Impression Share

Impression Share is a critical paid search metric that calculates the percentage of times an ad was actually shown out of the total number of times it was eligible to be shown, based on the campaign’s targeting and budget. If a campaign has a 40% impression share, it means the ad failed to appear for 60% of the relevant searches due to either a low budget or a poor Ad Rank. In SEO, calculating “Organic Impression Share” (often called Search Visibility) is the exact equivalent, it measures how much of the total possible organic search volume a domain is successfully capturing compared to its direct competitors.

Impression Share Simplified

Impression Share is the percentage of people who actually saw your ad compared to the total number of people who searched for your product. If 100 people search for a plumber, and your ad only shows up 30 times because your budget ran out, your Impression Share is a terrible 30%.