How to Optimize Impression Share

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The Mystery of Impression Share

The latest feature in AdWords which shows how effective our targeting is on the Google Display Network. Impression share (IS) 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 other criteria determined by the engine.

Please remember impression share is based on an estimate of when your ad was competitive in the auction. For eg if you can double your bid, it considers as your potential impression share and rather there is a significant increase in percentage to your bid.

How to find it in the account, step by step?
1) Sign into your AdWords Account
2) Select the campaigns Tab
3) Select the campaign that you wish to view
4) Dimensions Tab
5) Columns > Customize Columns > Competitive metrics
6) Add Display Impr. share.  Display Lost IS (rank), Display Lost IS (budget)
7) Click Apply

So as the name says, The higher the impression share the better. If the impression share is low (<10%) , we need to identify next WHY? And HOW TO MAKE IT BETTER?

Let us see below the possible reasons and how we can improve it.

  • Adjust geo-targeting settings – If you are living in UAE and can make focused ads to Dubai you may see a spike in impression share by decreasing or restricting your location settings. It allows you to focus all efforts on that one area, and allow you more control over a specific target.
  • Improve your ad quality –Ad quality can also have an impact on impression share. If you can take steps to improve your PPC ads, then Google will display those ads more frequently based on quality score. Try improving your ad text by making it as specific and relevant as possible to the keywords in their respective ad groups.
  • Use different ad group for different target options
    • The best practices for Display targeting is, for example:
      Ad Group #1: Keywords Only
      Ad Group #2: Topics/Interest Only
      Ad Group #3: Placement Once you have this setup, it is easier to evaluate which is working best for you in terms of Average Cost per Click (CPC) and conversion rate. By using different ad groups we can also check out the Display Impression Share for each ad group to help us decide on bids and budget levels.

      Segmentation based on day of week and even hour of the day is also available This information can greatly help when it comes to ad scheduling,  you can decided:

      Should I run on weekend? or evening?
      Should I increase by bids at lunchtime?
      Should I have separate campaigns with lower budgets on Sundays?

  • Increase Quality Score on terms that may be limited by Rank : It is recommended that you are running a script to keep track of your Quality Score fluctuations on a daily or weekly basis. If you have keywords that perform but are lacking on Impression you may want to work on raising the Quality Score for these terms by updating ad copy and/or the landing page. Run a script see details here in the blog –
  • Study Auction Insights on a regular basis: This is a great resource to get insight into the competitive landscape of your keywords. If you are seeing a drop in your Impression Share it might be attributable to new entrants to the auction that may be outranking and outbidding you. Run a script see details here in the blog
  • Raise your bids to be more competitive: If all else fails to increase your Impression Share, it is advisable to work on bid adjustments. In order to preserve budget, you may want to focus on just Exact Match keyword bid increases and gauge performance improvements. If you are still not receiving the desired results it may be time to get more aggressive and work on bid increases on your Phrase & Broad match terms as well.

Other Terminologies and  Meaning

  • Display Lost IS (Rank) – If this is high it means that we are losing out on ad placements across the Google Display Network because our bid price (CPC) or quality score are too low. In this situation consider either increasing our bids or changing our targeting. Change the targeting to something more specific or topics that you think will likely have less competition.

    Display Lost IS (Budget) – If this is high it means that our campaign is running out of budget and for that reason we are missing out on ad placements on the Google Display Network. If you are happy with the budget that you have, you can leave it. If you would like to drive more traffic to your site, consider increasing the budget on this campaign as a high Display Lost Is (Budget) means that there’s opportunity here for more clicks/traffic.

  • Search lost IS (rank): This is the percentage of time your ad didn’t appear because of poor ad rank, which is determined by your bid relative to your competitors and by your ad quality. Learn more about ad rank and how to improve it. For example, if you see 20% for this metric, then in 20% of customer searches that matched your keywords, your ad didn’t appear because of ad rank.
  • Search lost IS (budget): This is the percentage of time your ad didn’t appear because your budget is too low. Depending on the budget delivery method you’ve set for a campaign, your ads may appear in the morning, but then your daily budget runs out and prevents you from bidding in the afternoon. Or you may miss opportunities for impressions evenly throughout the day. In either case, a value of 20% indicates that in 20% of customer searches that matched your keywords, your ad didn’t appear because your budget is too low.

Rule of Thumb : To enter in the auction you need to overbid the minimum PPC.



Facebook Tools and Enhancements


When we think about Facebook, we are still not sure what Facebook offers to a brand except for posting. Facebook has a list of features which I am sure many small/big brands are unaware of. Let’s see below about the various tools provided by facebook to enhance our experiences.

Facebook Business Manager


Business Manager lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook. Anyone in a business can see all of the Pages and ad accounts they work on in one place, without sharing login information or being connected to their coworkers on Facebook. .

It is highly advisable to have a Business Manager for Brands when they are sharing their details with agencies or have multiple brands.

It is a free tool by facebook and any brand can make their account by simply clicking to

You require a personal facebook account to confirm your identity.

Facebook Global Pages


A scenario where a  brand has presence in multiple locations, each location ends up making their own Facebook page. Facebook itself provides a solution where a brand can be present at a global level and all local pages can be given the access to the country accordingly.

