Ask What is a search impression share and how does it affect paid campaign decisions?

[Brajet]

Search impression share is the percentage of times your ad actually showed compared to how many times it could have shown based on your targeting. If your impression share is 40 percent, it means your ad missed 60 percent of chances to appear. This usually happens because your budget ran out or your bids were too low. When marketers see a low impression share, they know there is room to grow by increasing the budget or raising bids on important keywords. A very high impression share means you are already capturing most of the available traffic, so the focus shifts to improving conversion rate instead. So what do you think should be the first response when a campaign has a low impression share?