Search Impression Share
The percentage of impressions your ads actually received compared to the total number of impressions your ads were eligible to receive. It is the single most important metric for understanding market share and missed opportunity.
Example in Practice
"If your Campaign A has a Search Impression Share of 40%, it means for every 10 searches that happened for your keywords, you only showed up 4 times. You missed 60% of the market."
Related Terms
Ad Rank
A value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. It is calculated by multiplying your Bid Amount by your Quality Score.
Auction Insights
A report available in Google Ads that lets you compare your performance with other advertisers who are participating in the same auctions that you are.
Quality Score
Google's rating of the quality and relevance of your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
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