![\"Search](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2024\/10\/search-lost-is-rank-1-1.png\"){kind=icon}
<\/div>\nIn this article, you can find the valuable insights you need into why your impression share is so low, and you\u2019ll also find out how to improve the situation.<\/p>\n
Once you have this knowledge, it can do wonders for the long-term success of your ads.<\/p>\n
What is Lost Impression Share?<\/h2>\n
Lost impression share is a percentage rate, which indicates the amount of time your ads were not displayed when they could have been. There are two key types of lost impression share, which explain why your ads are not displayed:<\/p>\n
Search Lost IS (Budget)<\/h3>\n
If you don\u2019t have a budget to advertise freely, you\u2019re bound to miss out on some opportunities. Having a 50% Search Lost Impression Share in the budget column means your budget is exhausted before the day is over.<\/p>\n
![\"ppc-signal-optimization-tool\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppc-signal-ad-3.png\")
<\/a><\/div>\nSearch Lost IS (Rank)<\/h3>\n
This metric can tell you if you have been outbid, or if your competitors have a better quality score<\/a>. Ad Rank impacts Lost IS Rank<\/em>, so if you have a low ranking, your ads may only appear on the second page of search engine results.<\/p>\n The best way to improve Lost IS is to improve Quality Score, which will help in two ways:<\/p>\n Once you have the insights on where you are missing out, you\u2019ll want to make some changes to reduce your losses and capitalize on possible opportunities.<\/p>\n If the campaign is profitable, you may want to increase your budget. But check that it isn\u2019t just one ad group<\/a> generating profit. In this case, it\u2019s best to move the ad group to a new campaign with its own budget.<\/p>\n If increasing the budget isn\u2019t possible, consider the following strategies:<\/p>\n The formula to calculate Ad Rank incorporates several key elements, including Ad extensions<\/a> and quality score, as well as some factors that Google doesn\u2019t share. If you want to improve your Ad rank, try focusing on these individual aspects.<\/p>\n By working on developing a higher quality score, and optimizing your ad extensions and bids, you can influence Ad rank over time, which ultimately will help reduce your lost impression share.<\/p>\n It\u2019s crucial to keep a finger on the pulse of your ad campaigns. A low impression share<\/a> is a warning sign, indicating your ads aren\u2019t fulfilling their potential for one reason or another. It could be a restrictive budget, or it may be down to poor ranking factors.<\/p>\n In any case, it\u2019s usually something you can control. By taking action to optimize your budget, keywords and extensions, you can improve a poor lost impression share. With some fine-tuning, you\u2019ll soon have your ads appearing more often, and can enjoy more conversions and revenue as a result.<\/p>\n Ultimately, knowing where your ads stand with this key metric gives you the potential to turn a failing campaign into a successful one. Are you getting enough Impression Share in your PPC account? Run PPCexpo Impression Share Report<\/a> today to evaluate what you are missing in your account.<\/p>\n","protected":false},"excerpt":{"rendered":" Tweaking and optimizing keyword usage to be more specific to your page can help lower impression share loss. Another way of achieving this is by improving the quality score of your keywords.<\/p>\n <\/a><\/p>","protected":false},"author":1,"featured_media":39952,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[785],"tags":[],"_links":{"self":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/4402"}],"collection":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/comments?post=4402"}],"version-history":[{"count":2,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/4402\/revisions"}],"predecessor-version":[{"id":39954,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/4402\/revisions\/39954"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media\/39952"}],"wp:attachment":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media?parent=4402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/categories?post=4402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/tags?post=4402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}How to Improve Lost Impression Share?<\/h2>\n
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Tweak the Budget<\/h3>\n
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Reduce Lost IS by developing a Higher Ad Ranking<\/h3>\n
![\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppcaduitaccount-3.png\")
<\/a><\/div>\n