Should auto dealers pay attention to the new click share metric in Google Ads? Or is search impression share a better indicator of digital advertising success? We’re explaining this new addition to Search campaigns and breaking down why auto dealers should pay attention to both search impression share and click share as part of the success of their paid search campaigns.
What is Click Share?
On February 11, 2019, Google announced that the click share metric was coming to Search campaigns and it has since been rolled out for advertisers. Click share has been available in Shopping campaigns for several years, but it’s a new, welcome addition for advertisers running Search campaigns.
Click share is the number of clicks your ads received out of the total number of clicks Google estimates you could have received.
Clicks / Potential Clicks = Click Share
For example, if your ad is clicked 20 times, but Google estimates that it could have been clicked 100 times, your click share is 20%.
Click share helps advertisers understand how effective their ads are at engaging users compared to the competition. However it is worth noting that Potential Clicks are not an exact value like Potential Impressions. A high click share could mean you’re getting the majority of clicks your ads are eligible for, while a low click share could indicate an opportunity to gain more clicks with a different bid strategy or better ad quality.
What is Search Impression Share?
Search impression share is the number of impressions your ad received out of the total number of impressions Google estimates you could have received. An indication of how effective you are at getting your ads shown to users, impression share provides the number of searches you missed out on due to rank or budget.
Impressions / Potential Impressions = Search Impression Share
For example, if your ad showed 50 times and had a 50% impression share, there were 100 total opportunities for impressions.
If your ad lost 25% to budget and 25% to rank, you would know that 25 of those lost impressions were because you had exhausted ad spend early and the remaining 25 were lost in auction to better bids or higher ranking competitors.
Click Share + Impression Share
Click share does not replace search impression share. In fact, impression share and click share work well together. You need impressions in order to get clicks and it’s important to note that click share will usually be lower than impression share. It’s important to prioritize achieving a high search impression share and then maximizing click share.
Looking at both impression share and click share can help advertisers spend their dollars more efficiently and effectively. Just because your ads are always appearing in search results doesn't mean they are successful. Focus on increasing conversions by maintaining a search impression share of 80-90% and continually improving rank and click share of your ads.
How to Increase Click Share
There are a few factors that impact click share, but start with extensions and ad relevance in order to increase your click share:
Extensions: Ad extensions are the best way to include as much relevant information as possible in your ads, but they’re also essential for maximizing real estate in search results. Providing all relevant extensions typically increases an ad's click-through-rate by several percentage points and will have a big impact on click share.
Relevance: To compel users to click, aim for above average ad relevance and a high Quality Score. The more closely related your keyword is to your ads, the more Google will serve your ad and the better your chances of gaining clicks. Adhering to a micro-moments strategy will ensure your ads are relevant and match key moments in the auto shopper’s journey.
There isn’t an exact click share rate you should aim for across campaigns. You should expect click share rate will differ by campaign and success should be evaluated on a case-by-case basis. For example, a conquest campaign might have a low click share rate, but earning the top position may be too expensive and improving click share cost-prohibitive. On the other hand, branded campaigns should have a click share rate that almost exactly matches a search impression share of 80-90%. This would indicate there isn't anything about the quality or position of your branded ad that would improve your total clicks in the market.
Are your digital advertising campaigns in need of a check-up?
Whether you’re managing automotive digital advertising campaigns yourself or working with a trusted digital provider, click share and search impression share should be used in tandem to optimize campaign performance and generate high-quality leads. As a leading digital advertising provider in the automotive industry for over a decade, Adpearance can work with you to improve your campaign results. Get started by scheduling a free digital analysis.