A Complete Discussion on Search Impression Share

Tati Khumairoh

Tati Khumairoh

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Illustration of search impression share

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    One crucial metric that plays a crucial role in determining your online ad success is the Search Impression Share. It is a metric that measures the percentage of times your ads are shown to users out of the total eligible impressions they could potentially receive.

    In this article, we will talk about the depths of Search Impression Share, exploring its definition, its significance in the world of online advertising, and why monitoring it is essential for your campaign's success.

    What is Search Impression Share?

    At its core, Search Impression Share reflects the extent to which your ads are capturing the attention of your potential customers in the digital landscape. It provides you with a percentage that represents the number of times your ads were shown divided by the total number of times they could have been shown.

    In simpler terms, it gauges how effectively your ads are being displayed to your target audience in relation to the total available opportunities for their display.

    Impression Share Formula

    The Impression Share formula is calculated using the following equation:

    Impression Share = (Total Impressions / Total Eligible Impressions) * 100


    • Total Impressions: The actual number of times your ads were displayed.

    • Total Eligible Impressions: The total number of times your ads could have been displayed.

    The result of this formula is typically expressed as a percentage, which represents the share of impressions your ads received out of the total available opportunities. This metric provides insights into how effectively your ads are being shown to your target audience.

    Significance of Impressions Share

    Impressions are not merely numbers; they represent the instances when your ads are presented to users in response to their search queries. The more impressions your ads receive, the more chances you have to engage with potential customers. 

    Moreover, Search Impression Share is closely intertwined with Ad Rank, a factor that determines your ad's position in search engine results. A high Ad Rank, facilitated by a strong Search Impression Share, can lead to better ad placements, increased visibility, and a greater likelihood of attracting clicks.

    Why Monitoring Search Impression Share Matters

    This metric offers valuable insights into the effectiveness of your ad campaigns and your brand's visibility within the competitive landscape. Let's explore why keeping an eye on your Impression Share matters:

    1. The Connection between Impression Share and Visibility

    Impression Share directly correlates with the visibility of your ads in search engine results. It indicates the percentage of times your ads were shown to users out of the total opportunities they could have been displayed. 

    A higher Impression Share implies that your ads are appearing frequently, thus increasing the chances of users noticing and engaging with your offerings.

    2. Impact on Ad Performance and Reach

    Monitoring your Impression Share significantly impacts the performance and reach of your ads. When your ads have a higher Impression Share, they are not only seen more often but also have a greater chance of being clicked. This, in turn, can lead to higher click-through rates (CTR), better ad engagement, and increased traffic to your website.

    3. Identifying Missed Opportunities and Room for Improvement

    By closely tracking your Impression Share, you can uncover missed opportunities and areas where your ad campaigns might be falling short. A low Impression Share suggests that your ads are not reaching their full potential audience. This could be due to various factors such as low ad rank, insufficient budget, or competition from other advertisers.

    Furthermore, a fluctuating Impression Share can indicate the effectiveness of any adjustments you make to your ad campaigns. If you implement optimization strategies, such as refining keywords, improving ad relevance, or increasing your budget, monitoring the changes in Impression Share can help you gauge the impact of these efforts.

    How to Check Keyword Search Impression Share

    Having a bunch of keywords can be tiring. You have to monitor its performance, see whether it is worth advertising or not, and so on. Thus, you need to find a way to monitor both metrics at once; keyword ranking and the search impression share.

    Using Sequence Stats, you will be no worry about tracking those two important metrics. Besides tracking the keyword ranking daily, you can see the search impression share of that keywords over time. 

    All you need to do is head to the Stats menu and scroll down to the impression share graphic. There you will find how your search impressions are going monthly. This chart is important to be monitored if you want to do keyword analysis. Then, you can judge whether the keyword is performing well or not.

    If you see the picture, there you can change the time range from 1 month, 3 months, to all the data available. You also can save the chart by downloading it. This way, it will be easier for you to make a visually rich SEO report

    Hover your mouse to see the percentage of impression share types starting from organic, SERP, paid, and others. With this visualization, analyzing keyword performance is no longer a daunting task.


    In conclusion, monitoring your Search Impression Share is a fundamental practice for any digital advertiser. It provides a clear picture of your ad visibility, drives better ad performance, and guides you in making informed decisions to optimize your campaigns. 

    However, you should not check it manually to get the data. Sequence Stats can be your compact tool to assist you in getting the SEO Stats better. No more multiple subscriptions, Sequence Stats is enough! 

    Register now and enjoy the free trial for a year full!