Google has released impression share data for Local Service Ads (LSA).
Impression share is the percentage of times your ad is shown compared to the total number of times it could appear.
This data was made available to LSAs in November, confirmed Google Ads Liaison Officer Ginny Marvin X.
Why we care Impression share is a key metric for evaluating the visibility and effectiveness of an advertising campaign, allowing marketers to better understand performance and optimize it more efficiently.
first discovered. Google’s LSA impression share data was first spotted by Google Ads expert Ben Turner, who shared a screenshot of his findings on X:
As shown in the screenshot above, three new metrics are now viewable for Google LSA accounts:
Ad impressions: How often your ad was shown in search results in a chosen time period
Higher impression rate than Search: The percentage of your impressions that show above unpaid results in a chosen time period.
Absolute higher percentage of impressions in Search: The percentage of your impressions that appear as the first ad in search results for a specific time interval.
Commenting on the screenshot, Turner wrote:
“Seeing IS metrics on selected Google LSA accounts can be helpful. The metrics look very different to an LSA ranking tool I used briefly. One of them must be off.” “If you look at anything other than November 2023, there is no data.”
reactions Digital marketing expert Anthony Higman commented that rolling out impression share data could help improve reporting accuracy. Explained X:
“[I] they’ve been clamoring for it. My whole thing since introducing LSA is how can I accurately report Google ads when LSA is in the mix and you have no idea how or when. I doubt this will help solve it, but it’s a step in the right direction. It only took them 3 years.” “Also what’s nice is that these are metrics I haven’t been able to see before. You can see a lot of data in LSA accounts from the account level if you’re creative but haven’t been able to see positioning metrics before.”
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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