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About exact match impression share

If you use broad match keywords and have low impression share, you may want to look at your exact match impression share data to see how your keywords perform on only those searches that exactly match your keywords.
If this article is your first intro to impressions share, take a moment to learn about impression share.

Exact match impression share is a percentage calculated by dividing the number of impressions that your campaign received for searches that exactly matched your keyword by the total estimated number of exact match impressions you were eligible to receive.

This article shows when you might use exact match impression share instead of the standard broad match impression share. You’ll also learn what exact match impression share means, and what actions you might take based on its performance.

Before you begin

If you don’t yet know the difference between broad match and exact match, learn more About keyword matching options.

If this article is your first intro to impressions share, take a moment to learn About impression share.

Exact match impression share data is only available for campaigns in the Search Network.

When to use it

Say you have a broad match keyword "flowers." A customer might see your ad if they search for "flowers," or a related search like "roses." 

The exact match impression share metric will tell you how often your keyword shows when a user searches for just "flowers."

You can then determine whether your impression share is low on all searches, or only on those searches that broadly match your keywords.

What it means

If your impression share is low on all searches, you may want to learn more about strategies to Improve your impression share.

If your impression share is low only on searches that broadly match your keywords, consider running a search term report. Not only can you see which searches aren't exactly matching your keywords, but you can increase your impression share on those searches by adding those terms as keywords and assigning appropriately higher bids. If a search term isn't relevant enough to the products or services you offer, you can add it as a negative keyword instead.

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