The forum gets a lot of posts asking ‘how am I doing” or “what do my
performance statistics look like in comparison to my competitors?”.
Because performance benchmarks change for every market, the best place
to look for an answer is the Impression Share (IS) Report.
The IS report will tell you the percentage of impressions where your
ads were shown out of the total available impressions in the market
you were targeting. With insight into potential traffic, you can make
more informed decisions by getting answers to these questions:
• Do I have room to expand in my targeted market?
• Am I losing impressions due to rank?
• Am I losing impressions due to budget?
• What's my impression share for specific keywords I'm using?
(Hint:
use the IS Exact Match report)
I like to run this report before I do any optimization work to double
check that there is room to grow. Frequently, especially with highly
specific keywords, you may see a high impression share despite having
a low number of impressions- which just means people aren’t searching.
It’s a good way to figure out if your keyword lists are under
performing or simply low traffic.
You can find complete instructions for running the IS report at
http://adwords.google.com/support/bin/answer.py?answer=52760&utm_sour....
Best,
AdWordsPro Sarah
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