Google Ads’ has begun rolling out click share to search advertising campaigns, announced Google on Monday.
Click share for Shopping campaigns is already available since 2015, the company said it plans to make click share feature available now to all search campaigns within the coming weeks.
Google says it will help advertisers to better understand how their ads are performing.
Click share, a follow up to the position metrics is an estimated share of all “achievable clicks” that a search campaign has received.
The lower the click share, the more opportunity it offers to capture additional clicks.
Google explains the process of calculating click share through an example, “if an ad is clicked 20 times, but Google Ads estimates it could have been clicked 100 times, then the click share is 20%.”
Google notes, this estimation is based on whether it had more extensions, higher bids, or higher budgets.
Advertisers are advised to follow these best practice recommendations:
- Use of clickthrough rate (CTR) for ad copy performance comparisons
- View click growth opportunities using click share with more extensions or bid or budget increases
- View impression growth opportunities using impression share with the bid or budget increases.
- Click share will be available at the campaign, ad group, and keyword levels for Search campaigns in the coming weeks.
In addition to Shopping campaigns, Google Ads is bringing the click share to search campaign competitive metrics at the campaign, ad group, and keyword levels in next few weeks.