Impr share (top) % column

Applicable to Google Ads, Microsoft Advertising, and Yahoo! Japan only

Search top impression share, abbreviated as “Impr share (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 top impression share = Impressions on top/eligible impressions on top

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.

A Search Ads 360 impression share bid strategy can set bids to target an impression share.

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

Add this column to a report
  1. Navigate to an advertiser, a Google Ads engine account or lower scope, or or navigate to a bid strategy

    If you have access to multiple advertisers, you can also view this column at the agency level.
  2. Click the Engine accountsCampaignsAd groups, or Keywords tab.

    This metric isn't available on the "Keywords" tab for bid strategies.
  3. Above the performance summary graph, click the Columns button.

  4. Under "Available columns", click Quality and competitive.

  5. Click + next to the column name to add it to the "Selected columns" list.

  6. Click Apply.

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