6 metrics to help identify growth opportunities in search campaigns

The share metrics in Google Ads are ideal for showing advertisers potential opportunities for growth, yet they can be slightly complicated to understand. Here are six share metrics that may help you improve your search campaigns.

The competitive metrics

Competitive metrics are those metrics that compare your ad’s performance against other accounts that you are competing with in the ad auction. Analyse the competitive metrics to find out why you are losing impression share or clicks. You can improve impression share by increasing your bids, focusing on less locations or improving the relevancy of your ads and the landing pages. If your click share is lower than your impression share, revise your ad copy and make sure it’s relevant to your audience.

  1. Search impression share

Search impression share represents the number of impressions received divided by the estimated number of impressions eligible to receive. The result is a percentage indication of how often your ads are showing on the SERP.

  1. Search top impression share

This metric shows the percentage of time your ad is showing in one of the top positions on the SERP, above the organic search results.

  1. Search absolute top impression share

Search absolute top impression share represents the percentage of time your ad is shown in the very first paid position, at the top of the SERP.

  1. Click share

Click share represents the number of clicks that were received on your ad divided by the estimated maximum number of clicks that were possible.

The performance metrics

The two performance metrics below show the actual locations of where your ads are appearing, not just an indication of where they are appearing within the Google Ads auction.

  1. Impressions (Top) %

This metric portrays the percentage of time your ad is shown in the top positions in the SERP of Google, based on your actual earned impressions, not the estimated impressions Google thinks you could have earned.

  1. Impressions (Abs. Top)

This metric represents the percentage of time your ad is shown in the top spot on the SERP of Google. It is calculated by the number of impressions received in the top spot divided by all earned impressions.

To conclude, you can maximise your ad growth opportunities by ensuring you understand the differences between these six metrics. By knowing how often your ads are appearing in the SERPs, how high up on the SERPs they are and how many clicks they are receiving, you can create an effective optimisation strategy.


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