Search lost top impression share (rank), abbreviated as "Lost top IS (rank)", estimates how often your ad didn't show anywhere above the organic search results due to poor Ad Rank.
You can use this metric as a target to set your bid if you want to increase the percentage of your ads that show at the top of the search results page.
Learn more about reporting on impression share in Search Ads 360.
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Navigate to an advertiser, Google Ads or Yahoo! Japan engine account, or lower scope.
If you have access to multiple advertisers, you can also view this column at the agency level. -
Click the Engine accounts, Campaigns, Ad groups, or Keywords tab.
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Above the performance summary graph, click the Columns button.
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Under "Available columns", click Quality and competitive.
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Click + next to the column name to add it to the "Selected columns" list.
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Click Apply.