Google Ads is continuously bringing new metrics to help advertisers in improving ads campaign. From the past few weeks, Google has announced that they are going to launch click share metrics for search campaigns in the coming weeks of February.
What is Google Ads Click Share Metric?
Google Ads Click share is the estimated share of all achievable clicks that you have received. It has been available for Shopping campaigns since 2015. But in the coming weeks, it will be officially available for search campaigns. For example:
If there are an estimated 100 clicks available and you received 50 clicks, your click share would be 50%. Alternatively, if you received 60 clicks and your click share was 50%, the total amount of clicks available would be 120 (60 / 0.5).
Click Share = Clicks / Total Achievable Clicks
Google Ads’ estimation of the number of clicks an ad could have received is based on whether an ad had more extensions, higher bids, or higher budgets. The lower the click share, the more opportunity there is to capture additional clicks. Google Ads Click share metric shows click growth opportunities. You can use click share metric to understand where you have the potential to capture more clicks & traffic.
Where can I Find Click Share?
Click share metric can be found under the competitive metrics category in Google Ads. You can view this metric at the campaign, ad group, and keyword level. To increase your click share, you may need to increase your bids, the overall quality, relevance of ads copy, or add more ad extensions.
Google offers the following recommendations to increase Click Share:
Increase Click through rate (CTR)
Continue using the clickthrough rate (CTR) for ad copy performance comparisons.
Increase Impression Share
Use impression share to view impression growth opportunities with the bid or budget increases. It can’t get a click without an impression. Increasing impression share means your ads are showing in the auctions more often, giving more people a chance to click. Impressions can be lost due to budget or ad rank, so look into increasing your budgets, bids, and ad quality to make sure ads are appearing on the SERP.
Improve Ad Rank
If you have a high impression share, making changes to improve your ad rank can put your ads in higher positions making them more visible to searchers. You can again increase your bids or adjust your ads to get a higher quality score, improving your overall ad rank.
Your eligible clicks can grow
Though you may see your clicks increasing, the total number of auctions where your ad is competitive (or users looking for your products) can also increase throughout the year. However, if total clicks available are growing faster than the clicks you receive, click share will go down.
What do you think about click share? People all around the world are talking about this coming updated metric. Let’s keep our finger cross and hope for good Google Ads campaign outcome.
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