Google Ads Click Share Metric
Published on: December 7 2022 by Paid Media Pros
Google Ads Click Share Metric
Table of Contents
Google Ads Click Share Metric
| startTime | durationTime | text |
| 00:00:00 | 00:00:05 | earlier this summer we released a video |
| 00:00:02 | 00:00:08 | on google ads impression share what it |
| 00:00:05 | 00:00:09 | is what the metrics mean and how you can |
| 00:00:08 | 00:00:11 | improve it if you're interested in |
| 00:00:09 | 00:00:12 | checking out that video you can watch it |
| 00:00:11 | 00:00:15 | right here |
| 00:00:12 | 00:00:18 | but in that video i think i alluded to |
| 00:00:15 | 00:00:20 | click share which is also within that |
| 00:00:18 | 00:00:23 | competitive metrics section within the |
| 00:00:20 | 00:00:24 | google ads interface so i want to pay a |
| 00:00:23 | 00:00:26 | little bit closer attention to that |
| 00:00:24 | 00:00:28 | metric today i want to tok about what |
| 00:00:26 | 00:00:30 | the definition of click share is and |
| 00:00:28 | 00:00:33 | where the definition is still a little |
| 00:00:30 | 00:00:35 | bit murky and then hop into an account |
| 00:00:33 | 00:00:38 | and show you where you can find your |
| 00:00:35 | 00:00:39 | click share data and use the metrics in |
| 00:00:38 | 00:00:42 | there to analyze how you're doing and |
| 00:00:39 | 00:00:44 | track your performance over time |
| 00:00:42 | 00:00:46 | i want to start off in the google ads |
| 00:00:44 | 00:00:48 | help section toking about the |
| 00:00:46 | 00:00:50 | definition of click share in the |
| 00:00:48 | 00:00:52 | previous video that i mentioned in the |
| 00:00:50 | 00:00:53 | intro about impression share your |
| 00:00:52 | 00:00:56 | impression share is the number of |
| 00:00:53 | 00:00:58 | impressions you received divided by the |
| 00:00:56 | 00:01:01 | number of eligible impressions that your |
| 00:00:58 | 00:01:03 | ad had out of the opportunities it had |
| 00:01:01 | 00:01:05 | to show how often did it show up are you |
| 00:01:03 | 00:01:07 | showing up every single time you could |
| 00:01:05 | 00:01:09 | or are you only showing up part of the |
| 00:01:07 | 00:01:11 | time click share is very similar but |
| 00:01:09 | 00:01:12 | rather than toking about impressions |
| 00:01:11 | 00:01:14 | we're toking about clicks hence the |
| 00:01:12 | 00:01:16 | name as you can see in the first |
| 00:01:14 | 00:01:18 | paragraph here click share is an |
| 00:01:16 | 00:01:20 | estimated share of all achievable clicks |
| 00:01:18 | 00:01:22 | that you've received now i also |
| 00:01:20 | 00:01:25 | mentioned that the definition of click |
| 00:01:22 | 00:01:26 | share falls short a little bit and the |
| 00:01:25 | 00:01:29 | biggest place it falls short is this |
| 00:01:26 | 00:01:31 | achievable clicks section right there |
| 00:01:29 | 00:01:34 | there's not really a definition anywhere |
| 00:01:31 | 00:01:36 | i can find of what is quote an |
| 00:01:34 | 00:01:38 | achievable click unquote so that's where |
| 00:01:36 | 00:01:40 | we're left a little bit in the dark but |
| 00:01:38 | 00:01:41 | let's keep going through this and we can |
| 00:01:40 | 00:01:44 | kind of get some clues as to what |
| 00:01:41 | 00:01:46 | achievable clicks are so down here it |
| 00:01:44 | 00:01:49 | also says for example if you received 60 |
| 00:01:46 | 00:01:50 | clicks and your click share is 60 then |
| 00:01:49 | 00:01:52 | it's estimated that there were another |
| 00:01:50 | 00:01:54 | 40 clicks that you could have received |
| 00:01:52 | 00:01:56 | if you had more extensions higher bids |
| 00:01:54 | 00:01:58 | higher budgets or in the case of |
| 00:01:56 | 00:02:00 | shopping campaigns if you showed more |
| 00:01:58 | 00:02:02 | products or search queries additionally |
| 00:02:00 | 00:02:03 | in this how it works section down here |
| 00:02:02 | 00:02:06 | you can see that similar to impression |
| 00:02:03 | 00:02:07 | share google ads analyzes the ad |
