In November, Google rolled out impression share data for Local Service Ads (LSAs). This data is crucial for marketers to assess the visibility and effectiveness of their ad campaigns, enabling them to optimize more efficiently. The impression share is the percentage of times your ad shows up compared to the total number of times it could potentially appear.
The impression share data for Google LSAs was first spotted by Google Ads expert, Ben Turner. This data includes three new metrics for Google LSA accounts: ad impressions, top impression rate on Search, and absolute top impression rate on Search.
Digital marketing expert Anthony Higman expressed his excitement about the rollout of impression share data, stating that it could help improve the accuracy of reporting. Higman also highlighted that these are metrics that haven’t been visible before, making it a significant step in the right direction.
The addition of impression share data is expected to aid in improving the accuracy of reporting for marketers working with LSAs, as well as offering insights that were not previously available. It may contribute to helping marketers understand their ad’s performance and optimize their campaigns more effectively.
For more detailed information on how Google Local Service Ads work, marketers can refer to the Google Local Service Ad guide. Overall, this latest update from Google offers valuable insights for advertisers and aligns with the tech giant’s ongoing efforts to provide more transparency and visibility into ad campaign performances.
The information is shared by Nicola Agius, the Paid Media Editor of Search Engine Land who joined in 2023. She covers paid search, paid social, retail media, and more. Prior to this, she was SEO Director at Jungle Creations and has over 15 years of experience in journalism, including working at publications such as OK! Magazine, Mail Online, Mirror, Digital Spy, and The Sun.
Read Full Article