#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

Google Ads Click Share Metric

Published on: December 7 2022 by Paid Media Pros

Google Ads Click Share Metric

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
00:10:34 00:10:37 our video if you thought it was useful
00:10:35 00:10:39 give us a thumbs up below we release a
00:10:37 00:10:40 new video at least once a week so if you
00:10:39 00:10:42 want to get notified of when a new one
00:10:40 00:10:45 comes out be sure to subscribe to the
00:10:42 00:10:45 paid media pros channel
00:10:51 00:10:53 you

Scan code to add assistant

Receive free VIP experience members

Each account can be free of charge once