There are three types of Pages in the Global Pages structure:

  • Market Pages: You can have as many market Pages as you want. You can customize who gets redirected to which Page, according to where they live and which language they speak.
  • Default Page: this is the default page where a fan will be redirected if they do not meet any of the criteria you set for your market Pages. This Page also acts as the main username for your Page structure (e.g. www. When people navigate to the default Page’s web address, they’ll then be redirected to the appropriate Page (market Page or default Page).
  • Root Page: The root Page is invisible and overlooks the whole structure. The root Page gives you insights for all of your Global Pages. Admins of the root Page can also manage the Global Page structure at the targeting level, such as:
    • Add and remove countries
    • Add and remove languages

The beauty of Global Pages is that it allows advertisers to provide localized versions of their content for their customers all over the world, but with one universal brand name, total fan count, vanity URL, and global insights across their entire fan base.

To get started, go to and contact the Facebook team, to allow you to start creating Global Pages.

Facebook Power Editor

We all are used to work with the ads manager on Facebook. But Facebook provides a more powerful tool which is specifically designed to cater to advertisers who need to create lots of ads at once and have precise control of their campaigns.

Power editor requires Google chrome to be downloaded . You can download from the call to action button on this page

Facebook Account Verified


When we have a facebook page and a good number of fans, our first aim is to get our page verified.

As quoted by facebook – “Some Pages and profiles have been verified by Facebook to let people know that they’re authentic. If you see a blue badge on a Page or profile, it means that Facebook confirmed that this is the authentic Page or profile for this public figure, media company or brand. If you see a gray badge on a Page, it means that Facebook confirmed that this is an authentic Page for this business or organization.”

Check out the link below

Facebook Merge

Being a small business we often come across situations where we tend to make several pages for the same business. And after a while we realize we can handle a single page only or rather need a single page only. Facebook realized this need and came up with Facebook Merge .

If you are stuck with various pages for your brand, go ahead and merge all the small pages to highest number fan page. Yes you do not lose on your fan base.

Just go ahead and merge the pages

Facebook Custom Audience/Lookalike Audience

Custom Audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 20 people and facebook will deliver your ad to those people if they’re on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app.

Check out this article on Facebook to create your own audience –

LookAlike Audience –

This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Create your lookalike audience –

This is very important if you are looking to target the right audience for better conversions.

Facebook Live


Last but not the least is the recent entrant “ Facebook Live”

You are doing an event and want to cover it live on facebook, its simple now and available for all.

To start a live broadcast from your personal Timeline:

  1. Log into the Facebook for iOS app or the Facebook for Android app
  2. Tap ion 1 from your News Feed or Timeline
  3. Tapicon 2
  4. Write an optional description for your broadcast
  5. Tap Go Live to begin your broadcast

You can be live from a page or an account. All your friends/fans will receive a notification on the same.

There are lot of help articles on facebook and this blog post has used the details from those articles. Facebook keeps on adding new features and we as users should make the best use of it.

If you have any queries regarding the tools above do not hesitate to comment below ..





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What are Native ads ?

Native ads are the highly targeted ads which takes the best of content marketing in designing the message on the ads. But hold on, doesn’t this apply to all other types of ads. Yes it does. But Native ads comes with a difference. The difference is in the delivery of the ad. The ads are targeted in such a manner that the user experience is not disrupted. The ads are delivered in a way that it does not impede the user’s normal behavior in that particular channel.

So in short you pay for placement of ads but in a way that it matches the format of a third party website.

These ads are defined as Native ads and the whole advertising as Native advertising.

Native Ads for Publisher and Advertiser

Native Ads Open and Closed

The best example of native ads with which you can relate day in and day out are – Facebook Sponsored stories which you must have seen/clicked/liked in your news feed. Hence Facebook is a publisher and marketing brands/agencies are the advertisers.

As a Publisher

You can offer spaces on your website within your blog/website. You can directly sell or involve with an aggregator.

Similarly mobile app users can also benefit from native ad placements. You can ask your developer to check the module to implement native ads using Google DFP (Double Click for Publishers

With the rise of ad blocking , Publishers are about to hit a wall with native ads.

Its a must invest for the publishers in this advertising. They can sell these spaces later to advertisers on eCPM basis.

There are other number of aggregators where you can become a publisher with your blog/website etc.

As an Advertiser

To invest in native ads, is becoming one of the primary objective of online advertising. We all are looking for quality and not quantity. We want to reduce waste traffic to come to our website.

When considering the popular social media channels , we are already investing a sum in native advertising. Newsfeed ads, Promoted trends, Sponsored stories, Linkedin ads, Promoted stories are all part of the native ads.

Its advisable to check out the results from Native ads and accordingly adjust budget in Banner Ad marketing.

Native Ads Vs Banner Ads

Native Ads on a comparison with banner ads give 2-10x greater CTR (click through ratio) . The study done by IPG Media Labs – shows the effectiveness of Native Ads over Banner Ads.

Native Ads Infographics

Mobile Native Ads

For all the same reasons stated above, the native ads also make a great deal on mobile. When we see the world is highly active on mobile, we cannot stop from taking the advantage of mobile native ads for publishers as well as advertisers.

The detailed study done by MMAglobal gives you a ringside perspective of mobile native ads –