Metrics to assist you in achieving growth in the Google Ads interface are constantly evolving and this can cause issues for even the most experienced of search marketers. Among the most complicated to sort out and understand are the “share” metrics. While they are excellent for identifying growth opportunities and identifying visibility gaps, figuring out which metrics to use when can be frustrating.
Let’s take a look at six of these metrics and how we can use them to identify growth opportunities within the search campaigns.
The competitive metrics
The first four metrics are competitive metrics, meaning that they represent an indicator of where your account is in relation to other accounts that you are competing against within the ad auction. This is an important distinction from the majority of metrics in your Google Ad account.
1. Search impression share
Search impression share is an old favorite. It represents the number of impressions you have received divided by the estimated number of impressions you were eligible to receive. This gives you a percentage that indicates how well your ads are performing in an ad auction. For example, a search impression share of 68% indicates that 68 times out of 100, your ad is showing on the search engine results page, also known as the SERP.
2. Search top impression share
This metric is similar to search impression share, but instead of indicating the percentage of time you are receiving any impression on the SERP, it indicates the percentage of time your ad is showing in one of the top positions, above the organic search results. The calculation for this metric is the number of times your ad is showing in the top positions versus the number of times you were eligible to receive an impression in the top position.
3. Search absolute top impression share
Following the same pattern as the above two, search absolute top impression share is the percentage of your impressions that are shown in the very first paid position. It’s calculated by taking the absolute top impressions divided by the number of times you were eligible to receive an impression in the absolute top position.