Google has recently offered a new metric available in their Adwords reporting system. Impression Share reflects the percentage of impressions that your ads see in relation to the entire market. In addition to this information, Google also makes suggestions on the percentage of impressions lost due to a low Ad Rank and the percentage lost due to budget constraints.
Many times, budget contraints are not taken into account when choosing the load, quality, or popularity of keywords in a portfolio. These new number may shed some new light on how your ads fair to others in the same market, but will also show missed opportunity.
You can read more on these new metrics on Google blog.
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