Google Ads By Utilizing The Brand-New Impression Share Column

Metrics regarding the impression share have just been added to the part of Google Ads devoted to custom columns. Because of this upgrade, the impression share measure can now be utilized in any Custom columns that you create. It gives PPC advertisers the ability to build a wide variety of unique combinations for their Custom columns.

In this article, we will first describe custom columns, then demonstrate how to construct them. And then present 10 suggestions for how PPC marketers can make advantage. The impression share measure to generate custom columns that will improve the performance of their Google Ads account.

Level of Aggression

When we wanted to gain a notion of the level of aggression, we would look at the Average Position.

Previously, advertisers using Google Ads could use the average position data to gauge how aggressive their PPC advertising was. A low average position, for example, showed that there was greater room to enhance traffic by improving the average position.

To determine how aggressive they could be with their “Digital Marketing Pay Per Click” pay-per-click (PPC) advertising. Google Ads advertisers were forced to use impression share metrics after the average position metric was phased out in 2019. Despite the fact that impression share is not the same as average position, this change took place in 2019.

Metrics for top impression share, absolute top impression share, and standard impression share. In addition to the standard statistic for impression share, were included.

Now that impression share data can be used in the Custom Columns section. Google Ads advertisers can use it to create more insightful metrics. Tthat can be used to improve reporting and PPC strategy. These metrics can be created by using the impression share data that is now available in the Custom Columns section.

In Google Ads, What Exactly Are “Custom Columns”?

Advertisers have access to a vast array of data points provided by Google Ads while working within the platform. There are simply too many to list individually, but some of the most prevalent are impressions. Clicks, cost, conversions, average CPC, conversion value, and click-through rate (CTR)

Custom Columns

Instructions for making your own unique column

In addition to the measures that Google has predefined, Google Ads gives advertisers. The ability to develop new metrics by combining metrics that already exist. To do so, advertisers can navigate to the area titled “Custom Columns.”

Click the blue + sign that appears when the Custom columns submenu in the Modify columns section is expanded. This will allow you to add a new Custom column.

Find Your Custom Columns in the Section Called “Modify Columns”

Find Your Custom Columns in the Section Called “Modify Columns”

From this point, you will be able to construct your Custom column. You will need to give the column you created a name, enter the formula, and select a data format. You also have the option of including a description. Which will serve to remind you of what the Custom column displays and how you want to use it in the future.

You are not required to do this, but doing so may assist jog your memory if you are having difficulties understanding what the formula is trying to do.

Create Your Custom Column Formula

Create Your Custom Column Formula

Formulas unique to the column that make use of impression share Now that you know. How to create a Custom column here are some examples to get your creative juices. Going and get you setting up some of your own Custom columns utilizing the impression share measure.

Maximum Impressions

You are able to view the total number of impressions that were generated by your ad. But what about the impressions that weren’t generated. Because your ad didn’t have a high enough rank or you didn’t have enough money?

A percentage is determined using the impression share measure by comparing the number of impressions. That were actually received to the number of impressions that were potentially available.

By combining the impression share statistic with the impressions metric, you will be able to determine. The maximum number of impressions that you might have obtained if both your advertising budget and your ad rank had been sufficiently high.

Insert the formula shown below into the section for the custom column:

Maximum Possible

Maximum possible impressions are equal to the total impressions divided by the impression share.

Max Impressions

Max Impressions

It is helpful to be able to view the maximum number of impressions since. It provides you with an indication of the total search volume for a certain keyword. This search volume is in addition to the search volume that you are receiving as a result of your budget and ad rank.

Finding high-volume regions to optimize for can be easier if you have an accurate understanding of the overall number of searches performed for each term.

A bid estimate for one hundred percent of the impression share

You can make an estimate using the data on the impression share to determine. How much you would need to bid on a certain keyword in order to attain a share of 100 percent of the impressions.


To calculate this, simply divide your average cost-per-click by the percentage of total impressions received. According to the assumptions made by this method, an increase of one percent in CPC will lead to an increase of one percent in impression share.

Because this is not always the case, the formula cannot be considered flawless. However, it does provide you with an estimate of the amount of money you should be prepared to bid in order to win a share of 100 percent of the impressions.

The estimated bid for one hundred percent of the impression share equals the average cost per click for each impression.

Estimated Offer for One Hundred Percent of the Market Share of Impressions

Estimated Offer for One Hundred Percent of the Market Share of Impressions

The maximum number of clicks, cost, and conversions that are estimated

After you have determined the potential number of impressions you could have received. You can then estimate the potential number of clicks you could have received if your ad rank and budget had been sufficient.

