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Is Impression Share metric (Auction Insights) tied to a max cpc?
Posted by on September 10, 2020 at 8:00 pmI’m using Max CPC bidding optimized for clicks, and starting to get Bid Limit warnings (hyper local seasonal business, 3 mile radius on ads).
Am looking at the Auction Insights impression share where this account is getting 74% of placements that it was eligible for. Does that number take into account our Max CPC at all?
I’m wondering if increasing the Max CPC would be worth it (it’s already not cheap) or if the graph indicates that we could only improve so much on impressions.
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1 Reply
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Impression share tells you what percent of the traffic you had an ad appear for. You’ll need to (at a campaign level) add in a metric called Lost Impression Share (rank) to really answer your question. By comparing Impression Share performance to Lost IS (rank) and his buddy, Lost IS (budget) you can get a better idea of why your ads didn’t appear.
Rank means something quality score, ad performance, website quality, ect. or BID related was the reason you missed out. Budget means that you ran out of qualified spend for that particular search/ad placement.
Keep in mind, diminishing returns is a massive deal for the last 10-30% missing impression share on most campaigns, especially with Max CPC bid strategies.
Good luck.
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