To help advertisers know how close they are to getting the top number of potential clicks on their campaigns, Google is rolling out click share metric to search campaigns.
Google stated that the lower your click share, the more opportunity you have to capture additional clicks.
There is a relatively simple process for calculating click share. For example, if your ad is clicked 20 times, but the Google Ads estimates that it could have been clicked 100 times (If you had more extensions, higher bids, or higher budgets), your click share is 20%.
Some recommendations for the advertisers:
- For ad copy performance comparisons, continue using click through rate (CTR).
- Use click share to view click growth opportunities with more extensions or bid or budget increases.
- Use impression share to view impression growth opportunities with bid or budget increases.
Why should you care?
Click share helps advertisers achieve deeper insights, as it provides an estimated share of clicks that a campaign has achieved to show how effectively your ads are engaging users compared to the competition.
It has been available for Google Shopping Campaigns for a few years now and has the potential of a definite usable metric to benchmark performance for the retailers.
As per the announcement, click share will be available at the campaign, ad group, and keyword levels for Search campaigns in the coming weeks.
