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So you have a great digital program? Your vendor is telling you they are getting you 20,000 impressions a month...
Impression Share: is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores.
Example: If you have a key word, let's use..."2015 Truck" and your competitor is also using that keyword. You need to know how many times does my ad show up compared to my competitors. What is my SHARE of that keyword.
1. Do I need to add more budget to my Pay Per Click Advertising? If you don't have enough funds to compete in your market, then you are drowning in a sea of competitors that are swallowing you up. You might need to find more budget to spend. If your digital vendor has not had this conversation with you, they may be trying to hide this metric. Ask them, "what is my impression share for my keywords?"
2. It tells you if your vendor is creating quality ads for you. Are your ads quality ads? Is the fact that your vendor is writing bad ads costing you more money. See quality score definition. Your vendor could be costing you money by telling you they are getting you great results with all these "impressions" but your impression share is only 45% of the market.