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Search Lost Impressions Share (Budget)

Search Lost Impressions Share (Budget)

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 Lost Impressions Share (Budget)

Quick Description = Lost impression share (on the search network) due to inadequate budget

Referred to as = Search Lost IS (Budget)

This metric tells us how many (Search) impressions are being lost (as a percentage) of the total available impressions due to budget.
Daily budgets are set in AdWords for each campaign, when budgets are being met each day you may find that this limits the exposure of your ads. Consequently campaigns limited by budget will not allow ads to show all of the time.

This differs from the first two metrics in this category as it refers to the percentage of impressions lost rather than the percentage of impressions gained.

The solution to this problem is fairly straightforward; simply increase the budget! Often this is not possible, unless the campaigns affected by this are profitable / delivering ROI increasing budgets can create larger losses.

Calculating Search Lost Impression Share (Budget)

If increasing the budget is an option for you, you can calculate what the budget should be approximately with the following formula:

Budget / (1 - Search Lost IS (Budget))

If we assume a Search Lost IS (Budget) of 60% and a budget of $500 we would get the following result:

$500 / (1 – 0.6) = 500 / 0.4 = $1,250

In this example the new budget would be $1,250, if we assume that the impressions (before increasing the budget) is 5,000, we can perform a similar calculation to estimate the increase in Impressions:

Impressions / (1 - Search Lost IS (Budget))

5,000 / (1 – 0.6) = 5000 / 0.4 = 12,500

This would be an increase of (12,500 - 5,000 = 7,500) 7,500 Impressions; it is then possible to apply CTR to this figure to estimate the increase in Clicks.

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.

Types of 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.

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).

Search exact match impression share

The share of impressions you received as a percentage of the total available impressions on Search Network for queries that exactly matched your keywords (regardless of keyword match type). Read more about Search Exact Match Impression Share.

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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