Answers
What impression share should I aim for?
On profitable campaigns, higher. On unprofitable ones, the number is irrelevant.
The short answer
On profitable campaigns, higher. On unprofitable ones, the number is irrelevant.
Impression share tells you how much of the available auction you actually entered. Low share on a campaign that clears your break-even is straightforward growth.
Chasing 100% is almost always wasteful — the last slice of any auction is the most expensive and the least qualified.
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