| 00:02:06 | 00:02:09 | auctions over the course of the day and |
| 00:02:07 | 00:02:11 | includes all auctions that your ad |
| 00:02:09 | 00:02:14 | showed in and the auctions where your ad |
| 00:02:11 | 00:02:16 | competed but did not show based on all |
| 00:02:14 | 00:02:19 | of these little clues here effectively |
| 00:02:16 | 00:02:22 | the way that click share works is that |
| 00:02:19 | 00:02:25 | google analyzes patterns of how users |
| 00:02:22 | 00:02:27 | are engaging on certain results pages |
| 00:02:25 | 00:02:29 | and between you and the competitors as |
| 00:02:27 | 00:02:31 | well as other clicks on the page whether |
| 00:02:29 | 00:02:33 | it's going back to the search bar |
| 00:02:31 | 00:02:36 | whether it's going to an organic listing |
| 00:02:33 | 00:02:40 | whatever it is there is a certain amount |
| 00:02:36 | 00:02:41 | of achievable click volume that you can |
| 00:02:40 | 00:02:44 | be eligible for and that's the metric |
| 00:02:41 | 00:02:46 | that google uses likely over time there |
| 00:02:44 | 00:02:48 | are certain results pages that have much |
| 00:02:46 | 00:02:50 | higher click activity than others and |
| 00:02:48 | 00:02:51 | that type of pattern will be taken into |
| 00:02:50 | 00:02:53 | account to give you your click share |
| 00:02:51 | 00:02:55 | percentage so let's get a little further |
| 00:02:53 | 00:02:57 | into it and in this little keep in mind |
| 00:02:55 | 00:02:59 | section there's a couple things to note |
| 00:02:57 | 00:03:01 | first click share includes all auctions |
| 00:02:59 | 00:03:04 | where your ads showed or where your ad |
| 00:03:01 | 00:03:06 | was competitive in the auction so it |
| 00:03:04 | 00:03:08 | includes searches where your ad could |
| 00:03:06 | 00:03:10 | have shown basically an available |
| 00:03:08 | 00:03:12 | impression but did not so it could |
| 00:03:10 | 00:03:14 | include auctions where your ad could |
| 00:03:12 | 00:03:16 | have shown at twice its current bid this |
| 00:03:14 | 00:03:18 | is where impression share and click |
| 00:03:16 | 00:03:20 | share come hand in hand because you |
| 00:03:18 | 00:03:21 | would have missed out on that impression |
| 00:03:20 | 00:03:23 | you also would have missed out on that |
| 00:03:21 | 00:03:25 | click impacting both your impression |
| 00:03:23 | 00:03:27 | share and click share additionally click |
| 00:03:25 | 00:03:29 | share is an estimate so small |
| 00:03:27 | 00:03:31 | fluctuations over time don't necessarily |
| 00:03:29 | 00:03:34 | mean that you need to make a change just |
| 00:03:31 | 00:03:36 | like with any of the other metrics like |
| 00:03:34 | 00:03:38 | impression share any of the quality |
| 00:03:36 | 00:03:40 | score metrics there is a bit of machine |
| 00:03:38 | 00:03:43 | learning behind those so any |
| 00:03:40 | 00:03:45 | fluctuations over time don't necessarily |
| 00:03:43 | 00:03:47 | mean that something has gone awry lastly |
| 00:03:45 | 00:03:49 | your eligible clicks can grow you might |
| 00:03:47 | 00:03:52 | see that the number of your clicks are |
| 00:03:49 | 00:03:54 | increasing but if the number of |
| 00:03:52 | 00:03:56 | achievable clicks is also increasing |
| 00:03:54 | 00:03:58 | during that same time your click share |
| 00:03:56 | 00:04:00 | could go down because you're not seeing |
| 00:03:58 | 00:04:02 | a higher percentage of click share |
| 00:04:00 | 00:04:04 | you're simply seeing a higher volume of |
| 00:04:02 | 00:04:06 | click now we've seen it a couple of |
| 00:04:04 | 00:04:08 | times so far in this section toking |
| 00:04:06 | 00:04:11 | about data availability and where you |
| 00:04:08 | 00:04:13 | can get your click share data click |
| 00:04:11 | 00:04:15 | share is currently only available for |
| 00:04:13 | 00:04:17 | performance max campaigns search |
| 00:04:15 | 00:04:19 | shopping and hotel campaigns down here |
| 00:04:17 | 00:04:20 | we've got a list of all the different |
| 00:04:19 | 00:04:22 | sections within the accounts that you |
