Search Lost IS (budget): The percentage of time that your ads weren’t shown on the Search Network due to insufficient budget.Think of this as your share of voice relative to the competitors in your PPC digital marketplace.Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.Here is quick explanation of each impression share metric available in AdWords: Overall impression share is a great tool to measure the success of your accounts. Start campaigns with medium-to-long-tail phrase and exact keywords before using broad or broad match modified keywords. Broad match terms can also lower overall impression share for campaigns that have limited budgets. For instance, broad match keywords are eligible to show up in more auctions, which can lead to matching less relevant search queries. Impression share is based on your geo-targeting, bids, and quality score, but can also be affected by keyword match types and the competition for keywords based on your current targeting.
For example, search impression share at the campaign level can be used as a quick reference to check your share of voice for active campaigns within your account.
There are many different available network-specific IS metrics, and they each have their own use. IS can be viewed at the campaign, ad group, and keyword levels of any AdWords account under the Competitive metric tab. In Google AdWords, impression share (IS) is measured by dividing the number of impressions you’ve received by the estimated number of impressions you were eligible to receive.
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