Google has listened to its customers and will revamp its Google AdWords by bringing new support to its advertisers by offering Impression Rate Metrics services to the AdGroup level. Impression Rate Metrics will be available to advertisers beginning January 30, 2012. Google’s intent on offering this updated service was to assist businesses in managing its advertising budgets.

Advertisers that use the AdGroup level will now be able to see their Impression Share, Lost Impression Share (Rank), and Exact Match Impression Share. Impression Share is the estimated amount of impressions received, divided by the percentage of impressions received. The Lost Impression Share is the percentage lost due to Ad Rank. This percentage will not be shown to advertiser if they were near the end of their budget for that particular time period, often referred to as budget constrained.  The Exact Match Impression Share is of the search network only. It is the percentage of the qualified estimated amount of impressions received per keyword searches, divided by exact Match Impression Share that the advertiser was qualified to receive.

Google is also in the process of updating its algorithm to further assist its computer programs in receiving better Impression Share Metrics results. With this update, comes a Refined Campaign-Level Statistics, which will have historical data from May, 2011 to present. Any data before May of 2011 must be retrieved and downloaded before January 30, 2012, or the data will be lost. Daily Updates will also be included to provide advertisers with a more precise tabulation of the Impression Share Metrics. Google will update Impression Share Metrics at 12 noon Pacific Time (GTM-8). Advertisers will have to adjust data to the relevant day, as this cut off time for reports may not equal a general full day of impression shares.

These new updates to Google AdWords permit advertisers to plan business’ budgets accordingly to achieve the best results with minimal loss, as well as bid with more accuracy on keywords that bring more business leads and in identifying best used keywords. Google has made it easier for businesses to manage money, which in turn increases its dedicated users of Google AdWords.

After January 30, 2012, more information on the details of these changes will be available on Google’s AdWords help section.


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About the AuthorNii is COO of CPC Strategy, a shopping feed management agency and is responsible for day-to-day business operations and long-term financial, tactical and strategic planning for the company. He has been with CPC Strategy since January of 2007. Prior to working with CPC Strategy, Nii was a product manager at eBay working on algorithmic merchandising and reviews and guides. See all posts by this author here.