What is Search Impression Share?
Search impression share is a metric used in online advertising, specifically search engine marketing (SEM) campaigns. It represents the percentage of impressions your ads receive compared to the total number of impressions your ads were eligible to receive.
In other words, search impression share measures the visibility of your ads in relation to the total potential exposure they could have received.
It provides insights into how effectively your ads reach your target audience and how much they compete with other advertisers for visibility
How to calculate Search Impression Share
Search impression share is calculated by dividing the number of impressions your ads received by the estimated number of impressions they were eligible to receive.
The result is expressed as a percentage.
So, for example, if your ads received 500 impressions and were eligible for 1,000 impressions, your search impression share would be 50%.
500 (I) / 1000 (EI) x 100 = 50%
How it works?
This metric can help you evaluate the effectiveness of your ad campaigns and make informed decisions to improve your ad performance.
For example, a higher search impression share indicates that your ads are more visible and have a greater opportunity to reach potential customers.
Conversely, a lower search impression share suggests that your ads may not appear as frequently as they could, potentially limiting your campaign's reach.
By monitoring and optimizing your search impression share, you can identify opportunities to increase your ad exposure and improve the overall performance of your SEM campaigns.
Target Impression Share vs. Search Impression Share
Search impression share and target impression share (TIS) are both metrics used in online advertising, specifically in search engine marketing (SEM) campaigns, but they serve different purposes.
Here's a breakdown of the differences between the two:
Search impression share measures the actual percentage of impressions your ads receive compared to the total number of impressions you were eligible to receive.
As a result, it provides insights into the visibility and reach of your ads.
It's a performance metric that reflects the current state of your campaign and helps you understand how effectively your ads reach your target audience.
TIS is a bidding strategy or campaign setting that allows you to set a specific goal for your ad's impression share.
It represents the desired percentage of impressions you want your ads to receive in relation to the total available impressions for the targeted keywords or placements.
You can set a specific benchmark or goal for your ad's visibility with target impression share.
When you set a target impression share, the ad platform automatically adjusts your bids to help you achieve that desired share. As a result, the platform will maximize your ad's visibility to meet your target.
This bidding strategy is advantageous when increasing brand awareness is a priority or when you want to maintain a certain level of visibility in a competitive market.