(Click on the Campaigns tab. > Click the Columns button that is above the statistics table, then select “Modify columns” in the drop-down. >Click Competitive metrics, and add the Impression share columns that you are interested in viewing. >Click on Save. Your Impression share data should now appear in the statistics table.)
High impression share (<80%) means that we can add more keywords or expand the geographical area to get more conversions.
Low impression share (>30%) means that we either need to add budget to the account, shrink our service area, or get rid of low converting services.