| 00:04:20 | 00:04:24 | can see it there is no listing for |
| 00:04:22 | 00:04:26 | performance max because there's no |
| 00:04:24 | 00:04:28 | hierarchy within those campaigns where a |
| 00:04:26 | 00:04:30 | search has a campaign ad group and |
| 00:04:28 | 00:04:32 | keyword performance max is just |
| 00:04:30 | 00:04:34 | performance max so you'll be able to see |
| 00:04:32 | 00:04:36 | it at the campaign level now before we |
| 00:04:34 | 00:04:38 | get into how to improve your click share |
| 00:04:36 | 00:04:40 | let's hop into an account and i'll show |
| 00:04:38 | 00:04:43 | you where you can find your click share |
| 00:04:40 | 00:04:45 | information so i'm in one of our actual |
| 00:04:43 | 00:04:47 | client accounts that way you can see |
| 00:04:45 | 00:04:48 | some performance data it's not really |
| 00:04:47 | 00:04:50 | going to help in the paid media pros |
| 00:04:48 | 00:04:52 | account if there's no actual data to |
| 00:04:50 | 00:04:54 | look at currently i'm on the all |
| 00:04:52 | 00:04:56 | campaigns tab but all of these campaigns |
| 00:04:54 | 00:04:58 | are search campaigns to find the click |
| 00:04:56 | 00:05:00 | share data you just need to come over |
| 00:04:58 | 00:05:02 | here to customize columns click modify |
| 00:05:00 | 00:05:04 | and just like with the impression share |
| 00:05:02 | 00:05:06 | metrics we're going to head down to |
| 00:05:04 | 00:05:07 | competitive metrics here you'll see all |
| 00:05:06 | 00:05:09 | of the different sections that we have |
| 00:05:07 | 00:05:12 | here and i'm going to go ahead and add |
| 00:05:09 | 00:05:14 | just a couple so let's add the search |
| 00:05:12 | 00:05:16 | impression share top impression share |
| 00:05:14 | 00:05:17 | absolute top and then down here at the |
| 00:05:16 | 00:05:19 | bottom is going to be click share and |
| 00:05:17 | 00:05:20 | then i'll just click apply so now i'm |
| 00:05:19 | 00:05:22 | going to need to do a little bit of |
| 00:05:20 | 00:05:24 | scrolling off to the side we can see the |
| 00:05:22 | 00:05:26 | four different metrics that i just added |
| 00:05:24 | 00:05:28 | impression share top absolute top and |
| 00:05:26 | 00:05:30 | click share these are going to be |
| 00:05:28 | 00:05:31 | represented pretty much the same way as |
| 00:05:30 | 00:05:34 | a percentage so let's take this top |
| 00:05:31 | 00:05:36 | campaign as an example we have a |
| 00:05:34 | 00:05:38 | 13.99 |
| 00:05:36 | 00:05:40 | impression share 12.77 |
| 00:05:38 | 00:05:42 | of that is in the top portion of the |
| 00:05:40 | 00:05:44 | page less than 10 |
| 00:05:42 | 00:05:45 | is the absolute top but then our click |
| 00:05:44 | 00:05:48 | share is actually outpacing our |
| 00:05:45 | 00:05:51 | impression share right now it's at 18.56 |
| 00:05:48 | 00:05:54 | percent overall that still means that 81 |
| 00:05:51 | 00:05:57 | to 82 percent of all achievable clicks |
| 00:05:54 | 00:05:59 | are going elsewhere we are not capturing |
| 00:05:57 | 00:06:01 | them in our ad campaigns now before we |
| 00:05:59 | 00:06:03 | go too far i just want to show you that |
| 00:06:01 | 00:06:05 | all of the click share metrics are the |
| 00:06:03 | 00:06:07 | same at each level within the account so |
| 00:06:05 | 00:06:09 | let's go ahead and click in this |
| 00:06:07 | 00:06:10 | campaign now we're on the ad groups tab |
| 00:06:09 | 00:06:13 | we would do the exact same thing come |
| 00:06:10 | 00:06:15 | over to columns modify and add click |
| 00:06:13 | 00:06:17 | share in the competitive metrics section |
| 00:06:15 | 00:06:19 | and now we can see click share for each |
| 00:06:17 | 00:06:20 | individual ad group the same thing would |
| 00:06:19 | 00:06:23 | apply for keywords so let's go in this |
| 00:06:20 | 00:06:25 | top ad group again head up to columns |
| 00:06:23 | 00:06:26 | competitive metrics and add click share |
| 00:06:25 | 00:06:28 | available here there's no difference |
