About impression share for Travel campaigns with Things to Do ads

Impression share data provides valuable insights into how often your ads show for queries that you're participating on. This metric is calculated by taking the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Eligible impressions are estimated using many factors, including targeting settings, approval statuses and quality. We factor in all individual placements that a partner could have shown including placesheets and all carousel slots. Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.

This article shows you how to view impression share data and more information on how impression share works.


Before you begin

If this article is your first introduction to impression share, learn About impression share.


Accessing impression share reporting

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page that you’re searching for.

You can access impression share reporting through the Google Ads user interface (UI) or the application programming interface (API). For the Google Ads user interface (UI) you can follow the steps mentioned below:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down in the section menu.
  3. Click Campaigns.
  4. At the top, click the All campaigns drop-down menu.
  5. Select Travel campaigns.
  6. Click on the Columns icon A picture of the Google Ads columns icon and click All columns.
  7. Scroll down and click Competitive metrics, tick the boxes next to 'Search impr. share', 'Search Top IS' and 'Search abs. Top IS'.
  8. Click Apply.

Which metrics to view

Here are some metrics to help you understand your impression share:

  • Search impression share: The impressions you’ve received on the search network divided by the estimated number of impressions you were eligible to receive.
  • Search Top IS: The impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
  • Search Abs Top IS: The impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.

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