quality score by creating compelling and relevant ads, landing pages, and ad extensions. This will help increase your SIS and reduce your cost per click.
In conclusion, Search Impression Share is an important metric in Google Ads that provides advertisers with valuable insights into their reach in the search network. By understanding and improving your SIS, you can maximize your advertising efforts and reach more customers.