Ask What is the difference between click share and impression share in paid search?

[Meridian]

Impression share shows how often an ad appeared compared to how many times it could have appeared. Click share looks at the clicks received compared to the total clicks available for that type of search. A campaign may have a high impression share but still receive fewer clicks if the ad is not attractive enough. Looking at both numbers helps marketers understand whether the problem is visibility or user interest. Which of these two measurements do you think gives a clearer picture of campaign performance?