Have you ever done a Google search for one of your keywords and discover that you don’t see your ad? Although there could be many reasons why your ads are not appearing, but the most likely reason would be loss of impression share (IS).
According to Google, impression share is a metric that represents the percentage of times your ads were shown (i.e. your accrued impressions) out of the total number of page impressions (i.e. pages where your ad appeared or could have appeared) in the market you were targeting. Basically, this means how many times your ad appears when searched.
The best way to determine if you are losing impression share is to run a campaign performance report then select impression share, impression share lost to rank and impression share lost to budget. These three options will show actual IS and how much you are losing due to rank and budget.
Increasing your daily budget is a simple way to improve your overall IS. This will allow your ads to be visible for longer periods of time throughout the day. Getting better ad rank is another method to gain IS. Make sure that your keywords are closely related to your ad copy and landing page. Since ad rank is quality score is multiplied bid, improving your quality score, also improves your ad rank.
If you want to make sure your ads are being seen, remember there are several ways to garner more visibility including increasing your budget and ad rank. This is a great way to leave a lasting impression on potential customers.