Ear­lier this month, Google Adwords rolled out a num­ber of Impres­sion Share report­ing enhance­ments, which let search mar­keters learn of missed oppor­tu­ni­ties due to low ad rank, weak qual­ity scores or bud­get caps. Adver­tis­ers can now break out their ad spend report­ing by Dis­play, and Search net­works, as well as by hour of the day.

Here are 10 ways to max­i­mize the use of Adwords Impres­sion Share reports.

1. Review the impres­sion share met­rics on your best per­form­ing cam­paigns on a reg­u­lar basis.
2. Make sure bud­get caps are not lim­it­ing the traf­fic of your top per­form­ing cam­paigns.
3. Make sure low ad rank­ing is also not lim­it­ing your top per­form­ing cam­paigns. Adwords seg­ments out those two impact­ful met­rics as lost IS (bud­get) and lost IS (rank).
4. In review­ing your Impres­sion Share, in most cases you’ll want to rely on the Exact Match IS met­ric, which indi­cates the per­cent­age of impres­sions that you received for searches that exactly matched your key­word divided by the esti­mated num­ber of exact match impres­sions that you were eli­gi­ble to receive (in the Search Net­work Only).
5. Hour of Day seg­men­ta­tion allows you to eval­u­ate how your ad cov­er­age varies by the hour. This is espe­cially help­ful data if you know, or sus­pect, that con­ver­sions are lower dur­ing a cer­tain part of the day, and you are work­ing with a lim­ited bud­get.
6. If a lot of clicks and ad spend occur at a cer­tain time of day (e.g.- 10 a.m., accord­ing to the Hour of Day fea­ture), but gen­er­ate few con­ver­sions, you may want to day-part (exclude/pause) the cam­paign dur­ing that hour of day.
7. Con­sider test­ing and ana­lyz­ing how paus­ing that time-frame impacts your over­all daily con­ver­sions. Some­times day-parting leads to fewer con­ver­sions later in the day because con­sumers didn’t see your ad ear­lier in the day when they were research­ing prod­ucts or com­par­i­son shop­ping.
8. Review the Lost IS (rank) met­ric to learn what impres­sions were missed due to a weak ad rank.
9. To improve your ad rank, con­sider improv­ing your Qual­ity Score by strength­en­ing the keyword-ad text rel­e­vancy.
10. If your key­words have a strong Qual­ity Score (7 or higher) already, but your ad rank is low, sim­ply increase your bids.


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