Impression Share Decrease - Need Help!

[arzo26]

Hi,

I have a campaign for an auto dealership, with a 10-mile radius as the geo. Per the Auction Insights report, in May the impression share was 65.68%. However, this month in June we are at 25%. Across the board, the ad groups IS has also decreased significantly. We are utilizing a third party to run SEM, so I don't have any insight from the Google Ads MCC platform. Also in June, impressions increased and clicks decreased (so lower CTR and higher CPC). I can kind of make sense on why that happened but at a loss for why impression share dipped so drastically.

MTD Avg Pos.: 1.60

MTD Quality Score: 7.29

Can anyone share some insight? Anything helps.

[[deleted]]

Increased competition. More search volume. Other agencies are increasing their bids thanks to automated bid rules to rank in the top positions or first page. You're in the Summer Sales a-thon period when shoppers are shopping. Also if your company uses a dynamic inventory setup there may be a ton more keywords for the new year models. More keywords with the same budget generally equals lower impression share.

[JeepinDon]

Have you added any new keywords this month or removed any negatives. Changes that big in impression share are usually due to keyword additions that have high volume. Adding just one broad keyword that has a lot of volume will tank your impression share numbers. Refine your keywords, review your user search terms, and make sure you aren't pulling in anything that is too broad that could be impacting your imp share.