Explainer: What impression share means in search advertising
· 28m ago · Originally reported by PPC Land
Impression share measures the percentage of ad impressions an advertiser won out of those it was eligible for. The metric is used across Google, Microsoft and Amazon advertising platforms as a gauge of search visibility. It helps advertisers understand how often their ads actually appear when they could.
Why it matters
Impression share tells advertisers how much of the potential market their ads actually reach, making it a key diagnostic for budgets and bids.
Explain it like I’m new here
It's like counting how many of the open seats on a bus your ad actually managed to sit in.
Terms in this story
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Search advertising
Search advertising is placing paid ads alongside search engine results, triggered by the words people search for and usually charged per click.
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