Impression Share is the number of impressions you've received, divided by the total number of impressions you were eligible to receive. Eligibility is based primarily on your bids and your Quality Scores. Fortunately, we can determine where you Impression Share is being lost; whether it be by budget or by rank.
If your Impression Share is being lost by budget it means your expenditure limit is stopping your ads from being displayed as often as Google would like. Google will distribute your impressions accross your display times in a way they determine will get you the volume of clicks you have budgeted for. To reduce this lost Impression Share, consider the viabilty of increasing your advertising spend.
If your Impression Share is being lost by rank it means there are issues with the relevance of your ads and landing page experience. Ad Rank is determined by Quality Score and CPC Bid so work on improving these and your CTR to increase your exposure to the market.
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