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Search Exact Match (Impressions Share)

Search Exact Match Impressions Share (IS)

Contents:

 

* This data shows you how your account performs relative to the wider market and competitors. Find out more on this topic by reading our guide on impression share.

Search Exact Match Impressions Share IS)

Quick Description = The percentage of the available impressions that you received for keywords exactly matching the search term

Calculation: Impressions (Search network only & Only those matching the keyword exactly) / Total Available Impressions

Referred to as = Search Exact match IS

Search Exact match impression share (IS) is the same as the above mentioned search impression share but this includes only keywords that matched search terms exactly. This limits the total volume of available impressions to those most relevant to your keywords.

Be aware that even if a keyword has a match type of ‘broad’ as long as the search term matches the keyword ‘exactly’ its impressions share will be included within this metric. For example:

If we assume a keyword “Buy Red Dresses” which is a phrase match keyword, when a search term “Buy Red Dresses” triggers this keyword to show an ad… The corresponding impression share would be included within this metric.

Benefits of Search Exact Match Impression Share

Comparing this metric to the above metric can produce valuable insights, for example; if you have broad match keywords in an account and they have a very low ‘Search IS’, you can compare this to the ‘Search Exact match IS’. What this comparison does is allow you to see if the impression share is low or just low for searches that broadly match your keywords.

This can provide direction in terms of how to better target search terms with your keywords.

Types of Impression Share

The following image is a screenshot from AdWords showing the available competitive metrics that can be added to columns in reports.

Search Exact Match Impression Share

We expand upon each of the above types of impressions share metrics both below and in more detail in the guides linked to:

>Search impression share

The share of impressions you received as a percentage of the total available impressions on Search Network. Read more about Search Impression Share.

Display impression share

The share of impressions you received as a percentage of the total available impressions on Display Network. Read more about Display Impression Share.

Search lost impression share (budget)

The share of impressions you lost as a percentage of the total available impressions on Search Network as a result of budgetary constraints. Be aware that this is metric is available only at the campaign level. Read more about Search lost impression share (budget).

Display lost impression share (budget)

The share of impressions you lost as a percentage of the total available impressions on Display Network as a result of budgetary constraints. Be aware that this is metric is available only at the campaign level. Read more about Display lost impression share (budget).

Search lost impression share (rank)

The share of impressions you lost as a percentage of the total available impressions on Search Network as a result of ads not ranking well.  Read more about Search lost impression share (Rank).

Display lost impression share (rank)

The share of impressions you lost as a percentage of the total available impressions on Display Network as a result of ads not ranking well. Read more about Display lost impression share (Rank).

More Information

If you liked this guide on Search Impression Share, you may also be interested in the following guides related to this subject:

  • ROAS (Return on Ad Spend)
  • ROI (Return on Investment)
  • Converted Clicks
  • All Conversions
  • Converted Click Rate
  • Conversion Tracking
  • Conversion Rate
  • Cross Device Conversions
  • Cost Per Converted Click
  • Avg. CPC (Cost Per Click)
  • Revenue Per Conversion
  • Conversion Optimiser

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