Spend to Maximize Impression Share describes the investment level or budget an ad campaign needs to maximize Search Impression Share with its current targeting settings. It is based on the idea that an ad campaign’s spend or budget controls the frequency with which an ad is displayed.
$400 was spent on a Google Ads campaign yesterday and the Search Impression Share Loss due to this budget was 20%. The formula works as follows: divide the spend of $400 by the Search Impression Share Loss subtracted from 1. We get $400 / (1 - 0.2) giving us $500. This indicates that the spend for this campaign must be increased from $400 to $500 to achieve maximum ad exposure and reach.
There is no benchmark since a campaign's Impression Share depends on targeting settings, approval statuses, bids, quality, and competition.
When visualizing Spend to Maximize Impression Share, it can be useful to segment your data by ad campaign in a bar chart. Take a look at the example:
Advertisers run paid search campaigns with the aim of generating as much search traffic as possible with the current targeting and delivery settings, keyword coverage, and other parameters. The budget allocated to the search campaign can play a big role in determining the success of the campaign.
Search Impression Share Loss is a standard metric, found on advertising platforms such as Google Ads and Microsoft Advertising, that estimates how the allotted budget or spend reduced the frequency of an ad showing on the search results page. This metric can in turn be used to calculate the appropriate budget that would have prevented the Search Impression Share Loss that has taken place. Advertisers can use Spend to Maximize Impression Share to determine how much money a given search campaign needs to maximize ad exposure and minimize Search Impression Share Loss.
