Search lost IS (budget) column

The percentage of time that your ads weren’t shown due to insufficient budget. This data is available at the campaign level only.

Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. A low impression share on the Search Network means your keywords are matching customer searches, but your ads aren't appearing due to other issues. To understand what's driving a low impression share, view the following metrics:

• Search lost IS (rank): This is the percentage of time your ad didn't appear because of poor ad rank, which is determined by your bid relative to your competitors and by your ad quality. Learn more about ad rank and how to improve it. For example, if you see 20% for this metric, then in 20% of customer searches that matched your keywords, your ad didn't appear because of ad rank.
   
• Search lost IS (budget): This is the percentage of time your ad didn't appear because your budget is too low. Depending on the budget delivery method you've set for a campaign, your ads may appear in the morning, but then your daily budget runs out and prevents you from bidding in the afternoon. Or you may miss opportunities for impressions evenly throughout the day. In either case, a value of 20% indicates that in 20% of customer searches that matched your keywords, your ad didn't appear because your budget is too low. 

Learn more about reporting on impression share in Search Ads 360.

Add this column to a report in Search Ads 360

1. If you have access to multiple advertisers in Search Ads 360, you can view impression share at the agency level and compare impression share across advertisers.

2. Otherwise, navigate to an advertiser or to a specific Google Ads, Microsoft Advertising, or Yahoo! Japan engine account.

3. Click the Engine accounts or Campaigns tab.

4. Select a time range.

5. Above the performance summary graph, click the Columns button.

6. Type the column name in the search box.

7. Click + next to the column name in the "Available columns" list.

8. Click Apply.