Google this week announced that is bringing the reporting about click share, already available in shopping campaigns since 2015, to search ads. Click share is the estimated share of all achievable clicks that an advertiser received.
According to Google, the rolling it out of the click share for Search campaigns will happen in the coming weeks. Click share will be available at the campaign, ad group, and keyword levels for Search campaigns.
Pallavi Naresh, Product Manager Google Ads, at Google wrote “the lower the click share, the more opportunity advertisers have to capture additional clicks. For example, if an ad is clicked 20 times, but we estimate that it could have been clicked 100 times if you had more extensions, higher bids, or higher budgets, your click share is 20%.”
Google says that as a best practice, advertisers should continue to use clickthrough rate (CTR) for ad copy performance comparisons.
Click share is to view click growth opportunities with more extensions or bid or budget increases.
Impression share is to view impression growth opportunities with bid or budget increases.