| 00:06:26 | 00:06:30 | between the campaign ad group or keyword |
| 00:06:28 | 00:06:32 | level within the google ads account |
| 00:06:30 | 00:06:33 | they're all going to be calculated the |
| 00:06:32 | 00:06:35 | same and you apply them all to the view |
| 00:06:33 | 00:06:37 | in the same way as well i'm just going |
| 00:06:35 | 00:06:38 | to hop back to the all campaigns view |
| 00:06:37 | 00:06:40 | real quick |
| 00:06:38 | 00:06:41 | and i extended the date range just a |
| 00:06:40 | 00:06:43 | little bit so we can have a little bit |
| 00:06:41 | 00:06:45 | more data but one thing that we did |
| 00:06:43 | 00:06:47 | mention is that you can monitor your |
| 00:06:45 | 00:06:49 | click share performance over time in |
| 00:06:47 | 00:06:51 | your google ads account the way that you |
| 00:06:49 | 00:06:53 | would do that is pick a date range that |
| 00:06:51 | 00:06:55 | is long enough so in this example i just |
| 00:06:53 | 00:06:57 | used 30 days and then you can come into |
| 00:06:55 | 00:06:59 | the segment section use time as your |
| 00:06:57 | 00:07:00 | dimension and then choose the breakdown |
| 00:06:59 | 00:07:03 | that you want for this example i want to |
| 00:07:00 | 00:07:04 | use week so for this top campaign here |
| 00:07:03 | 00:07:06 | we can now see the click share |
| 00:07:04 | 00:07:08 | performance week to week as time has |
| 00:07:06 | 00:07:11 | gone on as you can see here our click |
| 00:07:08 | 00:07:13 | share has actually gone down at the same |
| 00:07:11 | 00:07:15 | time that our impression share has also |
| 00:07:13 | 00:07:17 | gone down it's come back up a little bit |
| 00:07:15 | 00:07:19 | over the last week but at some points it |
| 00:07:17 | 00:07:20 | was going down quite a bit this could be |
| 00:07:19 | 00:07:23 | from a number of different things maybe |
| 00:07:20 | 00:07:25 | our ad just wasn't as competitive maybe |
| 00:07:23 | 00:07:27 | there were more competitors in the space |
| 00:07:25 | 00:07:28 | and you can also see that over time our |
| 00:07:27 | 00:07:30 | click-through rate decreased just a |
| 00:07:28 | 00:07:32 | little bit it was in the seven percent |
| 00:07:30 | 00:07:34 | range it's kind of come down to the low |
| 00:07:32 | 00:07:35 | sixes which is going to impact our click |
| 00:07:34 | 00:07:37 | share as well but even though our |
| 00:07:35 | 00:07:41 | click-through rate went down week over |
| 00:07:37 | 00:07:46 | week from 6.62 to 6.27 our click share |
| 00:07:41 | 00:07:48 | actually went up from 12.63 to 16.74 so |
| 00:07:46 | 00:07:51 | again that just tells me that the number |
| 00:07:48 | 00:07:52 | of achievable clicks was likely lower |
| 00:07:51 | 00:07:54 | during this most recent time period as |
| 00:07:52 | 00:07:56 | compared to the last one because even |
| 00:07:54 | 00:07:58 | though our click-through rate was lower |
| 00:07:56 | 00:08:00 | we still saw a higher click share than |
| 00:07:58 | 00:08:02 | we did the week before we've toked |
| 00:08:00 | 00:08:04 | about it a little bit through this video |
| 00:08:02 | 00:08:06 | but let's hop back into the help artikle |
| 00:08:04 | 00:08:08 | and see how google suggests that you |
| 00:08:06 | 00:08:10 | improve your click share performance |
| 00:08:08 | 00:08:11 | the first thing is that google says you |
| 00:08:10 | 00:08:14 | need to get impressions before you can |
| 00:08:11 | 00:08:16 | get clicks obviously so anything you can |
| 00:08:14 | 00:08:18 | do to improve your impression share will |
| 00:08:16 | 00:08:20 | likely also help you improve your click |
| 00:08:18 | 00:08:22 | share so really quick here are the ways |
| 00:08:20 | 00:08:24 | that google suggests that you improve |
| 00:08:22 | 00:08:26 | your impression share you can increase |
| 00:08:24 | 00:08:27 | your campaign budget you can increase |
| 00:08:26 | 00:08:30 | your bid you can decrease regional |
| 00:08:27 | 00:08:32 | targets readjust your budget and improve |
