About impression share for Hotel ads

Note:  This article applies only to reporting for Hotel campaigns in Google Ads. If you haven't migrated your Hotel campaigns to Google Ads, read about reporting for Hotel campaigns in the Hotel Ads Center.

Hotel ads impression share is calculated based on where your ad appears in the Hotel ads booking module.

If you're not familiar with the difference between Hotel ads and Search ads, learn about what makes up a Hotel ad. If you're not running a Hotel campaign, read about impression share.

Hotel ads impression share overview

Hotel ads that place in an auction may appear in a top slot  or a menu slot of the Hotel ads booking module.

The top slot features ads that are in the top position in the auction, including the ad with absolute top impression share , which is the very first ad shown in the Hotel ads booking module.

When a traveler clicks View more prices  from the top slot, the menu slot  appears. The menu slot contains additional Hotel ads.

Hotel ads impression share metrics

Hotel ads use the same metric names as other campaigns to report on impression share, with the difference being that the Hotel campaign metrics apply only to the Hotel ads booking module, and not organic search.

Search impression share

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression share = impressions / total eligible impressions

Eligible impressions are estimated using many factors, including price accuracy, and itinerary coverage.

Impression share data is available for campaigns, ad groups, and hotel groups. Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.

Search top impression share

Search top impression share "Search top IS" is the impressions you've received in the top slot compared to the estimated number of impressions you were eligible to receive in the top location.

Search top impression share = Impressions on top/eligible impressions on top

Search absolute top impression share

Search absolute top impression share "Search abs. top IS" is the impressions you've received in the absolute top location (the very first ad in the Hotel ads booking module) divided by the estimated number of impressions you were eligible to receive in the top location.

Absolute top impression share = Impressions on absolute top/eligible impressions on top

Search lost impression share (rank)

Estimates how often your ad didn't show anywhere in the Hotel ads booking module -- including the unexpanded menu slot -- due to poor ad rank.

Tip: Compare impressions for the menu slot and the top slot

If a traveler didn't click on the menu slot, those impressions are reported as "Lost IS (rank)" and indicate the position where the ad appeared. If a traveler did click on the menu slot, that position can be calculated as the impression share minus the top impression share.

Search lost impression share (budget)

Estimates how often your ad didn't show in the Hotel ads booking module due to budget.

Search lost top impression share (rank)

Search lost top impression share (rank) estimates how often your ad didn't show in the top slot of the Hotel ads booking module due to poor Ad Rank.

Search lost top impression share (budget)

Search lost top impression share (budget) helps you to understand how often your ad didn't show anywhere in the top slot of the Hotel ads booking module due to a low budget.

Search lost absolute top impression share (budget)

Search lost absolute top impression share (budget) estimates how often your ad wasn't the very first ad in the absolute top slot of the Hotel ads booking module due to a low budget.

Search lost absolute top impression share (rank)

Search lost absolute top impression share (rank) estimates how often your ad wasn't the very first ad in the absolute top slot of the Hotel ads booking module due to poor Ad Rank.

Tip: Compare impression metrics for Search and Hotel campaigns

When both Search and Hotel ads both show for the same traveler search, both are eligible for their own top slots and absolute top positions. When you select a Search campaign, impression share metrics will indicate where the Search ad placed within organic search results.

But if you select a Hotel campaign, impression share metrics indicate where the ad placed within the Hotel ads booking module.

If you're running multiple campaigns, you can see your total impression share for your campaigns in Report Editor.

If you need help with your Hotel ads, please contact us or request to chat with a support specialist.
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