Use impression share reports to allocate your budget more wisely
Posted: Thu Mar 27, 2025 10:31 am
Another announcement that we’re really excited about is the ability to report on impression share, which was previously not available in Performance Max, and will make your campaign much more viable.
At this point, we can only track click share, which doesn't really tell us much other than the percentage of clicks across all ads. If we're interested in the percentage of purchases or search ads that fantuan data are showing in our accounts, we have no way of knowing that information.
The more we spend in Performance Max, the more information we get. When Google tells us that a campaign with maximum performance is spending X crowns and that we should increase our budget by Y crowns, impression share will show us how far we can go before we set a limit.
For example, if you're currently getting 20% impression share while performing well, try increasing your budget even more. It's likely to attract more high-quality impressions. However, if you're getting 80-90% impression share, increasing your budget will most likely cause it to lean more towards traffic that isn't converting as well (e.g. video, retargeting, display).
Conclusion
Let's all dedicate more time to the creative side of our industry. We're not going to undo everything we've worked on, even as ad platforms try to restore some of the lost trust.
At this point, we can only track click share, which doesn't really tell us much other than the percentage of clicks across all ads. If we're interested in the percentage of purchases or search ads that fantuan data are showing in our accounts, we have no way of knowing that information.
The more we spend in Performance Max, the more information we get. When Google tells us that a campaign with maximum performance is spending X crowns and that we should increase our budget by Y crowns, impression share will show us how far we can go before we set a limit.
For example, if you're currently getting 20% impression share while performing well, try increasing your budget even more. It's likely to attract more high-quality impressions. However, if you're getting 80-90% impression share, increasing your budget will most likely cause it to lean more towards traffic that isn't converting as well (e.g. video, retargeting, display).
Conclusion
Let's all dedicate more time to the creative side of our industry. We're not going to undo everything we've worked on, even as ad platforms try to restore some of the lost trust.