How Google Ads Click Share is Going to Transform How We Buy Search

Have you heard the news about Click Share? Google plans to have click share available in all search campaigns in the next coming weeks – at the campaign, ad group and keyword levels.

What is Click Share?

“Click Share” is the estimated share of all achievable clicks that you have received. It takes the share of eligible impressions for your ad, and then shows you how many shares of clicks you are in, with a chance of earning for those impressions. This new metric is much more useful than Impression Share when it comes to understanding where you have the potential to capture the maximum amount of clicks. Currently, it’s only available for search and shopping ads.

What’s the Difference Between Click Share vs Impression Share in Google Ads?

An ad “impression”, or ad view, is counted when the ad is viewed once by a visitor or displayed once on a webpage. Google Ads impression share measures how many times your ad was rendered against how many times your ad was eligible to show – meaning, the number of impressions that were available.

Sometimes low impression share in your Google shopping campaigns is a result of low bids and/or the quality of your low data was too low. So, when the auction runs, your ads aren’t showing in high enough positions to render, and therefore they’re not counted as “viewed”.

According to Google:

“For example, if you received 60 clicks, and your click share is 60%, then it’s estimated that there were another 40 clicks that you could have received if you had more extensions, higher bids, higher budgets or, in the case of Shopping campaigns, if you showed more products for search queries.”

The process for calculating clickshare, goes as follows:
If your ad is clicked 20 times, and Google Ads estimates it could’ve been clicked 100 times, then the share of clicks is 20%.

In contrast, Google Ads clickshare measures how many times your ad was displayed against how many times your ad was clicked. As far as data goes, this type of metric is much more concrete and useful when compared to “impression share”.

Reasons for low click share could include:

• Receiving impressions for being part of a product carousel, but which the user couldn’t immediately see;
• Ad displayed in a low position farther down the search results page;
• Users clicking a competitor’s ad, which then could point to your ad’s content not being effectively optimized in image, title or price.

What to Do If You Have Low Click Share in Google Ads

If your click share is low, consider the steps below:

• Optimize your content in your product titles and description based on analysis of relevant high-intent search queries;
• Review and optimize product images;
• Compare pricing against competitors;
• Increase your bids, after analyzing your conversion rates and Return on AdSpend.

What Google Recommends for Your Google Ads Account

Since Google Ads’ estimation of the number of clicks an ad could have received is based on whether the ad had more extensions, higher bids, or higher budgets, Google has offered a few suggestions to advertisers:

• Use clickshare to view click growth opportunities with more extensions, or bid or budget increases;
• Use impression share to view impression growth opportunities with bid or budget increases;
• Continue using click through rate (CTR) for ad copy performance comparisons, as usual.

At Two Trees PPC, we recommend looking at your current setup and seeing where you can optimize and utilize the new Click Share metric to your advantage. There’s no doubt that Google Ads Click Share is going to transform how we buy Search.

Need help or have other questions about this new metric in Google Ads? Or maybe you need hands-on help to optimize your Google Ads campaigns?

Send us a message or give us a call – we’d be happy to help!

Resources:
https://support.google.com/google-ads/answer/6299696?hl=en
https://www.searchenginejournal.com/google-ads-is-bringing-click-share-to-search-campaigns/292947/
https://tillison.co.uk/blog/click-share-in-google-ads/