037: Impression Share Mania

Hi everyone, welcome to the Paid Search Magic Podcast. This week Amy and I are talking about a single metric: Impression Share. We bumped it up to the front of the queue because of how misunderstood and misused a metric it is. All-too-often it's considered to be a Key Performance Indicator, and as a KPI it's terrible. It's the kind of metric that seems straightforward, but has a closet full of exceptions and qualifications which make it dangerous to make decisions by. So whether you're a paid search professional or a business owner, you need to understand the use and abuse of Search & Shopping Impression Share so that the decisions you make improves business performance, not an arbitrary metric infamous for it's imprecision and misuse.