What is impression share?
Impression share is the percentage of times your ad was shown out of all the times it could have been shown.
Impression share compares the impressions your ads got with the number they were eligible for. If your ad could have shown 1,000 times and showed 600 times, your impression share is 60 percent. Google Ads also reports why you lost the rest: a limited budget or a low ad rank. Ad rank depends on your bid and ad quality.
Why it matters for your business: Impression share shows how much of the market you are missing and whether more budget or better ads would help most.
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