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Is Google Ads Impression Share Still Important in 2023?

In the ever-evolving realm of digital advertising, staying competitive in the Google Ads landscape requires constant adaptation. One crucial metric that has long been a cornerstone of success is Impression Share. However, many are concerned whether Google Ads Impression Share still maintains its relevance till date. In this article, we will delve into the different types of Impression Share, what constitutes a good Impression Share, its relevance in 2023, and practical tips to enhance your Google Ads performance. Let’s get started.

Types of Impression Share in Google Ads

Before we dive into the details, it’s essential to understand the various types of Impression Share metrics available in Google Ads:

  • Search Impression Share: This metric relates to the percentage of times your ads appear in search results concerning the total number of times they were eligible to appear.
  • Display Impression Share: Focusing on the Google Display Network, this metric gauges the number of times your ads are displayed on partner websites in relation to the total potential impressions.
  • Absolute Top Impression Share: This indicates the percentage of times your ad occupies the absolute top spot, i.e., the very first position, during ad auctions.
  • Top Impression Share: Similar to Absolute Top Impression Share, but it includes both the absolute top position and the other top positions on the search results page.

What is a Good Impression Share?

Determining what constitutes a good Impression Share can be subjective and depends on your specific advertising goals. However, as a general guideline, a good Search Impression Share typically falls in the range of 60% – 80%. For Display Impression Share, aiming for 60% or more is a reasonable goal. As for Absolute Top and Top Impression Share, achieving scores above 90% is usually a strong indicator of successful ad campaigns.

Does Impression Share Still Matter in 2023

So, does Impression Share matter in 2023? The answer is simple. In 2023, Impression Share remains a critical metric for assessing the visibility of your ads. While other metrics like click-through rate (CTR) and conversion rate are crucial, Impression Share provides valuable insights into your campaign’s reach and potential. Moreover, it helps identify areas where improvements are needed. In an increasingly competitive digital landscape, maintaining a high Impression Share is a sign of relevance and can lead to better ad performance.

Tips on Improving your Google Ads Impression Share

To boost your Impression Share and stay ahead in Google Ads, consider implementing these practical strategies:

1. Set your Impression Share goals

Begin by establishing clear objectives for your campaigns. Determine the desired Impression Share percentages for each type of campaign and track your progress regularly.

2. Narrow your location targeting

 Refine your geographic targeting to reach the most relevant audience. This reduces wasted impressions and helps you maximize your Impression Share in areas that matter most.

3. Diversify your campaign types

Experiment with various campaign types, such as Search, Display, and Video, to reach a broader audience. Each type has its unique strengths and can contribute to a higher overall Impression Share.

4. Refine your keywords

Conduct thorough keyword research to identify high-performing keywords and negative keywords. Optimizing your keyword strategy can help you capture a more significant share of impressions.

5. Elevate your ad copy

Craft compelling ad copies that resonate with your target audience. Engaging and relevant ad content can boost your Quality Score, leading to a higher Impression Share.

How Can We Help: Premia TNC’s Expertise in Boosting Impression Share

Now that we’ve explored the essential aspects of Impression Share, you might be wondering how to implement these strategies effectively. This is where Premia TNC, a leading business consultancy firm, can make a difference.

Premia TNC specializes in optimizing Google Ads campaigns to achieve maximum Impression Share. Our team of digital marketing experts has a proven track record of helping businesses enhance their online presence and drive results. Here’s how we can assist you:

  • Strategic Planning: We work closely with you to define your advertising goals and develop a customized strategy to improve your Impression Share.
  • Campaign Optimization: Our experts analyze your existing campaigns and make data-driven adjustments to maximize your ad exposure.
  • Keyword Research: We conduct comprehensive keyword research to identify high-performing keywords and eliminate those that may be draining your budget without delivering results.
  • Ad Copy Enhancement: Premia TNC’s creative team can revamp your ad copy to make it more appealing to your target audience and improve your click-through rates.
  • Performance Monitoring: We continually monitor your campaigns, making real-time adjustments to ensure your Impression Share stays on track.


In the ever-evolving landscape of digital advertising, mastering your Google Ads Impression Share is key to maintaining a strong online presence. Whether you’re a seasoned advertiser or just beginning your journey, understanding the nuances of Impression Share and implementing strategic optimizations can significantly impact your campaign’s success. And if you’re looking for expert guidance and support, Premia TNC stands ready to help you achieve your Impression Share goals in 2023 and beyond.


1. Is a high Impression Share always desirable?

While a high Impression Share is generally a positive indicator, it's essential to strike a balance. Overemphasis on Impression Share alone can lead to excessive spending and may not guarantee conversions. It's crucial to consider other metrics like CTR and conversion rate to evaluate the overall success of your campaigns.

2. Can I achieve a high Impression Share with a limited budget?

Yes, it's possible to achieve a high Impression Share with a limited budget by focusing on highly targeted keywords, relevant ad copy, and efficient bidding strategies. A limited budget does not reduce the effectiveness of the campaign. It only gives less room for mistakes in your campaign. Additionally, ongoing optimization can help you make the most of your budget.

3. How often should I review my Impression Share?

Regularly monitoring your Impression Share is essential to track your progress and make necessary adjustments. Depending on your campaign's competitiveness, reviewing it weekly or monthly is advisable.

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