To do this, we will first ascertain the maximum number of impressions that can be made. And then we will multiply that amount by your CTR. The following formula makes the assumption that increasing your bids to reach a 100% impression share will not result in an increase in your click-through rate (CTR). This is not always the case; if you increase your bid, it is possible that your advertisement may be displayed higher on the page.

Increase In Your CTR

This may result in an increase in your CTR. However, you may still use the method to get a general idea of how many clicks you might anticipate receiving if your impression share is 100%.

Maximum predicted clicks are equal to impressions multiplied by the click-through rate (CTR).

Maximum Number of Clicks That Are Estimated

Check out the results of the account that has a hundred percent impression share here.

After you have a fundamental understanding of the method, you can put it to use to see. How you’re other metrics would change if you were to achieve a share of 100% of the impressions.

Combining the CTRs allows you to compute the total number of clicks that you would obtain. After that, you may compute how much more expensive your CPC would be by making use of the statistics for the average CPC and the impression share.

You can calculate how much your costs would increase if you achieved a 100% share of the impression market by multiplying your new cost-per-click by your new number of clicks.

Maximum anticipated cost equals (impressions divided by impression share) times’ click-through rate multiplied by average cost per click divided by impression share.

You may determine how many additional conversions you would get by first determining the number of clicks that you would receive and then multiplying that number by the conversion rate that you are now using in your business.

Maximum Possible

Maximum possible conversions are equal to the product of the click-through rate multiplied by the number of impressions divided by the impression share.

After you have determined the maximum number of conversions possible, all you need to do to calculate the value of a conversion is multiply that number by the typical cost of an order (AOV).

Value divided by conversion is the preset metric that Google Ads already has for your average order value (AOV). Because of this, you do not need to manually calculate your AOV anymore.

Maximum expected conversions = (((impressions / impression share) * CTR) * Conv. Rate) * value / conv

CPA or ROAS estimates based on a total share of 100 percent impressions

You have performed the calculation necessary to determine the number of conversions you would obtain if you aimed an impression share of one hundred percent. How does this influence the profitability of your account?

If you sought to get a hundred percent of the impression share, here is how you would compute the anticipated cost per action and return on investment for your account.


The maximum estimated cost per acquisition is calculated as follows: Maximum estimated CPA = ((impressions / impression share) * CTR) * (average CPC / impression) / ((impressions / impression share) * CTR) * Conversion Rate

Maximum projected ROAS = (Conv. Value / Conversions) / (((impressions / impression share) * CTR) * (average CPC / impression))

The estimated volume of lost business

You have the option of looking at the estimated total number of impressions that you did not obtain because either your ad rank or your budget was not high enough. This is an alternative to looking at the projected total number of impressions that you could have received.

You can accomplish this by making a few tweaks to the algorithm used to estimate the total number of impressions.

Total estimated impressions lost = (impressions / impression share) – impressions

Amount of Potentially Lost Impressions

Amount of Potentially Lost Impressions

It is possible to modify the aforementioned formula in order to compute all of the other metrics that have been covered in this blog. These are the following:

Conversion value CPA ROAS

The estimated number of impressions at a given percentage of total impressions

If you need to reach a particular impression share for one of your campaigns, all you need to do is alter the formulae that have been presented above so that they include the needed amount of impression share.

Using the formula below, you can compute the total number of impressions you would receive if your impression share was 65%. It computes the number of impressions you may anticipate receiving if you held a proportion of the whole audience equal to one hundred percent. After that, it takes the total number of impressions and multiplies it by the percentage of impression share that you wish to accomplish.

The formula for estimating the number of impressions for a share of 65 percent is: (impressions / impression share) * 0.65.

You may use the same fundamental concept to calculate various metrics that you would expect for a certain impression share, such as the number of clicks, the cost, and the number of conversions, to name just a few.

Wrapping up

I have been waiting for a very long time in the hopes that I will be granted access to the impression share metric that is located in the Custom columns area. A wide number of metrics can be derived by using impression share as an input. It can assist in making judgments regarding optimization and estimate how changes to keyword bids will impact the account.

When it comes to designing formulas that make use of the impression share measure, a good place to begin is with the formulas that are described in this blog. Create new columns that will assist you in more effectively managing your Google “Digital Marketing Pay Per Click”Ads account by starting with the Custom columns area of Google Ads and moving on to the impression share measure from there. ­­­

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