| 00:08:30 | 00:08:34 | your ad quality out of these the ones |
| 00:08:32 | 00:08:36 | that i've seen end up being the most |
| 00:08:34 | 00:08:38 | impactful are going to be increasing |
| 00:08:36 | 00:08:40 | your bid and improving your ad quality |
| 00:08:38 | 00:08:43 | those usually help you get a larger |
| 00:08:40 | 00:08:45 | impression share quicker than almost |
| 00:08:43 | 00:08:46 | anything unless you're capped by budget |
| 00:08:45 | 00:08:48 | and that's where increasing your |
| 00:08:46 | 00:08:50 | campaign budget can also be useful |
| 00:08:48 | 00:08:52 | but back to click share even if you have |
| 00:08:50 | 00:08:54 | a high impression share your click share |
| 00:08:52 | 00:08:56 | may still be lower so increasing your |
| 00:08:54 | 00:08:58 | bid and the quality and relevance of |
| 00:08:56 | 00:09:00 | your ad by adding extensions or |
| 00:08:58 | 00:09:03 | improving its quality can also help get |
| 00:09:00 | 00:09:04 | your ad more clicks aside from search |
| 00:09:03 | 00:09:07 | campaigns if you're running shopping |
| 00:09:04 | 00:09:08 | campaigns multiple shopping ads from the |
| 00:09:07 | 00:09:10 | same advertiser can show at the same |
| 00:09:08 | 00:09:12 | time so if you have multiple ads showing |
| 00:09:10 | 00:09:14 | with lots of different products it will |
| 00:09:12 | 00:09:16 | increase the chance of your ads being |
| 00:09:14 | 00:09:18 | clicked and will help improve your click |
| 00:09:16 | 00:09:20 | share overall for shopping campaigns |
| 00:09:18 | 00:09:22 | when it comes down to it click share can |
| 00:09:20 | 00:09:24 | be a really impactful metric and help |
| 00:09:22 | 00:09:26 | you understand what type of share of |
| 00:09:24 | 00:09:29 | voice you're having within your search |
| 00:09:26 | 00:09:31 | results and the good news is that a |
| 00:09:29 | 00:09:33 | number of the strategies you can use to |
| 00:09:31 | 00:09:35 | improve click share also are just going |
| 00:09:33 | 00:09:37 | to help your campaigns overall use all |
| 00:09:35 | 00:09:39 | of the available ad extensions that you |
| 00:09:37 | 00:09:41 | can make sure that your ad is relevant |
| 00:09:39 | 00:09:43 | and appealing and do your best to make |
| 00:09:41 | 00:09:45 | sure that you're showing up in the |
| 00:09:43 | 00:09:47 | auctions where you're eligible the other |
| 00:09:45 | 00:09:49 | areas of trying to increase your budget |
| 00:09:47 | 00:09:51 | or get more competitive with your bids |
| 00:09:49 | 00:09:52 | those certainly will help as well it |
| 00:09:51 | 00:09:54 | might feel like they benefit google |
| 00:09:52 | 00:09:55 | maybe a little bit more than you but |
| 00:09:54 | 00:09:57 | it's definitely part of making sure that |
| 00:09:55 | 00:09:59 | you're getting a bigger share of voice |
| 00:09:57 | 00:10:01 | out of the clicks available on the |
| 00:09:59 | 00:10:03 | results page and not just showing up |
| 00:10:01 | 00:10:05 | with impressions for the sake of being |
| 00:10:03 | 00:10:08 | there i'll be honest click share might |
| 00:10:05 | 00:10:10 | not be one of the main kpis that you |
| 00:10:08 | 00:10:12 | look at within your account but it |
| 00:10:10 | 00:10:14 | absolutely can help you understand what |
| 00:10:12 | 00:10:16 | type of engagement you're getting from |
| 00:10:14 | 00:10:18 | potential customers and if you're |
| 00:10:16 | 00:10:20 | actually reaching them in a way that's |
| 00:10:18 | 00:10:22 | impactful and if you need to adjust your |
| 00:10:20 | 00:10:24 | ads to be more competitive or more |
| 00:10:22 | 00:10:26 | appealing to drive more business as i |
| 00:10:24 | 00:10:28 | mentioned earlier the definition of |
| 00:10:26 | 00:10:30 | clickshare is still a little bit murky |
| 00:10:28 | 00:10:32 | but if you have any additional questions |
| 00:10:30 | 00:10:34 | i will do my best to help answer them in |
| 00:10:32 | 00:10:35 | the comments below thanks for watching |
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