Question

Hi folks!  I have a question about the calculation of impression share. The formula that Google states is this: Impression share = impressions / total eligible impressions But what about the exclusions in the account/campaign/ad group Example: If you have a keywords +car with a total of 1000 impressions per month. If you had 300 impressions you would have an impression share of 30%. But if you exclude +cheap because you think this is irrelevant traffic for your campaigns and it has a volume of 300 impressions per month Does Google take this into account or not? Because if he doesn’t your impression share is actually 42, 8% So then the formula should be: Impression share = impressions / (total eligible impressions - excluded impressions) Is someone with me behind this logic or does it make no sense? Thanks!  

Answer 1

Help center points out it takes into consideration your targeting settings, and the very definition is "total eligible impressions" therefore I assume no, queries where you are not into auction won't be counted since you are not "eligible". However have no proofs to support this.  

Answer 2

Yes it does. Your ‘share’ is what your acc is ‘eligible’ for with all excluding factors taken into account like negs, TOD scheduling, geo settings etc So if you Neg out some terms your impression share will increase. Is that what you meant?  

Answer 3

Yes thanks! It's just that there is no actual proof that this is the case so I was just wondering if somebody knew that negatives are also taken in the calculation or not

Answer 4

. Also asked it in the help community. Seems that it takes negatives into account as well. Thanks for the help guys!  
https://support.google.com/google-a...39642