How does Click Share relate to Impression Share, and what can you do to improve it?

How does Click Share relate to Impression Share, and what can you do to improve it?

• A. Click share is the total possible clicks; unrelated to impression share
• B. Click share is the portion of total possible clicks you actually received; complement to impression share; improve by increasing bid, improving QS, expanding keyword coverage
• C. Click share equals impression share
• D. Click share only depends on ad extensions

Answer: (B)

Click share is the portion of all eligible clicks that you actually receive. It’s calculated as actual clicks divided by eligible clicks. This is related to impression share because both metrics reflect your share of available opportunities: impression share looks at how often your ads showed up among all possible impressions, while click share looks at how many of the potential clicks you earned out of those opportunities. If you want to improve click share, you typically need to boost both the visibility and relevance of your ads. That means adjusting bids to win more auctions, improving quality score so your ads rank higher at a given cost, and expanding or refining keyword coverage so your ads appear for more relevant searches. When you capture more impressions and those impressions convert well, your click share tends to rise.

Click share is the portion of all eligible clicks that you actually receive. It’s calculated as actual clicks divided by eligible clicks. This is related to impression share because both metrics reflect your share of available opportunities: impression share looks at how often your ads showed up among all possible impressions, while click share looks at how many of the potential clicks you earned out of those opportunities.

If you want to improve click share, you typically need to boost both the visibility and relevance of your ads. That means adjusting bids to win more auctions, improving quality score so your ads rank higher at a given cost, and expanding or refining keyword coverage so your ads appear for more relevant searches. When you capture more impressions and those impressions convert well, your click share tends to rise.